Brand Tone

Professional and Authoritative, Quality-Centric, Heritage-Rich and Personal, Community-Focused

Brand Values

• •Quality and Durability
• •Heritage and Expertise
• •Customer Satisfaction and Personal Service
• •Team Spirit and Identity
• •Fairness

Best Practices

• •Always leverage the unique story of the founder, Hans Georg Gundlach. It's a powerful differentiator that immediately establishes authority and a commitment to quality.
• •Frame all product benefits around the team. Use words like "unity," "identity," "cohesion," "professional appearance," and "team spirit" to connect with your target audience of clubs and organizations.
• •The brand's tone is premium. Avoid language that suggests "cheap" or "fastest." Instead, use terms like "durable," "high-quality," "long-lasting," "premium," and "expert craftsmanship."
• •Position the brand as an expert partner, not just a supplier. Encourage direct communication with phrases like "Receive a personal consultation," "Our experienced team will advise you," and "Let's discuss your project."
• •When targeting specific sports (equestrian, skiing, etc.), use terminology and imagery that resonates with that audience. This shows you understand their specific needs and reinforces your expertise, as seen in the website's structure.

Social Perception

A specialized, high-end provider for team apparel rather than a bulk, low-cost printer. Perceived as a reliable partner for specific needs, such as equestrian club outfits or professional-looking team kits. Reputation is likely built on word-of-mouth within niche communities and direct B2B relationships. Perceived as experts in their field, not as a general-purpose t-shirt shop.

Copy Examples

• •Born from championship spirit. Worn by your team. HGG was founded by a European champion who knows that quality makes a winner. Outfit your riding club in apparel that's built on a legacy of excellence. Discover our collection.
• •More than a logo on a shirt. It's your team's identity. For over 20 years, we've helped companies build unity with premium, durable apparel that lasts. Let's create a look that reflects your standard of quality. Get a personal consultation today.
• •From the slopes to the podium, your team deserves to look the part. Our high-performance textiles are designed for durability and comfort, ensuring your team spirit shines through in any weather. Gear up with HGG Teamsport.
• •Quality is in our DNA. HGG Teamsport grew from the legacy of a world-class equestrian champion. Today, we bring that same commitment to excellence to every team we outfit. Experience the difference that heritage makes.
• •Strengthen Your Team Spirit. With custom apparel crafted from decades of expertise and a commitment to quality, we help your team stand together. Fair production. Lasting quality. Unmistakable identity.