Brand Tone

Sophisticated, aspirational, respectful, confident, Southern charm, hospitality, and modernity.

Brand Values

• •Quality & Craftsmanship
• •Heritage & Tradition
• •Timeless Style
• •Customer-Centricity
• •Performance & Functionality
• •Versatility
• •Community/Charleston Connection

Best Practices

• •Emphasize Heritage and Quality: Always weave in the brand's connection to Charleston and its commitment to premium materials and craftsmanship. Use evocative language that speaks to tradition and lasting style.
• •Maintain a Sophisticated & Respectful Voice: Avoid overly casual slang or overly aggressive sales tactics. The language should be polished, confident, and welcoming, reflecting Southern hospitality.
• •Highlight Versatility and Performance: Showcase how the apparel functions for golf but is stylish enough for various social settings. Use terms like "seamless transition," "multi-functional," and "performance-driven comfort."
• •Focus on the "Why" (Customer-Centric): Frame benefits around the customer's experience – how the clothes will make them feel, the quality they can expect, and the attentive service they will receive. Reinforce the "customer first" value.
• •Be Visually Consistent with Verbal Cues: Ensure that the imagery and visual branding align with the sophisticated, high-quality, and heritage-rich tone of the copy. The overall message should be cohesive.

Social Perception

Harlestons is perceived as a premium, high-quality menswear brand, particularly favored by golfers who appreciate sophisticated and comfortable apparel. Customers view the brand as reliable, with excellent fit and materials. The connection to Charleston adds a layer of authenticity and charm that resonates with consumers. It's seen as an elevated alternative to more common, heavily-logoed sportswear, offering a more refined aesthetic. The brand is trusted by premier clubs and discerning customers.

Copy Examples

• •Instagram Post (Image: Man in Harlestons polo overlooking a Charleston landmark): Rooted in Charleston. Crafted for everywhere. Experience the timeless appeal and performance of Harlestons, where heritage meets modern movement. #Harlestons #CharlestonStyle #LuxuryPerformance
• •Website Banner (Showcasing a new collection): Introducing The Heritage Collection: Uncompromising quality and sophisticated design, inspired by the spirit of American golf. Discover pieces built to perform, designed to impress. #TimelessElegance #GolfApparel
• •Email Subject Line (for a seasonal promotion): Elevate Your Game: Discover Harlestons' New Arrivals for On and Off the Course.
• •Product Description Snippet (for a performance pullover): Seamlessly transition from the 18th green to your evening plans. Our [Product Name] Pullover combines premium, weather-resistant fabric with a tailored fit, ensuring you look and feel your best, no matter the occasion. #VersatileStyle #PerformanceWear
• •Facebook Ad (Targeting golf enthusiasts): More than just apparel, it's a Harlestons. Experience the difference of Charleston-born craftsmanship and superior comfort. Shop our collection of refined golf wear and discover your new favorite. #HarlestonsGolf #QualityWithoutCompromise