Brand Tone

Authentic, Passionate, Expert, Knowledgeable, No-Nonsense, Direct, Humorous, Engaging, Community-Focused, Supportive, Approachable

Brand Values

• •Quality
• •Expertise & Honest Advice
• •Passion for Boxing
• •Customer Focus & Service
• •Integrity
• •Community
• •Value/Fairness

Best Practices

• •Channel Wayne's Voice (Internally): Before writing, ask "How would Mad Dog say this?" Embrace the direct, expert, yet passionate and often humorous tone. This doesn't mean every piece of copy needs to be aggressive, but it should always be authentic and knowledgeable.
• •Prioritize Honesty and Expertise: All copy should be grounded in genuine knowledge of boxing and the products. Avoid making claims that can't be substantiated. If a product is for experienced users, say so. If there's a better budget option, suggest it. This builds trust.
• •Inject Personality, Especially on Social Media: Don't be afraid to use the characteristic "Mad Dog" banter and humor where appropriate (especially TikTok, Instagram). This makes the brand relatable and memorable. Balance this with professionalism on more formal platforms like the website's main pages.
• •Focus on the "Why," Not Just the "What": Explain *why* a certain piece of gear is recommended, its benefits, or who it's for, drawing on the expertise of a former champion. This shows value beyond just selling a product.
• •Be Unapologetically Passionate About Boxing: Let the love for the sport shine through in all communications. Whether it's sharing boxing news, tips, or product info, the underlying passion will resonate with the target audience and reinforce brand identity.

Social Perception

Highly Respected & Trusted, Go-To Source for Quality Gear & Advice, Authentic & Real, Knowledgeable & Experienced, Entertaining & Engaging, Customer-Centric

Copy Examples

• •Real Boxing. Real Gear. Real Advice. At Mad Dog's, we don't just sell equipment; we live the sport. Get kitted out by former World Champ Wayne Elcock and feel the difference passion makes. No hype, just the best for your fight.
• •Heard you watched Rocky and now you want the £300 Reyes? 🥊 Let's have a chat first, champ. We'll find what you *need* to get started right, not just what looks flashy. Mad Dog's got your back, not your wallet (mostly 😉). #MadDogsBoxing #RealTalk #BoxingGear #BeginnerBoxer #TrainSmart
• •Fresh drop! The new [Brand Name] [Product Name] are in. Built for performance, tested by us. Because your gear should work as hard as you do. Come in and get the Mad Dog seal of approval. #MadDogsBoxing #NewGear #BoxingEquipment #QualityFirst #TrainHardFightEasy
• •Serious about stepping in the ring? Don't guess with your gear. Mad Dog's Boxing in Sutton Coldfield offers 35+ years of champion experience to get you equipped safely and effectively. From your first pair of gloves to pro-level kit – we speak your language. #MadDogsBoxing #BirminghamBoxing #SupportLocal #BoxingCommunity #ExpertAdvice
• •The Puncher's Choice - For a Reason. Cleto Reyes: legendary name, legendary performance. These aren't for the faint-hearted or the weekend warrior just starting out. If you've earned your stripes and demand precision, durability, and that unmistakable feel, then you know. If you're not sure, ask Mad Dog – we'll tell you straight if you're ready for Reyes. #CletoReyes #ProGear #MadDogsBoxing #NoCompromise