Brand Tone

Professional and Authoritative, Confident and Performance-Oriented, Heritage-Driven and Trustworthy, Relentless and Bold, Helpful and Solution-Oriented

Brand Values

• •Accuracy and Precision
• •Relentless Performance & Quality
• •Innovation
• •Heritage and American Craftsmanship
• •Customer Focus (Implied)
• •Thoughtful Stewardship

Best Practices

• •Prioritize Performance & Precision: Always lead with how Leupold technology translates to tangible benefits on the course – accuracy, speed, and confidence. Use strong, active verbs.
• •Maintain a Confident, Authoritative Voice: Position Leupold as the expert in golf optics. Avoid overly casual or hesitant language. Statements should be declarative and assured.
• •Subtly Weave in Heritage and Reliability: Remind the audience of Leupold's long-standing reputation for quality optics without overstating it. This builds trust and justifies the premium nature of the products.
• •Focus on the Serious Golfer: While accessible, the primary target is the golfer who is keen on improving their game and invests in quality equipment. The copy should resonate with their desire for a competitive edge.
• •Be Relentless in Messaging: Consistently echo the "Be Relentless" tagline's spirit by emphasizing overcoming challenges, pushing limits, and achieving peak performance through the use of Leupold products.

Social Perception

Positive Perception for Product Quality and Accuracy, Seen as a Premium, High-End Brand, Reputation for Good Optics, Flies Under the Radar

Copy Examples

• •Headline: Precision Redefined. Confidence Unleashed. Body: Stop guessing. Start dominating. Leupold Golf rangefinders deliver unerring accuracy with our advanced DNA® engine and PinHunter™ technology. Know your distance. Own your shot. Be Relentless.
• •Headline: The Only Opinion That Matters on the Tee Box? Yours. Backed by Leupold. Body: With True Golf Range® (TGR®) technology factoring in incline, decline, and atmospheric conditions, your Leupold gives you the definitive yardage. Play with conviction. Play with Leupold.
• •Headline: Built for Your Pursuit. Engineered for the Elements. Body: From misty mornings to challenging lies, Leupold Golf rangefinders are waterproof and built to perform. Our legacy of optical excellence ensures clarity when it matters most. Don't just play the round, conquer it.
• •Headline: Faster Than Doubt. More Accurate Than Hope. Body: Lock onto the flag in an instant. Our Flag Lock technology and lightning-fast measurements eliminate uncertainty, so you can focus on pure execution. Elevate your game. Choose Leupold.
• •Headline: Your Caddie. Miniaturized. Weaponized. Body: Select models feature our intelligent Club Selector, recommending the right stick based on your personal hitting strength and course conditions. It’s more than a rangefinder; it’s your secret weapon for lower scores.