Brand Tone

Supportive and Appreciative, Official and Trustworthy, Community-Focused, Value-Oriented, Promotional

Brand Values

• •Service and Support
• •Community Well-being
• •Readiness and Resiliency
• •Value and Affordability
• •Convenience
• •Integrity and Trust

Best Practices

• •Prioritize the "Service" Narrative: Always frame communications around the core mission of serving Coast Guard personnel and their families. Emphasize how ShopCGX supports their unique lifestyle and needs.
• •Highlight Value and Benefits Consistently: Continuously reinforce the advantages of shopping at CGX, such as tax-free savings, competitive pricing, and the direct support for MWR programs.
• •Maintain a Respectful and Professional Voice: As an official entity, ensure all copy is respectful, accurate, and maintains a professional demeanor that reflects the integrity of the U.S. Coast Guard.
• •Foster a Sense of Community: Use inclusive language like "Coast Guard family," "our community," and "we" to build a connection with patrons and reinforce that ShopCGX is an integral part of their support system.
• •Be Clear and Direct in Promotions: When advertising sales or products, be straightforward about the offers and benefits. Ensure promotional language aligns with the overall values of trustworthiness and providing genuine value.

Social Perception

Valued Resource, Supportive of Military Community, Improving Experience, Customer Service Varies, Expansion of Access Well-Received

Copy Examples

• •Headline: Serving Those Who Serve Our Nation. Body: At ShopCGX, we're more than just a store. We're your dedicated partner, offering quality, tax-free shopping and unwavering support for the U.S. Coast Guard family. Every purchase gives back to MWR programs, strengthening our community.
• •Headline: Mission-Ready Savings. Family-First Value. Body: Get everything you need, from official uniforms to everyday essentials, all tax-free. ShopCGX is committed to providing the best value for our dedicated Coast Guard members and their loved ones.
• •Headline: Your Benefit, Your Exchange. Shop Smart, Live Better. Body: Discover exclusive deals and a wide selection of brands at your official Coast Guard Exchange. We're proud to support your lifestyle with convenience, savings, and a commitment to giving back.
• •Headline: More Than a Purchase, It's an Investment in Our Community. Body: When you shop at ShopCGX, you're directly contributing to the Morale, Well-Being, and Recreation of our Coast Guard heroes and their families. Experience the difference of shopping with purpose.
• •Headline: Coast Guard Pride, Delivered to Your Door. Body: From essential gear to exclusive Coast Guard merchandise, find it all online at ShopCGX.com. Enjoy easy, tax-free shopping and dedicated service, wherever you are.