Brand Tone

Practical & Value-Oriented, Helpful & Accessible, Occasionally Playful/Innovative

Brand Values

• •Quality & Durability (Aspired)
• •Customer Satisfaction
• •Affordability/Value
• •Practicality & Functionality
• •Innovation (in specific niches)

Best Practices

• •Focus on the Golfer's Needs: Frame product benefits around solving common golfer problems or enhancing their game in a practical way. (e.g., "Keeps your clubs clean for better shots," "Reach those errant balls with ease").
• •Highlight Value Clearly: Don't shy away from mentioning affordability or good value. Use phrases like "great value," "affordable quality," or "save without sacrificing performance."
• •Keep it Straightforward and Clear: Use accessible language. Avoid overly technical jargon unless explaining a specific product feature that requires it. The message should be easy to understand quickly.
• •Inject Personality Where Appropriate: For novelty items or when engaging on social media, allow a touch of humor or playfulness, reflecting the fun side of golf. This can differentiate the brand.
• •Maintain a Helpful and Approachable Stance: Ensure the copy sounds supportive and understanding of the golfer's experience, reinforcing the "impeccable customer service" value. Use welcoming and encouraging language.

Social Perception

Reliable Go-To for Basics, Good Value Proposition, Mixed Durability Views, Helpful Problem Solvers (for some products), Established, Not Premium

Copy Examples

• •For a Ball Retriever: "Stop sacrificing balls to the water gods! Our JP Lann Ball Retriever extends your reach and saves your wallet. Durable, easy to use, and back in your bag in a snap. More play, less pay."
• •For Golf Tees: "The unsung hero of every great drive. JP Lann’s [Material, e.g., Natural Wood] Tees: durable, dependable, and ready for round after round. Stock up and tee off with confidence, without breaking the bank."
• •For the "Slic Stic": "Tired of that banana ball? The JP Lann Slic Stic helps straighten things out for longer, fairer fairways. It's your little secret to a more enjoyable round (we won't tell if you don't!)."
• •For a Golf Towel: "Muddy clubs? Sweaty grips? Not on our watch. The JP Lann Tri-Fold Golf Towel keeps your gear clean and your game sharp. Absorbent, durable, and clips right where you need it."
• •General Brand Ad: "Since 1973, JP Lann has been outfitting golfers with quality accessories that just work. From tees to retrievers, we deliver practical solutions at prices that keep you on the course. Gear up with JP Lann – your reliable partner in golf."