Brand Tone

Professional and Authoritative, Supportive and Community-Oriented, Inclusive and Accessible, Engaging and Educational (subtly)

Brand Values

• •Advancement of Psychology
• •Scientific Integrity and Knowledge
• •Community and Connection
• •Support and Service
• •Equity, Diversity, and Inclusion
• •Education

Best Practices

• •Align with APA Core Mission: Ensure all copy reflects the APA's overarching goals of advancing psychology, promoting knowledge, and benefiting society. This reinforces authenticity and purpose.
• •Speak to the Community: Use language that resonates with psychologists, students, educators, and researchers. Acknowledge their dedication and passion for the field.
• •Maintain Professionalism with Approachability: While the tone should be professional, it can also be warm and inviting. Avoid overly academic jargon in product descriptions unless the product itself is technical (e.g., specific to APA Style). The goal is to be inclusive.
• •Highlight Quality and Purpose: Emphasize that the merchandise is not just a product, but a symbol of affiliation and that purchases support the APA's work. This adds value beyond the physical item.
• •Be Consistent Across Platforms: Whether it's a product page, an email, or a social media mention related to the store, the tone should be consistently professional, supportive, and community-focused.

Social Perception

Official and Credible, Symbol of Professional Identity, Supportive of the Field, Niche Appeal, General public awareness of the merch store itself is likely low, but the American Psychological Association brand is well-recognized within academic and health circles.

Copy Examples

• •Headline: Wear Your Passion. Define Your Field. Body: Show your dedication to psychology with official APA merchandise. Every purchase supports the APA’s mission to advance psychological science and benefit society. Shop tees, hoodies, and more. (Tone: Professional, Supportive, Community-Oriented)
• •Headline: Mastered APA Style? Now Get the Merch! Body: From the definitive source for writing and citation, comes the gear to match. Explore our exclusive APA Style collection – perfect for students, educators, and researchers who value clarity and precision. (Tone: Authoritative, Engaging, Community-Oriented)
• •Headline: More Than Merch: It's a Statement. Body: Your APA apparel and accessories signify a commitment to understanding the human mind and improving lives. Find high-quality, thoughtfully designed items at the APA Merch Store. (Tone: Supportive, Professional, Values-Driven)
• •Headline: The Psychologist's Wardrobe Upgrade. Body: Looking for the perfect gift for a colleague, mentor, or aspiring psychologist? The APA Merch Store offers a range of professional and stylish items that celebrate the field of psychology. (Tone: Community-Oriented, Engaging)
• •Headline: Fuel Your Studies. Support Your Science. Body: Gear up with APA essentials. Our comfortable apparel and practical accessories are designed for long study sessions and everyday use. Plus, you’re investing in the future of psychology. (Tone: Supportive, Professional, Community-Oriented)