GoPro Tone of Voice — Adventurous & Bold

Tagline: "Be a Hero"

Industry: Action Cameras / Consumer Electronics

Sector: Technology

How GoPro Communicates

GoPro puts you at the centre of the action. "Be a Hero" casts the user as the star of their own adventure — bold, active, adrenaline-fuelled. The voice is daredevil and energetic, selling the thrill of capturing your most fearless moments.

Tone Words

GoPro's brand voice is defined by the following tone words: Adventurous, Bold, Active.

Communication Style

Language Style: Daredevil
Sentence Type: Command
Tense: Present
Expression: Imaginative

GoPro Brand Story

GoPro created the action camera category, enabling extreme sports enthusiasts and everyday adventurers to capture POV footage. The brand is synonymous with adventure and adrenaline.

Brand Message

Capture and share your most epic moments

Brand Mission

Help people capture and share meaningful experiences

Brand Positioning

Core Concept: Capture Adventure

Central Tension: Watching vs. Doing

About GoPro

GoPro, Inc. (marketed as GoPro or as goPRO) is an American technology company founded in 2002 by Nick Woodman. It manufactures action cameras and develops its own mobile apps and video-editing software. Founded as Woodman Labs, Inc, the company is based in San Mateo, California. It developed a quadcopter drone, Karma, released in October 2016, but discontinued it after two years. In January 2018, the company hired JPMorgan Chase to pursue the option of selling the company. However, a month later, the CEO denied this. GoPro has continued its business of manufacturing action cameras. GoPro frequently partners with athletes; the company has successfully completed partnerships with Kelly Slater, Jimmy Chin, and Jonas Deichmann. In 2016, GoPro had 160 athletes on its payroll.

Frequently Asked Questions About GoPro

What is GoPro's tone of voice?

GoPro uses a adventurous, bold, active tone of voice. Their communication is daredevil, typically using command-style sentences in the present tense. Their tagline "Be a Hero" exemplifies this voice.

How does GoPro communicate with customers?

GoPro created the action camera category, enabling extreme sports enthusiasts and everyday adventurers to capture POV footage. The brand is synonymous with adventure and adrenaline.

What is GoPro's brand message?

GoPro's core message: Capture and share your most epic moments Their mission: Help people capture and share meaningful experiences

What is GoPro's slogan?

GoPro's slogan is "Be a Hero". It carries their adventurous, bold, active voice.

What is GoPro's mission?

GoPro's mission: Help people capture and share meaningful experiences

What makes GoPro's brand voice unique?

GoPro stands out through their adventurous, bold, active communication style. Their central brand tension, "Watching vs. Doing", shapes how they communicate across the Technology sector.

What language style does GoPro use?

GoPro uses daredevil language, with imaginative messaging, in command-style sentences, using the present tense.