Brand Tone

Traditional & Heritage-Focused, Professional & Authoritative, Prestigious & High-Quality, Approachable & Customer-Centric, Respectful & Passionate

Brand Values

• •Heritage & Legacy: Proudly upholding its 125+ year history and the traditions of golf in St Andrews.
• •Quality & Excellence: Offering the finest golf brands, products, and high-standard customer service.
• •Expertise & Authority: Providing knowledgeable staff and professional services like custom fitting.
• •Customer Focus: Striving for unrivalled customer service and meeting the needs of both local and international customers.
• •Authenticity: Being a genuine part of the St Andrews golf story, founded by a golf champion.
• •Community: Engaging with the global golf community and being a landmark for visitors to "the home of golf."

Best Practices

• •Emphasize Heritage and Authenticity: Regularly weave in references to the 1895 founding, the St Andrews location ("home of golf"), and the family-run nature of the business. This reinforces a key differentiator.
• •Use Refined and Respectful Language: Maintain a professional yet approachable tone. Avoid overly casual slang or hype. The language should reflect the prestige of the brand and the sport.
• •Highlight Quality and Expertise: Focus on the premium brands stocked, the quality of materials, and the knowledge of the staff, especially regarding custom fitting and product advice.
• •Speak to the Passionate Golfer: Connect with the audience's love for the game, its history, and the unique experience of St Andrews. Use language that resonates with those who appreciate golfing tradition.
• •Maintain Visual Consistency: Ensure that the tone of the copy is matched by high-quality imagery and a classic, clean design aesthetic across all platforms, reflecting the brand's premium positioning.

Social Perception

Iconic & Respected, Go-To Destination, Trustworthy & Knowledgeable, High-End Retailer, Custodian of Golf Heritage

Copy Examples

• •Headline: Since 1895: Equipping Golfers at the Heart of the Game. Body: Step into Auchterlonies of St Andrews, where a passion for golf meets over a century of expertise. Discover the finest selection of clubs, apparel, and accessories, all curated with the discerning golfer in mind. Experience tradition, quality, and unparalleled service at the home of golf.
• •Social Media Post (Image: Beautiful shot of the Old Course with Auchterlonies branded gear subtly placed): The spirit of St Andrews, woven into every fibre. For 125 years, Auchterlonies has been proud to serve golfers from around the globe. Explore our timeless collection online or visit our historic store, just a swing away from the Old Course. #Auchterlonies #HomeOfGolf #Since1895 #GolfHeritage
• •Product Description (for a premium driver): Unleash your potential with the [Driver Name]. Expertly selected for its performance and precision, this driver embodies the quality Auchterlonies has championed since 1895. Our fitting experts are available to ensure it’s perfectly matched to your swing, continuing our tradition of helping golfers play their best.
• •Email Newsletter Snippet (Subject: A Legacy of Excellence, The Latest for Your Game): Dear [Customer Name], At Auchterlonies of St Andrews, our commitment to the game, and to golfers like you, has been unwavering since Willie Auchterlonie first opened our doors in 1895. This week, we're excited to introduce the new [Brand Name] collection, blending cutting-edge technology with timeless style. Explore the range and let our heritage enhance your game.
• •About Us Snippet (for website): More than just a golf shop, Auchterlonies of St Andrews is a landmark. Founded by Open Champion Willie Auchterlonie in 1895, we are a family-run business dedicated to upholding the rich traditions of golf. From expert custom fitting to the world's leading brands, we offer an unmatched experience for every golfer who walks through our doors or visits us online. Discover the Auchterlonies difference.