Brand Tone

Authentic & Genuine, Relaxed & Laid-back, Philosophical & Reflective, Community-focused & Inclusive, Appreciative of Craftsmanship & Quality, Inspirational & Aspirational (in a grounded way)

Brand Values

• •Connection & Relationships: 'Linking souls' through shared experiences, particularly golf, but also a broader sense of community.
• •Living Well & Time Well Spent: Emphasized by 'Tempus Fugit' and a focus on family, friends, nature, and personal interests.
• •Authenticity & Being True to Oneself: Moving away from the 'corporate game' to create something meaningful.
• •Comfort & Quality: Prioritizing soft, high-quality fabrics and versatile, lasting apparel.
• •Community & Social Responsibility: Actively participating in and giving back to their local community, most notably with Goat Hill Park.
• •Love of Golf & Its Traditions (with a modern, relaxed approach): Rooted in the game but making it more accessible and less stuffy.
• •Artistic Expression & Craftsmanship: Descending from a line of golfers, craftsmen, and artists.

Best Practices

• •Embrace Storytelling: Share the 'why' behind LINKSOUL – the philosophy, the community efforts (like Goat Hill Park), and the passion for a life well-lived.
• •Use Authentic, Relatable Language: Avoid overly corporate or technical jargon. Opt for words that evoke comfort, connection, and the laid-back California spirit. Think 'genuine,' 'handcrafted,' 'community,' 'soulful.'
• •Incorporate Key Philosophical Phrases: Naturally weave in 'Tempus Fugit,' 'Make Par, Not War,' and the idea of 'linking souls' to reinforce core values.
• •Maintain a Conversational, Inclusive Tone: Write as if speaking to a friend or a member of the community. Foster a sense of belonging.
• •Highlight Versatility and Quality: Emphasize how the apparel fits into a broader lifestyle beyond just golf, and underscore the commitment to comfortable, durable materials.

Social Perception

LINKSOUL is generally perceived as a premium, high-quality lifestyle brand with deep roots in golf but appealing to a broader audience that values comfort, style, and an authentic, laid-back philosophy. Customers appreciate the versatility of the clothing, allowing for seamless transitions from the golf course to everyday life. The brand is seen as more than just an apparel company; its commitment to community and its philosophical underpinnings resonate with its followers ('Linksouldiers'). There's a strong association with co-founder John Ashworth and his established reputation in the golf apparel world, lending credibility and an expectation of quality. The 'California cool' aesthetic is well-received and seen as a defining characteristic. The brand's efforts like saving Goat Hill Park contribute positively to its image as a company that cares about more than just profits.

Copy Examples

• •Headline: More Than a Game. It's How We Connect. Body: At LINKSOUL, we believe golf is just the beginning. It's the shared moments, the stories made, the souls linked. Our apparel is crafted for these connections—on the course, by the coast, and wherever your time well spent takes you. Tempus Fugit. Live it well. #LinksoulLife
• •Headline: Crafted for Comfort. Designed for Life. Body: From the first light tee time to an evening with friends, our pieces move with you. Inspired by our California roots, we use only the softest, most durable fabrics because quality isn't just a detail, it's our philosophy. #WearYourStory #TempusFugit
• •Headline: Make Par, Not War. Our Mantra. Your Style. Body: It’s a way of life. A nod to the soul of the game and the peace found in a day well played. Discover apparel that’s as much about a mindset as it is about the moment. #Linksoul #GolfPhilosophy
• •Headline: The Feel of California. The Soul of Golf. Body: We started LINKSOUL with friends, for friends. To create something real. Clothing that feels as good as a perfectly struck shot and as comfortable as an old friendship. Join our community. #Linksouldier #CaliforniaCool
• •Headline: Time Flies. Dress Accordingly. Body: Every moment is an opportunity. For connection, for joy, for being present. Our versatile apparel is designed to let you transition effortlessly through your day, so you can focus on what truly matters. This is LINKSOUL. #TempusFugit #Lifestyle