Brand Tone

Performance-Oriented, Authoritative & Knowledgeable, Aspirational & Inspiring, Community-Focused, Modern & Evolving

Brand Values

• •Heritage & Tradition
• •Quality & Craftsmanship
• •Performance & Innovation
• •Passion for Hockey
• •Support & Development

Best Practices

• •Emphasize Performance Benefits: Always link product features to how they will improve a player's game (e.g., "enhanced ball control for tighter dribbling," "increased power for decisive shots").
• •Balance Heritage with Innovation: Acknowledge the brand's rich history but ensure the language also reflects current technology and modern player needs. Avoid sounding outdated.
• •Speak with Authority, but Remain Accessible: Use knowledgeable language about hockey and equipment, but explain technical terms clearly where necessary, especially if targeting a broader audience including developing players or parents.
• •Foster Community and Passion: Use inclusive language. Encourage interaction, celebrate the sport at all levels, and share user-generated content when appropriate (especially for regional channels like @grayshockeynl).
• •Maintain Visual-Verbal Cohesion: Ensure the tone of the copy aligns with the imagery used. Action shots and elite players should be accompanied by performance-driven, aspirational copy. Community photos can have a warmer, more engaging tone.

Social Perception

Established & Trusted, Reliable Quality, Associated with Elite Performance, Sometimes seen as "Classic" or "Traditional", Good for a Range of Players

Copy Examples

• •Headline (Performance & Innovation): "Unleash Your Potential. The All-New GX AEROREADY Series: Lighter, Faster, Fiercer." Body: "Engineered with cutting-edge aerodynamics and our signature Grays power. Feel the difference precision makes. #GraysHockey #NextGenPerformance"
• •Social Media Post (Heritage & Passion): "From grassroots to gold medals, Grays has been part of the journey for generations. What’s your first Grays memory? Share below! 👇 #GraysHockeyLegacy #PassionForHockey"
• •Product Description Snippet (Quality & Authoritative): "The KN12000 Probow: Meticulously crafted with Tri-Tec carbon weave for ultimate power transmission and a refined feel. Trusted by champions, designed for your victory. #GraysHockey #QualityPerformance"
• •Community Engagement Post (Support & Aspirational - for @grayshockeynl): "Future stars in the making! ✨ Great to see so many young talents out on the pitch this weekend. Tag your club and show us your Grays gear in action! #GraysHockeyNL #HockeyToekomst #SupportYourLocal"
• •Website Banner (Modern & Evolving): "Grays: Honoring Tradition, Driving Innovation. Discover the sticks shaping the future of hockey. #FeelTheEvolution #GraysHockey"