Brand Tone

humorous, relatable, and self-deprecating

Brand Values

• •Fun and Enjoyment
• •Inclusivity
• •Authenticity
• •Not Taking Yourself Too Seriously
• •Quality

Best Practices

• •Embrace Humor and Self-Deprecation: Always lean into the fun, less serious side of golf. The copy should feel like it's written by a witty friend, not a corporation.
• •Use Inclusive and Casual Language: Opt for "we," "us," and "you're" to create a direct and personal connection. Use slang and a conversational tone to make the brand feel approachable.
• •Focus on the "Why," Not Just the "What": Instead of just listing product features, tie them back to the experience of the average golfer. For example, "4-way stretch for unrestricted movement" becomes "4-way stretch for when your swing looks more like a dance move."
• •Encourage Engagement with Questions and Relatable Scenarios: Actively ask for your audience's stories, opinions, and funny moments. This reinforces the community value and makes customers feel like part of the brand.
• •Maintain the Tone in All Communications: From product descriptions and ad copy to customer service emails and social media replies, the humorous, friendly, and relatable voice must be consistent. This builds a strong, memorable brand identity.

Social Perception

The public perception of Mulligan Maniacs is overwhelmingly positive, characterized by relatability, fostering a sense of community, offering desirable and often humorous products, and providing positive, approachable customer service.

Copy Examples

• •Your swing is questionable. Your style doesn't have to be. Introducing "The Hazard," our new performance polo. With 4-way stretch to accommodate that weird little hip thing you do, and moisture-wicking fabric for when you're sweating over a 3-foot putt. Look like a pro, even if you play like one of us. Shop the drop.
• •Performance Polos for the Rest of Us. We believe in second shots, cold beers, and looking great while you search for your ball in the woods. Our polos are made for real golfers. Find Your New Favorite Shirt.
• •Finally, a golf shirt that understands. Let's be honest. You're not going pro next year. But you are going to have a great time with your friends this weekend. Dress for the occasion. Our polos are so comfortable, you'll forget you just triple-bogeyed. Treat Yourself.
• •"I'm just helping the course stay hydrated." What's your go-to excuse for a shot like this? Let us know in the comments. #MulliganManiacs #GolfHumor Tag a friend who needs this polo.
• •The "Shankosaurus Rex" Performance Polo. Go bold or go home... or, in our case, go bold and then go back to the cart to grab another ball. This polo features a prehistoric pattern for a legendary look. With UPF 50+ protection and wrinkle-free fabric, it's built to survive a round with you. Add to Cart.