Brand Tone

Community-Focused & Inclusive, Confident & Trustworthy, Approachable & Personal

Brand Values

• •Loyalty
• •Community
• •Trust & Reliability
• •Dedication

Best Practices

• •Always Speak the "Nation's" Language: Use inclusive, collective terms like "we," "us," and "our." Frame every message as a communication from within the fan community (e.g., "We all know that feeling...").
• •Center Everything on Trust and Loyalty: Continuously reinforce the core slogans. Whether launching a product or posting on social media, tie the message back to the core values of "trust" and being part of the "nation."
• •Maintain an Authentic, Personal Voice: The copy should sound like it's coming from a fellow fan or the athlete himself, not a corporation. Avoid overly formal or sales-heavy language. Keep it direct, passionate, and genuine.
• •Focus on Shared Experiences: Write copy that evokes the feeling of being at a game—the excitement, the tension, the community. Connect the merchandise to the real-world emotions of being a hockey fan.
• •Be Consistent Across All Channels: The tone—community-focused, confident, and personal—must be identical on the website, in any future social media posts, email marketing, and on product tags. This consistency builds a strong, recognizable brand identity.

Social Perception

The brand is perceived as authentic fan apparel. It is not a mainstream fashion label but a niche brand created specifically for those who follow and support Sébastien Auger. Its social perception is directly tied to his reputation as a player. The brand is seen as a way for fans to visibly show their support and feel a closer connection to the athlete and fellow supporters. It is perceived as being "by the fans, for the fans," with the athlete's blessing.

Copy Examples

• •Headline: Join the Nation. The Official AUGER NATION Hoodie is Here. Body: It's more than a number. It's a statement. Show your support and stay warm this season with the new #31 hoodie. Made for the most loyal fans in the game. Welcome to Auger Nation.
• •Title: "IN AUGER WE TRUST" T-Shirt Body: Some things are certain. The sun rises. The ice is cold. And in this net, we trust in Auger. This premium tee is your badge of honor, a symbol of the confidence we share every game day. Soft, durable, and built for the nation.
• •Text: AUGER NATION: Wear Your Loyalty. Free Shipping On All Orders Over $75.
• •Image: Fan wearing a Ced Auger Merch t-shirt at a game. Caption: Game day ready. There’s nothing like seeing the #AugerNation out in full force. Tag us in your gear for a chance to be featured! #InAugerWeTrust #Hockey
• •Text: This store was built for one reason: you. Every piece of merch is a thank you to the loyal fans who bring the energy every single night. This isn't just my name on a shirt; it's our nation.