Brand Tone

Functional and Direct, Corporate/Official, Internal/Employee-Oriented

Brand Values

• •Innovation
• •Integrity
• •Respect
• •Giving Back
• •Entrepreneurial Spirit
• •Customer Focus (Aspirational/Stated)
• •Brand Consistency

Best Practices

• •Align with Corporate Identity: Ensure all copy reflects Comcast's broader (aspirational) values like innovation, integrity, and respect, even for merchandise. Language should be professional and clear.
• •Identify the Primary Audience: Recognize that a significant portion of the audience for ComcastMerch is likely internal (employees, departments, event organizers). Tailor some messaging to acknowledge their needs (e.g., bulk orders, items for recognition, team apparel).
• •Keep it Clear and Functional: For an e-commerce site focused on branded goods, clarity is key. Product descriptions should be accurate, concise, and highlight key features and branding elements. Avoid overly casual or slangy language.
• •Reinforce Brand Pride (Subtly): The merchandise itself is about brand affiliation. Copy can subtly encourage this by using phrases like "Show your pride," "Represent your team," or "Official Comcast Gear."
• •Maintain Visual and Textual Consistency: Use approved brand names (Comcast, Xfinity, Comcast Business) and logos consistently, as outlined in brand guidelines. Ensure the tone of product descriptions, category names, and promotional banners is uniform across the site.

Social Perception

Mixed to Negative Customer Service Reputation, Large, Dominant Corporation, Technologically Advancing, Community Engagement Efforts, Employee Experiences Vary

Copy Examples

• •Homepage Banner (Focus: New Arrivals for Employees): Fresh Styles for Team Comcast! Explore new apparel and accessories for [Current Season/Event]. Shop the latest Xfinity gear and Comcast Business essentials now.
• •Product Description (Example: Xfinity Branded Jacket): Stay comfortable and represent Xfinity with our classic lightweight bomber jacket. Featuring an embroidered Xfinity logo, durable construction, and modern fit. Perfect for everyday wear or team events. Available in sizes S-XXL.
• •Email to Employees (Focus: Recognition Program): Recognize Excellence. Our new line of Awards & Trophies is here. Customize awards to celebrate your team's achievements. Visit ComcastMerch to browse the collection and place your order.
• •Social Media Post (If they had one, targeting employees/internal groups): Gear up for [Company Initiative/ERG Event]! Show your pride with exclusive merch from the [Specific ERG] collection on ComcastMerch.com. #ComcastLife #TeamXfinity #[RelevantERGTag]
• •Category Description (Example: Office Supplies): Equip Your Workspace. From quality pens and notebooks to branded tech accessories, find everything you need to stay productive and showcase your Comcast, Xfinity, or Comcast Business pride. Order in bulk for your team or select individual items.