Brand Tone

Stylish & Fashion-Forward, Confident & Assertive, Heritage-Conscious & Authentic, Performance-Oriented & Technical, Approachable & Modern

Brand Values

• •Quality & Craftsmanship
• •Style & Modernity
• •Heritage & Authenticity
• •Performance & Functionality
• •Versatility
• •Sustainability (Emerging Value)

Best Practices

• •Embrace the Heritage: Weave in references to Farah's rich history and its cultural significance, but always connect it to the modern golfer's needs. This adds depth and authenticity.
• •Highlight Style & Performance Equally: Ensure copy gives balanced attention to both the contemporary aesthetic and the technical/performance features of the apparel. Avoid letting one overshadow the other.
• •Use Confident & Evocative Language: Employ strong verbs and descriptive adjectives that convey quality, style, and a sense of modern sophistication. Words like "sharp," "crafted," "contemporary," "dynamic," and "authentic" fit well.
• •Maintain an Approachable Sophistication: While the brand is stylish and heritage-rich, the tone should remain accessible. Avoid overly technical jargon unless clearly explained, and ensure the overall feel is aspirational yet attainable.
• •Be Visually Consistent in Messaging: Ensure the language used in social media, website copy, and ad campaigns aligns with the visual branding (clean, modern, high-quality imagery) to reinforce the overall perception of a stylish, performance-driven brand.

Social Perception

Stylish and Modern Alternative, Good Quality and Value, Respect for Heritage, On-Trend and Versatile, Credible New Entrant

Copy Examples

• •Headline: Farah Golf: Heritage Woven In. Performance Teed Up. Body: Since 1920, Farah has defined confident style. Now, we're bringing a century of craftsmanship to the fairway. Discover apparel that respects the game, and your game.
• •Headline: Swing with Substance. Style with Edge. Body: Don't choose between looking good and playing well. Farah Golf fuses contemporary design with technical fabrics, so your style is as sharp as your shot. Shop the new collection.
• •Headline: From British Subculture to the Golf Course. The F-Tab Evolves. Body: The iconic Farah 'F' has a new turf. Experience golf wear that’s built on authentic heritage and designed for the modern game. Unmistakably Farah, undeniably golf.
• •Headline: More Than Just a Polo. It's a Statement. Body: Our polos aren't just made, they're crafted. With premium performance fabrics and a fit that moves with you, Farah Golf ensures you command attention from the first tee to the 19th hole.
• •Headline: Technical. Tailored. Timeless. Farah Golf. Body: Elevate your golf wardrobe with pieces that blend innovative performance technology with the sharp, clean lines Farah is known for. Ready for any round, stylish for every occasion.