Brand Tone

passionate, enthusiastic, inclusive, and community-focused

Brand Values

• •Passion for Hockey
• •Community/Culture
• •Dedication
• •Identity
• •Inclusivity

Best Practices

• •Embrace Hockey Slang & Insider Language: Use terms and phrases that resonate with the hockey community (e.g., "biscuit," "rink rat," "top shelf") authentically and appropriately. This reinforces the brand's connection to the culture.
• •Highlight Player Stories & Community Content: Share stories of dedication from all levels of hockey. Encourage user-generated content where customers showcase their passion wearing 24 Hockey gear. This reinforces the community and inclusivity values.
• •Maintain Enthusiasm and Passion: Every piece of copy, from product descriptions to social media posts, should reflect the deep love for hockey that the brand stands for.
• •Be Inclusive in Messaging: Consistently reiterate that the brand is for *everyone* who loves hockey – players, fans, families, veterans, and newcomers alike, as stated in their "About Us".
• •Create Brand Voice Guidelines: Develop a clear document outlining the brand's tone, approved language, and personality traits to ensure consistency across all communications and by anyone creating content for the brand. This should include the "Wear The Culture..!" tagline.

Social Perception

for true hockey die-hards

Copy Examples

• •Headline: Hockey Isn't Just a Game. It's a 24/7 Life. Body: You live it, breathe it, and wear it. Our latest collection is for those who hear the buzzer in their dreams. #WearTheCulture
• •Headline: From the Rink to the Street: Rep Your Passion. Body: 24 Hockey gear is designed for the dedicated. For the early mornings and the late-night games. This isn't just apparel; it's a piece of you. Shop now and show your 24/7 hockey heart.
• •Headline: Join the 24 Hockey Culture. Body: Whether you're a seasoned pro, a rising star, or the loudest fan in the stands, you're part of the 24 Hockey family. Our new arrivals are here to help you wear your dedication.
• •Headline: Beyond the Game. It's Who We Are. Body: Hockey shapes us. It teaches us dedication, passion, and community. 24 Hockey apparel is crafted for every moment you’re living the hockey life – on and off the ice. #24HockeyLife
• •Headline: What Time Is It? Game Time. All The Time. Body: For those with hockey on their mind 24/7, there’s 24 Hockey. Gear up with apparel that speaks your language. Check out our new [Product Category, e.g., Hoodies]!