Brand Tone

friendly, humorous, and relatable

Brand Values

• •Enjoyment over Perfection
• •Camaraderie and Friendship
• •Authenticity and Relatability
• •Stress-Free Fun

Best Practices

• •Always Speak the Language of the Average Golfer: Avoid overly technical jargon and instead use casual, conversational language that resonates with someone who plays for fun, not for a living.
• •Emphasize "Why" Over "What": Instead of just describing a t-shirt, tell the story behind it. Focus on the feeling and the mindset it represents – the relief of being on the course, the fun with friends, and the freedom from the pressure to be perfect.
• •Inject Humor and Self-Awareness: Don't be afraid to make jokes about the common frustrations of golf. Acknowledging that the brand (and its customers) aren't perfect golfers will strengthen the relatable image.
• •Promote the Social Aspect: Feature images and stories of friendship and camaraderie. Use "we" and "us" to foster a sense of community and make the customer feel like part of the #BogeysRfineFamily.
• •Stay True to the Origin Story: Continuously circle back to the core message that a bogey is fine. This consistent reminder will reinforce the brand's unique position in the market and ensure all copy, from product descriptions to social media captions, is aligned with its foundational values.

Social Perception

positive and aligned with the brand's intended message. They are seen as a relatable "bro golf brand" that caters to the everyday player.

Copy Examples

• •Another weekend, another bogey. And you know what? We wouldn't have it any other way. Our new 'Living the Bogey Life' tee is for those who know that a day on the course (any day) beats a day at the office. Grab yours and embrace the glorious imperfection.
• •The scorecard might say we're not going pro anytime soon, but the memories say we're winning. Tag your go-to golf crew that makes every round a great one.
• •Tired of snapping your clubs in frustration? We get it. That's why we believe bogeys are more than just a score—they're a reminder to relax and have fun. For a limited time, get 15% off all our gear and find your happy place on the course.
• •This hat won't fix your slice, but it will remind you that golf is supposed to be fun. Perfect for shading you from the sun and from the pressure of a perfect game. Shop our latest collection now.
• •Bogeys R Fine: Because a bad day of golf is still better than a good day at work. Welcome to the club for the rest of us.