Brand Tone

Relatable, Humorous, and Unapologetic

Brand Values

• •Inclusion & Accessibility
• •Comfort & Quality
• •Self-Expression
• •Community
• •Sustainability

Best Practices

• •Embrace the "Everyman" Golfer: Always write from the perspective of a regular golfer. Use "we" and "you" to create a direct conversation with the audience. Acknowledge the common frustrations and joys of the game, like shanking a drive or the relief of a two-putt.
• •Lead with Humor, Follow with Quality: Use the relatable humor of the brand name to grab attention, but always pivot to the tangible benefits of the apparel—comfort, performance fabrics, and sustainable production. The joke gets them to listen; the quality gets them to buy.
• •Reject Elitism: Actively use language that positions the brand against the old guard of golf. Phrases like "not your father's golf attire," "break from tradition," and "for everyone" reinforce the core value of inclusivity.
• •Build a Community, Not Just a Customer Base: Use language that fosters a sense of belonging. Refer to your audience as a "movement," a "new generation," or a community. Encourage user-generated content by asking them to share their "double bogey moments."
• •Be Confident and Unapologetic: The brand's voice is bold and self-assured. Avoid wishy-washy language. Make definitive statements like "We are the movement" and "This is the new era of golf." This confidence is contagious and makes customers proud to associate with the brand.

Social Perception

The public perceives Double Bogey Down as a fresh, stylish, and high-quality alternative to legacy golf brands. Customers see it as a company that understands their experience—the fun, the frustration, and the desire to look good without taking themselves too seriously. The brand is successfully viewed as being for the "modern golfer" who values aesthetics and comfort.

Copy Examples

• •Some days you're chasing birdies. Most days, you're just trying to avoid a donation to the water hazard. Look good doing either. Our Fore-Shore Vibes polo is built for comfort, from the first tee to the 19th hole. #DoubleBogeyDown #GolfApparel #LookGoodPlayBad
• •We started Double Bogey Down because we believe golf should be for everyone. Not just for the pros. Not just for the members-only crowd. We make premium, comfortable apparel that lets you be you. Ready to join the movement?
• •Whether your Sunday involves cheering for a touchdown or sinking a 4-foot putt for a double bogey, our new Gameday Collection has you covered. Inspired by the passion of the fans, designed for the comfort of the player. Shop now and wear your pride on the course.
• •Premium Style. Unapologetic Comfort. For the 99% of golfers who are here for a good time, not just a good score.
• •Our official swing coach says you're doing great. What's your go-to on-course snack? [Hot Dog] or [Whatever's in the bag]