Tono de Marca

Passionate and niche-specific, deeply embedded in the curling community. It is modern and stylish, positioning itself to bridge tradition with contemporary fashion. The tone is also community-oriented and authentic, speaking from a genuine, family-driven love for the sport.

Valores de Marca

• •Love of the Game
• •Community and Family
• •Modernizing Tradition
• •Quality and Comfort

Mejores Prácticas

• •Embrace Curling Vernacular: Consistently use curling-specific terms like "Hurry Hard," "The House," "Draw," "Hack," and "Stone" in product names, descriptions, and marketing copy. This reinforces authenticity and connects with the target audience.
• •Center the 'Why': Always circle back to the brand's origin story—a family's passion for the sport. Use storytelling to highlight the values of community, tradition, and love for the game in campaigns and on-site copy.
• •Balance Tradition with Modern Style: In all visual and written content, juxtapose the classic, traditional elements of curling with a fresh, modern, and stylish aesthetic. Use phrases like "Modern style for a timeless game" or "Respect the tradition, upgrade the look."
• •Speak as a Peer, Not a Corporation: Write copy from the perspective of a fellow curler. Use a conversational, "we" and "us" tone. Ask questions and use language that one would hear at a curling club to foster a sense of community.
• •Focus on Both Feeling and Function: Highlight not just the technical aspects of the apparel (warmth, comfort, fabric) but also the feeling it evokes—pride in the sport, confidence on the ice, and a sense of belonging to the curling community.

Percepción Social

The social perception of Burned Stone Apparel is currently neutral and undefined due to the absence of social media engagement and online reviews. The brand's perception is entirely shaped by a user's direct experience on its website, presenting a clean slate but also a challenge for broader reach and trust-building.

Ejemplos de Copy

• •From Our House to Yours. Premium Apparel for the Modern Curler.
• •The Eighth Ender Hoodie. Built for the extra end and beyond. Crafted from a premium fleece blend to keep you warm from the first stone to the final draw. Whether you're in the hack or celebrating at the club, do it in style. Modern fit, traditional passion.
• •It's more than a sport, it's a tradition passed down through generations. Our family started Burned Stone Apparel because we wanted to wear our passion with pride. What does curling mean to your family? #BurnedStoneApparel #CurlingLife #GoodCurling #CurlOn
• •Look as Good as Your Draw Weight.
• •We are grandparents, parents, and children who have spent countless winters on the ice. Burned Stone Apparel wasn't born in a boardroom; it was born from a shared love for the roar of the stone and the sweep of the broom. We make clothes we want to wear, for the community we love.