Brand Tone

aspirational, empowering, and sophisticated; also friendly and community-oriented.

Brand Values

• •Quality and Functionality
• •Feminine Elegance
• •Empowerment
• •Community
• •Sustainability

Best Practices

• •Always Lead with the "Why": Every piece of copy should, in some way, connect back to the brand's origin story—the search for stylish, functional golf wear for women. This reinforces the brand's purpose and resonates with the target audience's own experiences.
• •Emphasize Quality and Luxury: Consistently use keywords like "luxurious Italian fabric," "premium quality," "Swedish design," and "meticulous details" to reinforce the high-end positioning of the brand.
• •Speak the Language of Empowerment: Use strong, positive, and confident language. Frame the products not just as clothing, but as tools that help women feel their best and perform their best.
• •Foster Community Through "You": Address the customer directly using "you" and "your." Ask questions in social media captions to encourage engagement and feature user-generated content to make the community the hero.
• •Maintain Visual and Verbal Consistency: Ensure that the elegant, clean, and sophisticated tone is reflected not just in the words, but also in the quality of the visuals used across all platforms. The copy and the creative should always feel like they belong together.

Social Perception

Highly positive, viewing it as a premium, high-quality brand that genuinely understands the needs and desires of female golfers. Customers perceive the brand as a solution to a long-standing problem in the sportswear market. The "by women for women" aspect resonates strongly, building trust and authenticity. It is seen as both a stylish and a smart investment for those serious about their sport and personal style.

Copy Examples

• •That feeling when your outfit is as strong as your swing. Our Althea polo, crafted from luxurious Italian fabric, is designed for effortless movement and timeless style. So you can focus on the game, knowing you look and feel your best. #INDRAwoman #GolfInStyle
• •Headline: Finally, Golf Wear That Gets You. Body: Tired of compromising between style and performance? So were we. INDRA Sportswear was created for women who love golf and value elegance. Discover our collection of Swedish-designed, Italian-made apparel and elevate your game. Shop now for 20% off your first order.
• •Meet your new favorite golf trousers. The 'Isadora' is the epitome of comfort and sophistication. With a flattering high waist and a four-way stretch, they move with you from the first tee to the final putt. The quick-dry, breathable fabric ensures you stay comfortable, while the clean, minimalist design pairs perfectly with any top in your wardrobe. It’s not just sportswear, it’s a game-changer.
• •Subject: A Style Upgrade for Your Next Round. Hi [Customer Name], step onto the course with confidence. At INDRA, we believe that the right apparel can inspire a better game. Designed by women for women, our latest collection combines high-performance fabrics with a touch of Scandinavian elegance. Ready to find your new power outfit?
• •Text Overlay: POV: You found the perfect golf clothes that are actually stylish AND comfortable. Caption: Game day just got a major upgrade. ✨ #golfwear #womensgolf #sportswear #scandistyle #indrasportswear