Brand Tone

Passionate, Proud, and Community-Oriented. The language is casual, enthusiastic, and relatable, aiming to connect with customers as fellow fans and Ohioans. It includes a strong element of Nostalgia and feels like a conversation with a knowledgeable and spirited friend who shares a deep love for Ohio culture and sports.

Brand Values

• •Pride
• •Purpose
• •Potential
• •Authenticity & Quality
• •Community

Best Practices

• •Speak the Language of the Fan: Use terms, phrases, and inside jokes that resonate with Ohio sports fans (e.g., "The 'Shoe," "That Team Up North," specific game references). This demonstrates authenticity and builds a stronger connection.
• •Center a Narrative Around "Pride of Place": Every piece of copy should, in some way, tie back to the core value of being proud of where you're from. Whether it's Columbus, Cleveland, or a small town, make the customer the hero of their own hometown story.
• •Prioritize "We" and "You": Write in a collective, community-oriented voice. Use "we" to speak on behalf of the shared fan community and "you" to address the customer directly, making them feel seen and included.
• •Balance Passion with Polish: While the tone is enthusiastic and casual, ensure the copy remains professional and error-free. The passion should come through in the message, not in sloppy execution.
• •Always Circle Back to Purpose: When applicable, remind customers of the brand's mission beyond just selling clothes. Mentioning the "Pride, Purpose, Potential" mantra or specific charitable efforts reinforces the brand's values and gives customers another reason to feel good about their purchase.

Social Perception

Largely positive. Perceived as a genuine, authentic, community-focused, and passionate small business that is deeply connected to its Ohio roots. Customers respond well to Ohio-centric and sports-related designs, often sharing their experiences. No significant negative sentiment found.

Copy Examples

• •Not Just a Shirt. It's a Saturday Uniform. That feeling when the stadium roars? We bottled it. Our new collection is designed and printed right here in Ohio for the fans who live and breathe scarlet and gray. Gear up to show your pride.
• •Wear the Legacy. From legendary plays to championship seasons, some moments are unforgettable. Our new Vintage Collection is a tribute to the glory days. Ultra-soft and built to last, just like the memories.
• •This is what Ohio pride looks like! 🔥 You all make our gear look incredible. Tag us @buckeyeshirtco and use #BuckeyeProud for a chance to be featured. Let's show everyone how it's done in the Buckeye State.
• •From Ohio, For Ohio. Every shirt we make is born from a love for this state. Designed and printed locally, we pour our pride into creating high-quality, incredibly soft apparel that helps you celebrate where you came from.
• •Look Good. Do Good. With our Homegrown Collection, you're doing more than just repping your hometown. A portion of every sale goes directly to supporting Ohio schools, helping to create a better learning environment for the next generation. It's apparel with a purpose.