Brand Tone

Authoritative & Established, Passionate & Enthusiastic, Supportive & Community-Focused, Professional & Quality-Driven, Inclusive

Brand Values

• •Heritage & Tradition
• •Quality & Performance
• •Community & Support
• •Passion for Rugby
• •Inclusivity
• •Innovation

Best Practices

• •Emphasize Heritage with Modern Relevance: Consistently weave in Gilbert's rich history but connect it to modern performance and the current Canadian rugby scene. Avoid sounding dated by focusing on ongoing innovation.
• •Show, Don't Just Tell, Community Support: Feature stories, images, and videos of local Canadian teams, players, and community initiatives that Gilbert supports. This authenticates the "community-focused" value.
• •Balance Professionalism with Passion: When discussing products, maintain a professional tone focusing on quality and technical aspects. When discussing the game or community, let the passion and enthusiasm shine through.
• •Maintain Inclusive Language: Ensure all copy uses inclusive language that reflects the "Rugby For All" value, appealing to a diverse audience within the Canadian rugby community.
• •Be an Authoritative Voice, Authentically Canadian: Leverage Gilbert's global authority but tailor the voice specifically for the Canadian audience. Reference Canadian teams, players, and specific Canadian rugby contexts to build a stronger local connection. Use hashtags relevant to Canadian rugby.

Social Perception

Trusted Authority, Integral to Canadian Rugby, Community-Oriented, Reliable & High Quality, Engaged with Fans

Copy Examples

• •Headline: Heritage Meets Performance: The Gilbert Difference on Canadian Pitches. Body: For over 200 years, Gilbert has been at the heart of rugby. In Canada, we're proud to continue that legacy, equipping players at every level with the quality and innovation they trust. From grassroots to glory, play with confidence. #GilbertRugbyCanada #Since1823
• •Headline: Fueling Canadian Rugby Passion, One Ball at a Time. Body: At Gilbert Rugby Canada, we live and breathe rugby. We're committed to supporting the growth of the game across the nation, providing the best equipment for every scrum, ruck, and try. Join the Gilbert family and let's grow the game together! #GrowTheGame #CanadianRugby #SupportLocalRugby
• •Headline: More Than Just a Ball. It's a Commitment. Body: As the official ball of Rugby Canada, our commitment goes beyond the pitch. We're invested in our communities, supporting initiatives that make rugby inclusive and accessible for all. Quality gear, passionate support. That's Gilbert Rugby Canada. #RugbyForAll #CommunityRugby #GilbertSupports
• •Headline: Engineered for Excellence. Trusted by Canada's Best. Body: When performance is paramount, champions choose Gilbert. Our precision-engineered balls and equipment are designed for durability and optimal play, trusted by national teams and local heroes alike. Elevate your game with Gilbert. #GilbertPerformance #RugbyEquipment #MadeForRugby
• •Headline: Your Rugby Journey Starts Here. We've Got Your Back. Body: Whether you're new to the game or a seasoned veteran, Gilbert Rugby Canada provides the gear and support you need to succeed. From training essentials to match-day must-haves, find everything you need to play your best. Passionate about your passion. #GilbertRugby #CanadianRugbyFamily #PlayWithPassion