Arvee Brand Voice Guide

1. Target Audience

Our ideal customer is a full-time RVer who is constantly traveling across the country. They move from place to place, often over weeks rather than days, exploring new areas each time. The broader target audience includes RVers of all ages, such as families, solo travelers, and remote workers. The unifying criteria for our target audience is they are taking substaintial trips with multiple stops, rarely taking the same route between trips.

Good Target Examples

  • RVers who travel full time in their RV, moving frequently
  • RVers who have a home, but take their RVs out for month-long trips

Bad Target Examples

  • RVers who are full time, but move their rigs little to none
  • RVers who regularly visit the same campgrounds season-to-season (e.g. snowbirds)
  • RVers who generally travel within 5-10 hours of their home only

While many RVers are older, the demographic is becoming younger as more people embrace the RV lifestyle and work remotely.

Emotionally, RVers are excited by their adventures, but often overwhelmed by the planning and logistics that come with it. Living in an RV also means dealing with frequent issues, like equipment breakdowns, which add stress to their travels. They seek ways to simplify their lives, reduce stress, and make the journey easier.

2. Brand Personality

Arvee’s personality, if it were a person, would be:

  • Friendly
  • Helpful
  • Dependable
  • Smart
  • Adventurous and fun

When interacting with Arvee, we want customers to feel that we are approachable and down-to-earth, while also being respected as a trusted authority. We aim to make RVers’ lives easier, ensuring they can enjoy their travels without unnecessary stress.

3. Tone

Arvee’s tone strikes a balance between:

  • Friendly and professional
  • Adventurous and practical
  • Empathetic, yet authoritative in understanding the RV lifestyle

We combine the spirit of adventure with a clear, practical approach to solving problems. While we understand the stress RVers face, we aim to offer solutions that make their journey more enjoyable and less burdensome.

4. Language and Vocabulary

Our language should be:

  • Simple and clear, avoiding unnecessary jargon
  • Accessible to both experienced RVers and beginners without sacrificing depth or meaning
  • Lightly humorous, using clever wordplay and family-friendly humor that connects with RVers on common experiences

When describing our product, we strive to keep text concise but informative. We utilize animated visuals where possible to create dynamic “mini-movies” that help communicate complex ideas quickly and engagingly.

Marketing visuals should reflect adventure and fun, often featuring RVs in natural settings (mountains, lakes, deserts), highlighting the lifestyle we support.

5. Consistency Across Platforms

Visual Identity

  • Logos:
    • The full “Arvee” logo (black or white depending on context)
    • The mini logo (only the “A” pirate-hat, in black or white)
  • Color Scheme: Refer to our Color Scheme for detailed guidelines.

Voice Across Platforms

Maintaining a consistent voice across platforms is critical for building brand recognition and trust. Whether it’s an email, a social media post, customer support interaction, or website content, our voice should always feel like it’s coming from the same brand.

  • Social Media Posts:

    • Playful Posts: Informal language, engaging with users through comments, memes, and lighthearted content that resonates with RVers’ daily experiences.
    • Informative and Friendly Posts: More product-focused, providing value with clear, authoritative messaging.

  • Email Newsletters: Strike a friendly yet informative tone. Provide updates, promotions, and helpful content to support RVers on their journeys.

  • Website Copy: Informative, yet approachable. Ensure clarity in explaining the value propositions and benefits of Arvee’s tools.

  • Blog Posts: Story-driven, aligning with the adventurous spirit of RV travel. These posts should feel engaging, inspirational, and community-focused.

6. Core Values and Mission

Core Messaging

  • Arvee is the easiest tool for RV trip planning.
  • Despite its simplicity, Arvee is as powerful—if not more so—than other planners.
  • Arvee is deeply customer-centric, fully invested in the RV community.

Brand Values

  • Simplicity: We strive to make RV trip planning easy and intuitive.
  • Reliability: Our platform is designed to be dependable, ensuring users can trust Arvee with their trip plans.
  • Adventure: Arvee is all about making travel exciting and stress-free, supporting RVers in their adventures.
  • Community: We are a part of the RV community, our staff live this lifestyle, and our users are at the heart of what we do.

7. Emotional Impact

We want our users to:

  • Feel excited to experience less stress in their trip planning.
  • Be confident in their ability to travel more freely and easily with Arvee’s tools.
  • Feel supported not only in their travels but also by Arvee, knowing we are there to help them succeed.

8. Storytelling

Arvee’s storytelling focuses on customer successes, sharing narratives that emphasize:

  • Adventure-driven experiences: Highlighting RVers’ journeys and the joy of exploring new places.
  • Problem-solving: Showcasing how Arvee helps overcome challenges in planning and traveling.
  • Community-focused themes: Illustrating the sense of belonging within the RV world and Arvee’s role in fostering that community.

All stories should reflect Arvee’s core values and mission, reinforcing the simplicity, reliability, and adventure at the heart of our brand.