Brand Tone

Expert and Knowledgeable, Friendly and Approachable, Community-Focused, Service-Oriented, Traditional and Established

Brand Values

• •Customer Service
• •Expertise
• •Family
• •Community
• •Quality and Improvement

Best Practices

• •Emphasize Expertise with a Personal Touch: Always balance technical information and product features with a friendly, approachable voice. Remind customers that there are real, knowledgeable people (a family even) behind the brand, ready to help.
• •Showcase Community and History: Regularly share stories or facts about the brand's long history, its family roots, and its involvement in the local golf community. This builds trust and reinforces the established, reliable image.
• •Be Transparent and Helpful Online: Address potential online shopping concerns proactively. For instance, if pricing is subject to review, explain why in a clear, customer-friendly way (e.g., "Due to rapidly changing stock from our suppliers, online prices are confirmed at purchase to ensure you always get our best, most current offer. Call us for immediate stock checks!").
• •Consistent Voice Across Platforms: Ensure that the tone used on the website, in emails, and on social media channels is harmonious. If Facebook is friendly and community-driven, the website copy should reflect a similar, albeit perhaps slightly more formal, approach.
• •Empower Staff as Brand Ambassadors: Since the staff's expertise and friendliness are key strengths, feature them (with permission) in content where appropriate – perhaps short "Pro Tip" videos or "Meet the Fitter" segments. This humanizes the online brand and connects it to the positive in-store experience.

Social Perception

Locally Trusted, Developing Online Presence, Go-To for Serious Golfers, Slight Online Transaction Ambiguity

Copy Examples

• •Headline: Unlock Your Best Game: Expert Fittings & Friendly Advice Since 1991. Body: For over 40 years, our family has been helping Michigan golfers find their perfect swing. At Golf Country Online, you get more than just equipment; you get decades of expertise, a passion for the game, and a commitment to your improvement. Visit us in-store or explore our curated online selection.
• •Social Media Post (Image: Customer getting a club fitting): Finding the right clubs isn't about guesswork, it's about precision. Our certified fitters combine top-tier tech with a genuine understanding of your game to dial in your specs. Ready to see the difference a perfect fit makes? Book your session today! #GolfCountryFit #MichiganGolf #ExpertAdvice
• •Email Subject: Don't Just Play Golf, Understand It. Body: Hey [Customer Name], at Golf Country, we believe a better game starts with better knowledge. From our year-round practice facility to personalized lessons and the latest gear, we're here to support every step of your golf journey. Come experience the Golf Country difference – where family values and golf expertise meet.
• •Website Banner for New Arrivals: Fresh Gear, Same Trusted Service. Explore the latest arrivals from Callaway, Titleist, and more, backed by the Golf Country family guarantee of quality and expert advice. Shop online or visit our Kimball superstore!
• •Product Description Snippet (for a specific club): Why We Love It: The new [Club Model] offers exceptional forgiveness without sacrificing distance. Our team at Golf Country has seen fantastic results with this on our range, especially for players looking to improve [specific benefit, e.g., 'consistency off the tee']. Got questions? Our family of experts is just a call or click away for personalized advice!