Brand Tone

Inspirational, Authentic, and Personable.

Brand Values

• •Resilience and Dedication
• •Family
• •Visibility and Advocacy
• •Community

Best Practices

• •Lead with Authenticity: Share genuine experiences, both the triumphs and the struggles. This builds trust and makes the brand more relatable.
• •Highlight Core Values: Consistently weave themes of family, resilience, and advocacy into the narrative across all platforms.
• •Engage the Community: Actively respond to comments and create interactive content (like Q&As) to foster a strong connection with the audience.
• •Balance the Personal and Professional: Mix high-performance athletic content with relatable personal moments to present a well-rounded and humanized brand.
• •Use an Inspirational and Empowering Tone: Frame challenges as opportunities for growth and use the platform to inspire followers, especially young athletes.

Social Perception

Role Model, Elite Athlete, and Relatable Figure.

Copy Examples

• •Every game is a battle, and tonight was no exception. So proud of the fight this team showed. The energy from the crowd was electric! Thank you for believing in us. We tt rest, reset, and get back to work. #PWHL #Hockey #Goaltender #Teamwork
• •(Voiceover) "Balancing pucks and parenthood. From morning practice on the ice to evening story time at home, some days are a whirlwind. But I wouldn tt trade this beautiful chaos for anything. Every moment fuels the next. #AthleteMom #WomensHockey #LifeOnAndOffTheIce"
• •Staying at the top of my game means fueling my body right. That tts why I ttve partnered with [Brand Name]. Their products help me recover faster and train harder. Ready for whatever the season throws at me. Use my code EMASCH38 for 15% off. #ad #Performance #AthleteLife
• •Proud of who I am, on and off the ice. To everyone in the LGBTQ+ community, know that you belong in sports. Your strength, courage, and authenticity make the game better for everyone. Love is love. #Pride #LoveWins #HockeyIsForEveryone
• •Ask me anything! From my favorite pre-game meal to my strangest goalie superstition. Drop your questions below and I ttll answer them throughout the day. Can ttt wait to chat with you all! #AMA #GoalieLife #Community