Brand Voice and Tone Guide

Adventurely Brand Voice and Tone Guide

Our Brand Voice

The Adventurely brand voice is: - Adventurous and inspiring - Knowledgeable yet approachable - Caring and inclusive - Authentic and down-to-earth

We communicate in a way that ignites curiosity, sparks wanderlust, and empowers our audience to step out of their comfort zones and explore the world. Our tone is warm, friendly and conversational, as if sharing travel tips and stories with a fellow adventurer.

Voice and Tone Guidelines

Word Choice

• Use active, engaging language that evokes a sense of adventure, wonder and possibility
• Incorporate vivid sensory details and imagery to transport readers to the destination
• Choose words that convey expertise and insider knowledge without sounding pretentious
• Opt for casual, conversational vocabulary over formal or flowery language
• Avoid clichés, hyperbole and overly promotional language

Sentence Structure

• Vary sentence length and structure to create a dynamic, engaging flow
• Use short, punchy sentences to drive home key points and inspire action
• Employ fragments sparingly for emphasis and impact
• Ask questions to engage the reader and encourage reflection
  

Grammar and Punctuation

• Adhere to proper grammar and punctuation rules for clarity and professionalism
• Use contractions and casual expressions judiciously to strike a relatable tone
• Capitalize Adventurely and other brand/product names consistently
• Limit exclamation points to conveying genuine excitement; avoid overuse

Dos and Don'ts

Do:

• Showcase the transformative power of adventure travel
• Highlight unique, off-the-beaten-path experiences
• Emphasize our commitment to sustainability and responsible tourism
• Celebrate diversity and inclusivity; use gender-neutral language
• Share practical tips and insider knowledge to empower travelers

"Venture off the tourist trail and immerse yourself in the vibrant culture and stunning natural beauty of Costa Rica on our eco-friendly, small-group adventure tours."

Don't:

• Make claims we can't deliver on or guarantee
• Use fear-based or pressure tactics to drive bookings
• Stereotype or generalize about destinations, cultures or people
• Sacrifice clarity for the sake of sounding adventurous or clever
• Overuse buzz words like "epic", "awesome", "bucket list"

"Ready for the trip of a lifetime? Book now before spots fill up and prices skyrocket! This is a once-in-a-lifetime, epic adventure you don't want to miss!!!"

Flexing Voice and Tone

Website and Blog

Our website and blog are where we showcase our brand story, trip offerings, and travel expertise. The voice should be inspiring and informative, painting a vivid picture of the adventures that await. Tone should be warm and inviting, balanced with professionalism that instills trust.

Social Media

Social media is where we engage with our community of adventurers, sharing travel tips, stories, and inspiration. Voice should be casual, conversational and inclusive - we are all explorers. Tone can vary based on the post, from fun and playful to heartfelt and reflective.

Email and Trip Documents

In emails and trip documents, our voice should be caring, organized and service-oriented, reflecting our commitment to delivering exceptional travel experiences. Tone should be personable yet professional, with clear details and helpful guidance.

Tips for Writers and Editors

• Read content aloud to check for flow and brand voice alignment
• When in doubt, opt for simple and clear over clever
• Put yourself in the traveler's shoes - what details and insights would be most helpful and inspiring?
• Fact-check and update content regularly to ensure accuracy
• If you wouldn't say it in a conversation with a friend, reconsider it for the Adventurely voice

By following these guidelines, we will communicate in a distinctive Adventurely voice that resonates with our target audience and sets us apart as the go-to adventure travel brand. Happy exploring!