WKND Example

Brand Guidelines

5min

Brand Voice

Category

Guidelines

Tone of Voice

5-8 Guidelines

  • Convey a sense of exploration and adventure
  • Be authentic and conversational
  • Evoke excitement and curiosity
  • Speak honestly and straightforwardly
  • Be approachable and relatable
  • Use everyday language

Brand Values

3-6 Attributes

  • Inspirational
  • Sustainability
  • Quality
  • Durability
  • Functionality
  • Reliability
  • Community-oriented
  • Be inclusive and welcome diversity
  • Encourage active lifestyles
  • Promote discovery

Editorial Guidelines

5-10 Guidelines

  • Always capitalize WKND
  • Keep sentences concise and impactful
  • Use active voice
  • Lists, bullets, and series should be consistent — either they all start with a noun, or they all start with a verb
  • Use serial commas

Editorial Restrictions

5-10 Guidelines

  • Avoid activity-specific jargon unless it’s widely adopted
  • Avoid promoting the skill level or experience level of the user of our outdoor equipment
  • Avoid technical language or jargon

Channel Guidelines

Email

Category

Guidelines

Examples

General Guideline:

3-5 Guidelines

  • Use simple, short sentences
  • Be clear and concise
  • Invoke a sense of adventure and exploration
  • Don’t use WKND and weekend in the same sentence



Subject Line:

2-4 Guidelines

  • Limit to less than 8 words
  • Do not use end punctuation
  • Shop our latest all-weather gear
  • Discover our new outdoor essentials
  • Explore the latest in WKND apparel
  • Top gear picks for your next adventure

Preheader:

2-4 Guidelines

  • Limit to less than 80 characters
  • Use ending punctuation
  • Discover the latest WKND gear, designed for comfort and adventure.
  • Explore new outdoor apparel and gear for your next weekend's getaway.
  • Get ready for adventure with top picks from WKND – shop now and gear up!

Headline:

2-4 Guidelines

  • Limit to less than 12 words
  • Generate excitement through compelling and exciting statements
  • Ready for your next adventure? Find new gear inside!
  • Discover the thrill of the outdoors with WKND gear
  • Gear up for epic weekend adventures with WKND

Body:

2-4 Guidelines

  • Limit to less than 120 words
  • Use bullet points for lists containing more than 4 items
  • Use between 0 to 4 headings within the body to separate main ideas
  • Use ending punctuation
  • Get ready to tackle any terrain with our Trail Model Pants. Built to endure the toughest conditions, they feature durable fabric and versatile pockets to keep your essentials secure. Whether you’re hiking rugged trails or exploring new paths, these pants have you covered. Discover unmatched durability and comfort on your next adventure.
  • Travel light and stay comfortable with the Expedition Tech Long-Sleeved Shirt. Crafted from breathable, quick-drying fabric, this shirt is your ideal companion for warm climates. With secure pockets and integrated ventilation, it’s designed to keep you cool and organized during all your travels. Pack your bags and let the adventure begin.
  • Hit the water with confidence in our Pipeline Board Shorts. Designed for quick-drying performance and lasting durability, these shorts are ready for any aquatic adventure. A secure zippered pocket and corrosion-resistant zipper pull to make them as functional as they are comfortable. Experience the ultimate in water-ready gear and make a splash on your next trip.

CTA:

1-3 Guidelines

  • Limit to between 1 to 3 short words
  • Limit to less than 20 characters
  • Use an action-oriented verb as the first word and the intended action the end-user should take
  • Avoid ending punctuation
  • Use title case
  • Shop Now
  • Discover More
  • Join the Adventure
  • Shop Adventure Gear
  • Explore Top Picks
  • Shop New Arrivals

Meta

Category

Guidelines

Examples

General Guideline:

3-5 Guidelines

  • Use simple, short sentences
  • Be clear and concise
  • Invoke a sense of adventure and exploration
  • Make product names prominent
  • Use community-building concepts and language
  • Don’t use WKND and weekend in the same sentence



Headline:

2-4 Guidelines

  • Limit to less than 8 words
  • Limit to less than 40 characters
  • Make it clear what action the reader should take
  • Avoid ending punctuation
  • Gear up for adventure – Shop WKND’s new arrivals today
  • Discover your next outdoor essential – Explore WKND now
  • Discover adventure with Trail Model Pants
  • Gear up with Pipeline Board Shorts for your next journey
  • Explore more in Expedition Tech Long-Sleeved Shirt
  • Unleash your potential with Candide Trail Shorts
  • Dive into adventure with Slot Canyon Active Shorts

Body:

2-4 Guidelines

  • Limit to less than 125 characters
  • Use ending punctuation
  • Ready for anything with Trail Model Pants. Built for durability and comfort, they’re your go-to for every adventure.
  • Stay cool and comfortable in the Expedition Tech Long-Sleeved Shirt. Lightweight, breathable, and made for exploration.
  • Hit the water with Pipeline Board Shorts. Quick drying, secure storage, and lasting durability for your aquatic adventures.

CTA:

1-3 Guidelines





Display Ads

Category

Guidelines

Examples

General Guideline:

3-5 Guidelines

  • Make readers feel inspired, interested, and sure of the next step
  • Avoid word repetition
  • Make product names prominent



Headline:

2-4 Guidelines

  • Clearly state the main benefit of the offer
  • Use ending punctuation
  • Limit to less than 60 characters
  • Adventure-ready gear for your weekend escapes.
  • Stay comfortable outdoors with WKND apparel.
  • Explore nature with durable, stylish WKND gear.

Body:

2-4 Guidelines

  • Communicate the benefits of clicking on the offer
  • Use ending punctuation
  • Stay cool and adventure-ready with the Expedition Tech Long-Sleeved Shirt. Click to explore its breathability and comfort.
  • Upgrade your gear with Trail Model Pants. Discover durability and weather resistance for your next journey.
  • Experience quick-drying comfort with Pipeline Board Shorts. Dive into reliable performance on and off the water.

CTA:

1-3 Guidelines

  • Limit to between 1 to 3 short words
  • Limit to less than 20 characters
  • Use an action-oriented verb as the first word
  • Use title case
  • Avoid ending punctuation
  • Shop Now
  • Discover More
  • Join the Adventure
  • Shop Adventure Gear
  • Explore Top Picks
  • Shop New Arrivals



Updated 13 Feb 2025
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