Brand Tone

Professional, Authoritative, Supportive, Official/Formal

Brand Values

• •Service to Officials
• •Quality
• •Accessibility/Convenience
• •Support for Interscholastic Athletics
• •Professionalism

Best Practices

• •Maintain Professional Language: Avoid slang, overly casual phrasing, or humor that might undermine the seriousness and authority associated with officiating and the NFHS. Keep the language clear, concise, and respectful.
• •Emphasize Authority and Official Endorsement: Consistently reference the NFHS connection and the "official" nature of the products. Use phrases like "Officially Recognized," "NFHS Approved," "The Standard For," to reinforce legitimacy.
• •Be Supportive and Enabling: Frame product descriptions and calls to action around how the gear helps officials perform their duties effectively, comfortably, and professionally. Highlight benefits like durability, compliance, and quality.
• •Focus on Quality and Reliability: Use words that convey the dependability of the products, such as "durable," "high-quality," "reliable," "performance-grade." This aligns with the need for officials' gear to withstand active use.
• •Ensure Clarity and Directness: Provide clear information about products, their purpose, and their connection to NFHS standards. Avoid jargon where possible, or explain it if necessary for a niche audience. The copy should be easy to understand and act upon.

Social Perception

Trusted Resource (Potentially), Necessary Service, Neutral to Positive (Store Specific), Perception Influenced by Broader NFHS Initiatives

Copy Examples

• •Headline: Equip Your Authority. Official Gear for NFHS Officials. Body: Step onto the field or court with confidence. The NFHS Officials Store provides officially recognized apparel and equipment, ensuring you meet national standards with quality you can trust. Shop now for the gear that defines your role.
• •Headline: The Standard in Officiating. Yours at the NFHS Officials Store. Body: Uphold the integrity of the game with apparel designed for performance and professionalism. As the official supplier, we offer Smitty apparel and essential accessories at competitive prices, directly supporting your commitment to high school sports.
• •Headline: Your Calling. Your Gear. Officially Supplied. Body: Answer the call to officiate with the assurance of NFHS-approved gear. From rule books to full uniforms, find everything you need to perform at your best. Quality, reliability, and the official mark of excellence.
• •Headline: Focus on the Game, Not Your Gear. Body: The NFHS Officials Store delivers durable, professional-grade apparel and equipment so you can concentrate on what matters most. Get equipped with officially endorsed Smitty products and accessories. Order today for a seamless season.
• •Headline: Essential Equipment for Every Call. Body: From the first whistle to the final out, ensure you're fully prepared. The NFHS Officials Store offers a comprehensive selection of apparel and accessories, backed by the authority of the National Federation of State High School Associations.