Brand Tone

Enthusiastic & Passionate, Knowledgeable & Authoritative, Humorous & Playful, Confident, Approachable & Friendly, Direct & No-Nonsense

Brand Values

• •Quality & Performance
• •Passion for Hockey
• •Customer Satisfaction
• •Craftsmanship & Expertise
• •Value
• •Personality & Fun
• •Community
• •Global Collaboration & Sustainability

Best Practices

• •Embrace the "Hockey Joe" Persona: Write as if "Hockey Joe" (knowledgeable, passionate, a bit cheeky) is speaking directly to the customer. Use "I" and "we" to create a personal connection.
• •Inject Humor and Playfulness: Don't be afraid to use witty phrases, hockey slang (appropriately), and a lighthearted tone. Words like "waxtastic" or analogies like "grip so strong it could tame a zamboni" are good examples.
• •Highlight Quality & Expertise Confidently: Back up playful language with strong statements about product superiority, craftsmanship, and the brand's understanding of hockey needs.
• •Keep it Enthusiastic and Energetic: Use exclamation points where appropriate and convey genuine excitement for hockey and the brand's products. Language should be active and engaging.
• •Focus on Player Benefits, Relatably: Translate product features into tangible benefits for the hockey player in a way that resonates with their experiences and aspirations on the ice. Talk about improving their game, not just about the product itself.

Social Perception

High-Quality Products, Effective Products, Good Value, Excellent Customer Service, Unique & Likable Details, Trustworthy

Copy Examples

• •Product Ad (Tape): Tired of tape that gives up before you do? Hockey Joe's Premium Cloth Tape is 'Joe Strong' – meaning it sticks with you through every slapshot, deke, and game-winning goal. Get a grip that’s so good, it could tame a Zamboni! Switch to Hockey Joe and feel the difference.
• •Social Media Post (Wax): Slide into DMs? Nah, we slide pucks. With Hockey Joe's 'Waxtastic' Stick Wax, you're not just protecting your blade, you're unlocking sealant protection perfection. Crafted in Hockey Joe's secret hockey laboratory for ultimate puck control and durability. What are you waiting for? Get your wax on!
• •Email Newsletter Subject: Psst... Your Sticks Are Begging For This (Hockey Joe Knows) Body Snippet: Hey Hockey Pro! Joe and Jane here. We’ve been busy cookin' up the good stuff – tape that actually sticks, wax that smells as good as it performs, and pucks ready for your nastiest clapper. Don't let subpar gear hold you back. Gear up with Hockey Joe and elevate your game! P.S. We ship faster than the speed of ice!
• •Website Banner: Quality Hockey Gear That Doesn't Empty Your Wallet. Hockey Joe Approved!
• •About Us Snippet (Playful): Who is Hockey Joe? Part mad scientist (check out our hockey laboratory!), part manufacturing guru, and 100% hockey nut. We believe in top-notch materials, ingenious designs, and gear that makes you say 'Wow!' From our Hoosier-made wax to our globally crafted accessories, it's all 'Joe Strong' and ready for the ice.