Brand Tone

Premium & Established, Quality-Focused, Enthusiast-Oriented, Functional & Direct, Slightly Aspirational/Lifestyle

Brand Values

• •Prestige & Excellence
• •Quality Merchandise
• •Golfer's Experience
• •Customer Convenience
• •Tradition (in golf)

Best Practices

• •Emphasize Quality and Prestige: Use refined language. Highlight premium materials, recognized brand names (Peter Millar, Greyson), and the connection to the championship Erin Hills Golf Course.
• •Speak to the Golf Enthusiast: Use terminology and references that resonate with golfers (e.g., "fairways," "round," "championship links"). Connect products to the experience and passion for the game.
• •Maintain a Professional and Clean Presentation: Ensure copy is error-free, concise, and well-structured, mirroring the user-friendly nature of the website and the high standards of the Erin Hills brand.
• •Focus on Benefits and Experience (Implicitly): While product descriptions should be accurate, subtly weave in the prestige of the brand and the enhanced experience of owning Erin Hills merchandise (e.g., "Carry a piece of championship history," "Experience the comfort and style trusted on the course").
• •Create a Style Guide: Develop a simple internal guide for vocabulary, tone, and key brand messages to ensure anyone writing copy (website, emails, future social media) adheres to the established Erin Hills voice. This should include preferred terms for the course and merchandise.

Social Perception

Positive Association with the Golf Course, Good Quality Products, Memorabilia/Souvenir Value, Functional Pro Shop, Some desire more detailed product information on the website.

Copy Examples

• •Headline: Erin Hills: Wear the Legacy. Body: From the championship links to your everyday, experience the unmatched quality and prestige of Erin Hills apparel. Shop our curated collection of Peter Millar, Greyson, and exclusive Erin Hills gear.
• •Headline: Championship Style. Enduring Performance. Body: Discover golf apparel and accessories designed for the discerning player. The Erin Hills Pro Shop online offers premium brands and official U.S. Women's Open merchandise, delivered to your door.
• •Headline: Beyond the Round: Erin Hills Essentials. Body: Whether you've walked our fairways or aspire to, bring a piece of Erin Hills home. Explore our latest arrivals in men's and ladies' golf fashion and commemorative gifts.
• •Product Focus (e.g., Peter Millar Pullover): The Erin Hills Peter Millar Perth Performance Pullover: Engineered for comfort, designed with distinction. Experience superior craftsmanship and subtle course pride wherever you go.
• •Email Subject Line: Elevate Your Game: New Arrivals at the Erin Hills Shop. Email Snippet: Prepare for your next round or relive championship moments with the latest performance wear and exclusive accessories from shoperinhills.com.