Brand Tone

Expert Artisan and Passionate Craftsman: confident and authoritative, technical yet accessible, passionate and reverent, trustworthy and professional.

Brand Values

• •Craftsmanship
• •Expertise
• •Quality
• •Preservation
• •Customer Trust

Best Practices

• •Lead with Expertise: Always start from a position of confidence and knowledge. Use phrases that highlight experience and skill, such as "With years of experience," "Our meticulous process," or "The professional's choice."
• •Focus on "Restoration," Not Just "Fixing": Use a vocabulary that elevates the service. Words like "restore," "revitalize," "recondition," and "artisan" are more aligned with the brand than "fix" or "mend." This frames the value as an investment in quality, not just a simple repair.
• •Show, Don't Just Tell: Let the results speak for themselves. Every piece of copy should be paired with strong, high-quality visuals (especially before-and-afters). The text should complement the image by explaining the process and the value of the work shown.
• •Use the Language of the Player: While maintaining a professional tone, incorporate terms that resonate with a dedicated baseball/softball audience (e.g., "gamer," "breaking it in," "pocket," "web swap"). This shows you are a part of their community.
• •Emphasize the Trust Factor: Players are sending you a valuable and often sentimental piece of equipment. Your copy should consistently reassure them. Use phrases like "Trusted by players," "Handled with care," and "Preserving your investment" to build and maintain that confidence.

Social Perception

Viewed as the premier expert, meticulous and skilled, reliable and professional, and artisanal rather than commercial.

Copy Examples

• •More Than a Repair. A Full Restoration. We combine two decades of expertise with the world's finest materials to bring your glove back to life.
• •Some gloves tell a story. Our job is to make sure they can tell it for another generation. This 1980s classic received a complete overhaul: full relace with premium tan leather, deep clean and condition, and palm adhesive replacement. Ready for the next chapter. #GloveRepair #BaseballGlove #GloveRestoration #Craftsmanship
• •Your Glove is an Investment. Protect It. Don't trust your gamer to just anyone. At Glovesurgeon, we treat every glove with surgical precision. From relacing to complete overhauls, we deliver unrivaled craftsmanship that players and collectors trust. Swipe to see our work and book your service today.
• •This is our signature service for the glove that needs it all. We disassemble, deep clean every part, make any necessary structural repairs, replace all lace with your choice of color, and condition the leather to a perfect, game-ready feel. It's not just repaired —it's reborn.
• •Is Your Glove Ready for the Season? A Pro's Checklist.