We want our personality to stand out and be memorable. Our tone of voice ensures we differentiate ourselves from other brands, stay consistent, and stick in people’s minds!
These guidelines are an internal document. Its rules can be applied to social media, web copy, press releases — any element of Lub d that uses words.
Attitude
The ‘always-on’ personality at the heart of the brand.
Tone
How you bring the personality to life.
Focus
The messaging content that we talk about.
Do’s & Don’ts
How this works in practice.
Example copy
Best practice examples in keeping with the TOV.
Born from our traits, our attitude gives our brand a sense of unique Lub d personality.
We’re all about bringing people together to experience the wonders that our incredible community and locations have to offer.
We’re charged with enthusiasm and warmth to welcome people into the Lub d tribe. Authentically ourselves, every touch point of the Lub d experience feels special: real, raw and unique.
Our voice is light-hearted, witty and sometimes a little cheeky, offering escape from the everyday. We are relaxed, good company.
We make everyone feel welcome. We’re the social butterfly that sparks conversation, brings people together, and forges lasting bonds. Everyone should feel involved and at home.
It’s our job to spread the positive vibes and share the unique magic of our locations. We’re your insider guide, endlessly excited to let you in on the hidden gems, the local tips and the natural wonders.
We are here for the unconventional, the edgy and the unexpected. Lub d exists to inspire and energise, nudging you out of your comfort zone into new experiences, uniting the tribe and celebrating difference.
Whatever your journey to get here, once you step through our doors, you’re one of us. Get ready to share local drinks, side-splitting laughs and breathtaking moments of wonder. Lub d welcomes you into a close-knit, curious community of like-minded but extraordinarily diverse individuals.
Human connection is key to everything that we do. Everyone who passes through Lub d should feel this sense of belonging (even if they’re just dipping their toes in our socials).
Lub d invites you to get involved, whether that’s hunting for street food at the night market, learning the local slang around the campfire, or a blessing from a Buddhist monk, we see you and we invite you to dive in and experience the real, the raw and the unfiltered.
We believe in the authentic and transformative possibilities of travel. We create joyful and unforgettable experiences that guests will only find at Lub d — stuff they thought they’d never do, in places they never thought they’d go, with people they’ll never forget.
Powered by the best of the community, we offer the inside track on whatever you need.
Lub d’s accommodation and services are the perfect base, whatever journey you’re on. Our locations are tailor made for global adventurers looking for a spark of excitement, as well as with everything you need to get a good night’s sleep.
The foundation of the Lub d experience is clean and good value accommodation, great locations and an excellent local team, set to make each stay memorable.
Brand-level communications and tactical communications serve different purposes within our marketing. While both are essential components, they operate at different levels of the consumer journey and fulfil distinct objectives.
The following lines are short and succinct articulations of the Lub d brand proposition. These lines are intended to be ‘brand-level’ lines — in other words we expect them to be used sparingly across the brand experience to help shape perceptions, build awareness, and foster long-term relationships with our audiences.
We would expect these lines to show up in our primary brand-building channels such as our website, enduring on-property assets and on social media.
These lines should not be overused in our tactical communications. Having these lines in our arsenal does not mean there is no longer a need to develop new and original pieces of copy to meet our communications objectives.
Tactical communications are more sales-driven and transactional. They’re about driving immediate action from the audience, whether it’s making a purchase, signing up for a service, or engaging with a specific promotion.
These communications are deployed at specific touchpoints along the customer journey where conversion is the primary goal, e.g. temporary on-property touchpoints, digital advertising, etc.
The following principles will help ensure that we execute our TOV and messaging in the way that it is intended. When developing copy for any medium, refer back to this guidance to ensure our communications strike the right tone with our audiences:
We make everyone feel at home, even when stepping out of their comfort zone. Trying new things with Lub d is always fun, not daunting.
Don’t overcomplicate messaging. A strong, cohesive voice and visual language is impactful, recognisable and effective.
When sharing a new experience with the customer, imagine talking to a friend and that genuine excitement and relatability should shine through.
A touch of gen z slang can help the brand feel young and fun. E.g. ‘no filter, full experience.’ Always make sure it’s in the right context, though!
When we use ‘Us’ in a phrase, we’re talking about the tribe, not Lub d the company. E.g. “Come as you are, leave as one of us”.
Especially when we’re trying to communicate the experience of awe- it can easily feel contrived or insincere.
People are looking for travel with purpose, but if we focus too hard on this we lose the ‘fun’ aspect. Where possible, we can show the benefits of travel through imagery, rather than telling with language.
The Lub d experience is naturally laid back and adventurous. Too much focus on booking or upselling will turn our audience off.
If we repeat key phrases too often, it can start to feel cheesy, rather than inspiring and genuine. Use the example lines in this document sparingly.
To ensure consistency and brand integrity, please adhere to our Brand Guidelines. For more comprehensive information and resources, visit our main website at lubd.com.
