Brand Tone

Passionate & Enthusiastic, Official & Authentic, Fan-Centric & Community-Oriented, Current & Informative

Brand Values

• •Authenticity
• •Fan Dedication
• •Quality
• •Community & Connection
• •Exclusivity

Best Practices

• •Know Your Audience – Speak Their Language: Understand that the audience is passionate hockey fans. Use language, hashtags (#LetsGoOilers, #OilCountry), and references that resonate with them.
• •Emphasize Authenticity and Exclusivity: Consistently highlight that products are official and that many items are exclusive to the store. This builds trust and perceived value.
• •Fuel the Fandom: Tap into the excitement of game days, player achievements, and team milestones. Copy should be energetic and share in the fans' passion.
• •Be the Official Voice: Maintain a tone that is authoritative yet approachable as the official team store. Provide clear, accurate information about products, store hours, and events.
• •Foster Community: Use inclusive language ("Oil Country," "fellow fans"). Encourage interaction and make fans feel like they are part of a larger family. Engage with comments and messages on social media to reinforce this connection.

Social Perception

The Go-To Source, Integrated with the Fan Experience, Provider of Exclusive Items, Representative of Team Pride, Responsive (Customer Service)

Copy Examples

• •Headline (New Product Launch): Gear Up Like The Greats! Fresh McDavid & Draisaitl Authentics Have Landed. Shop Now & Own a Piece of Oilers History.
• •Social Media Post (Game Day): IT’S GAME DAY, OIL COUNTRY! 🏒🔵🟠 Rep your colours LOUD & PROUD. Swing by ICE District Authentics for your essential game day gear – we’re open ‘til the final buzzer! Let’s Go Oilers! #Oilers #LetsGoOilers #IceDistrict
• •Website Banner (Exclusive Collection): Exclusive to ICE District Authentics: The Heritage Collection. Celebrate the legacy. Wear the pride. Limited stock available – don’t miss out!
• •Email Subject Line (Promotion): Oil Kings Playoff Push! Get Your Official Fan Gear + Special Offer Inside!
• •Product Description Snippet (Game-Used Item): Own an authentic piece of the action! This game-used [Player Name] stick, straight from the ice at Rogers Place, is a true collector’s item for the ultimate Oilers aficionado. Certified by ICE District Authentics.