REI Tone of Voice — Adventurous & Community

Tagline: "A Life Outdoors Is a Life Well Lived"

Industry: Outdoor Retail / Co-op

Sector: E-commerce

How REI Communicates

REI communicates with a adventurous and community voice using adventurous language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "A Life Outdoors Is a Life Well Lived", captures this voice. The central tension in REI's communication is indoor vs. outdoor, which shapes every message they craft. Their mission is to inspire, educate, and outfit for a lifetime of outdoor adventure and stewardship.

Tone Words

REI's brand voice is defined by the following tone words: Adventurous, Community.

Communication Style

  • Language Style: Adventurous
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Figurative

REI Brand Story

REI operates as a consumer co-op, putting members and the outdoors first. From OptOutside to environmental advocacy, REI proves business can serve a higher purpose.

Brand Message

Quality gear and expertise to fuel outdoor adventures

Brand Mission

Inspire, educate, and outfit for a lifetime of outdoor adventure and stewardship

Brand Positioning

Core Concept: Outdoor Living

Central Tension: Indoor vs. Outdoor

Frequently Asked Questions About REI

What is REI's tone of voice?

REI uses a adventurous, community tone of voice. Their communication is adventurous, typically using statement-style sentences in the present tense. Their tagline "A Life Outdoors Is a Life Well Lived" exemplifies this voice.

How does REI communicate with customers?

REI operates as a consumer co-op, putting members and the outdoors first. From OptOutside to environmental advocacy, REI proves business can serve a higher purpose.

What is REI's brand message?

REI's core message is about Quality gear and expertise to fuel outdoor adventures. Their concept "Outdoor Living" drives their mission: Inspire, educate, and outfit for a lifetime of outdoor adventure and stewardship.

What makes REI's brand voice unique?

REI stands out through their adventurous, community communication style. Their central brand tension — "Indoor vs. Outdoor" — shapes every message they craft in the E-commerce sector.

What language style does REI use?

REI uses adventurous language with figurative messaging. Their sentences are typically statement in structure, using the present tense.