Brand Tone

The brand's tone is a blend of Professional Expertise and Direct Passion, characterized by an expert and authoritative voice, personal and passionate undertones from the owner, and a no-frills, direct communication style that prioritizes substance over elaborate marketing.

Brand Values

• •Expertise
• •Quality
• •Community & Passion
• •Authenticity
• •Functionality

Best Practices

• •Always Speak from Experience: Use "we" or "I" to reinforce that the brand is run by a real person. Frame product benefits around on-court performance ("better grip," "faster swing," "more control").
• •Lead with Expertise: Use phrases like "Pro-Selected," "Coach-Approved," or "Our Expert Pick" to leverage the brand's core value. This immediately builds trust and justifies the curated product selection.
• •Keep it Direct and Active: Use strong, active verbs and avoid passive language. Get straight to the point. The customer is a knowledgeable player who values efficiency. Example: Instead of "This racket was made to be powerful," write "This racket delivers power."
• •Focus on Function, Not Just Features: Don't just list technical specs. Translate them into tangible benefits for a squash player. Instead of "125-gram frame," write "A lightweight 125-gram frame for a faster, more aggressive volley."
• •Embrace the Passion: While the tone is professional, don't be afraid to inject passion for the sport. Use words like "dedicated," "competitive," and "love of the game." This connects with the target audience on an emotional level and reinforces the brand's authenticity.

Social Perception

Olis Squash Shop is perceived as a specialist, niche retailer for the dedicated squash player, likely seen as the go-to place for serious amateurs and professionals within its local area. Its reputation is built on word-of-mouth within the squash community, with customers trusting the owner's expert judgment and supporting an authentically sport-focused business.

Copy Examples

• •Engineered for power, designed for precision. The new [Racket Name] isn't for everyone. It's for the player who demands control at the highest speed. Selected and tested by a pro, for your best game yet.
• •Your footwork is everything. Don't compromise. We stock only the squash shoes that deliver superior grip, stability, and on-court agility. Gear up like a professional.
• •Olis Squash Shop is more than a store. It's an extension of the court. Founded by professional coach Oliver Gutenberg, we offer what works. No hype, no frills—just elite-level gear to elevate your game.
• •Stop Searching. Start Playing. Pro-selected squash essentials are right here.
• •The official ball for a reason. Consistent bounce, exceptional durability. Whether you're training or competing, this is the only ball you'll need in your bag. Approved for tournament play.