Brand Tone

Authentic & Knowledgeable, Aspiring & Supportive, Performance-Oriented & Confident, Community-Focused & Engaging, Professional yet Approachable

Brand Values

• •Authenticity
• •Performance & Quality
• •Development & Support
• •Trustworthiness & Reliability
• •Sophistication & Effectiveness
• •Community & Connection
• •Value

Best Practices

• •Anchor to Authenticity: Always tie messaging back to the brand's roots – founded by a professional goalkeeper. Use language that reflects genuine experience and understanding of the position (e.g., "We know what it takes," "From one keeper to another").
• •Balance Professionalism with Passion: While highlighting the technical ("Sophisticated," "Effective") aspects and quality of the gloves, infuse copy with the passion and dedication inherent in the sport and the brand's commitment to player development.
• •Speak to the Goalkeeper's Journey: Frame products and services as tools for growth and success, acknowledging the challenges and triumphs of being a goalkeeper. Use aspirational yet supportive language.
• •Maintain a "By Pros, For All Levels" Inclusivity: While emphasizing the professional-grade design and that gloves are "worn by MLS pros," ensure the tone remains welcoming and relevant to goalkeepers at every stage, from youth to professional. Avoid overly elitist language.
• •Adapt Tone for Platform, But Keep Core Values Consistent: While social media like TikTok can be more informal and energetic, the underlying values of performance, authenticity, and support should still resonate. Website copy might be more detailed and slightly more formal, but the core message remains.

Social Perception

Positive Quality & Performance, Credible & Trustworthy, Good Value for Money, Supportive of Goalkeeper Development, Growing Brand with Potential, Engaging Online Presence

Copy Examples

• •Headline: Your Journey Starts with SET. Body: From your first save to your pro debut, SET GK is with you every step of the way. Designed by pros, for the ambition in every keeper. Experience the sophisticated, effective, and trustworthy difference. #SETGK #GoalkeeperGloves #NextLevelPerformance
• •Headline: Grip That Speaks Volumes. Silence the Doubters. Body: Feel the control, command your box. Our supreme contact latex delivers unwavering grip in all conditions. Because when the game is on the line, your gloves shouldn't be a question mark. #SETGKPerformance #TrustedByPros #CleanSheetMentality
• •Headline: More Than Just Gloves. It's a Goalkeeper's Edge. Body: At SET GK, we don't just craft elite gloves; we cultivate talent. Founded by a pro keeper, we pour our experience into every stitch and every development program. Get equipped, get empowered. #SETGoalkeeping #DevelopYourGame #AuthenticPerformance
• •Headline: The SET Position: Where Confidence is Built. Body: Sophisticated design. Effective on the field. Trustworthy in every save. That's the SET GK promise. Gear up with gloves built on experience and a passion for goalkeeping. #SETGK #GoalkeeperLife #TrustTheProcess
• •Headline (Sale Focused): Elevate Your Game, Not Your Budget. Body: Pro-level performance is now within reach. The SET GK sale is ON! Get the grip, comfort, and durability demanded by the best, at a price that supports your journey. Don't just play, dominate. #SETGKSale #GoalkeeperDeals #QualityMeetsValue