Brand Tone

Supportive and Understanding, Helpful and Customer-Oriented, Passionate and Authentic, Innovative and Solution-Oriented

Brand Values

• •Quality
• •Integrity and Honesty
• •Community/For Officials, By Officials
• •Customer Satisfaction & Support
• •Innovation and Convenience
• •Passion for Hockey

Best Practices

• •Speak as an Official to Officials: Use language and address pain points that resonate specifically with hockey referees. Emphasize the shared passion for the game and understanding of their role.
• •Highlight Solutions and Innovation: Focus on how products solve specific problems for referees (e.g., pre-installed Velcro, durable materials, better protection) and make their job easier or more enjoyable.
• •Maintain a Helpful and Supportive Voice: Ensure all communication, from product descriptions to customer service interactions, is approachable, empathetic, and geared towards assisting the official.
• •Emphasize Quality and Reliability: Consistently message the durability and trustworthiness of the products, reinforcing that the gear is built to withstand the rigors of officiating.
• •Showcase Passion and Authenticity: Let the genuine love for hockey and the officiating community shine through. Share stories, tips (like on the blog), and engage with officials to build a strong community connection.

Social Perception

Reliable and Trustworthy, A Go-To Source for Specialized Gear, Supportive of Officials, Good Value, Responsive and Service-Oriented

Copy Examples

• •Headline: Tired of Gear That Doesn't Get You? Body: As refs, we know the game's demands. That's why Hockey Ref Shop delivers innovative, quality equipment designed by officials, for officials. Gear up with those who understand your needs on the ice. #ByRefsForRefs
• •Headline: Focus on the Call, Not Your Comfort. Body: Our exclusive pre-Velcroed sweaters and thoughtfully designed protective gear mean less hassle in the locker room and more confidence on the ice. Experience the Hockey Ref Shop difference – equipment that works as hard as you do.
• •Headline: The Right Gear. The Right Price. The Right Call. Body: At Hockey Ref Shop, we’re passionate about supporting the officiating community. Get durable, innovative referee equipment backed by dedicated customer service, all without breaking the bank. Make the right call with us!
• •Headline: From Our Crease to Yours: Equipment You Can Trust. Body: We’re hockey officials, just like you. We’ve felt the need for better, more convenient gear, and that’s what we deliver. Shop our curated selection and feel the passion in every product.
• •Headline: Don't Let Equipment Hold You Back. Body: Your focus should be on the game, not on gear that's outdated or uncomfortable. Hockey Ref Shop is committed to providing innovative solutions that make your job easier and more enjoyable. Great gear, fast shipping, and service that understands.