Brand Tone

Enthusiastic & Performance-Driven, Technical & Innovative, Confident & Bold, Relatable to Amateurs, Aspirational to Pro-Level Feel

Brand Values

• •Performance Enhancement
• •Innovation & Design Excellence
• •Love of the Game & Fun
• •Integrity & Camaraderie
• •Accessibility (to a degree)

Best Practices

• •Focus on Benefits, Supported by Features: Always lead with what the golfer will achieve (e.g., more spin, better control, more fun), then briefly explain the technology that delivers it (e.g., X-Spin grooves, Vertical Balance).
• •Use Strong, Action-Oriented Verbs: Words like "unleash," "dominate," "command," "attack," "stick it," "rip it" create excitement and convey performance.
• •Maintain an Enthusiastic and Confident Voice: Show genuine passion for the game and unwavering belief in the product's capabilities. Avoid hesitant or overly modest language.
• •Incorporate Technical Terms Selectively and Simply: While the technology is a key selling point, explain it in a way that's accessible and focuses on the performance outcome for the average golfer. Don't overwhelm with jargon.
• •Embrace the "Fun" Aspect, Especially for Non-Conforming Clubs: Clearly differentiate between tour-conforming and "freestyle" or non-conforming options, highlighting the pure enjoyment and "wow" factor the latter can bring to casual rounds.

Social Perception

Specialists in Spin, Innovative and High-Quality, Fun-Focused (especially non-conforming clubs), Good Customer Service, Potential for Ball Wear

Copy Examples

• •Headline: Stop Watching Your Shots Roll Out. Start Making Them Dance. Body: Tired of good approaches turning into long putts? SmithWorks X-Spin Wedges are engineered for one thing: radical spin and unmatched control. Get ready to stick it close. #SmithWorksGolf #SpinToWin #ShortGameDomination
• •Headline: The Secret Weapon Your Buddies Won't See Coming. Body: Unleash tour-level check and backspin with SmithWorks Golf. Our innovative designs help you attack pins and save strokes around the green. It’s not just a wedge, it’s a statement. #GolfTech #WedgeGame #LowerScores
• •Headline: Remember When Golf Was Pure Fun? We Do. Body: Our (Non-Conforming) Freestyle Wedges bring back the joy of zipping it back like the pros. For those rounds where the only thing that matters is the smile on your face. #JustRipIt #GolfIsFun #SmithWorksFreestyle
• •Headline: Precision Engineered. Player Perfected. Body: Decades of design expertise, now in your hands. SmithWorks Putters and Wedges offer the feel, balance, and control to transform your short game. Feel the difference. See the results. #GolfClubs #Putter #WedgeTechnology
• •Headline: Don't Just Play Golf. Command It. Body: With SmithWorks Golf, you're not just hoping for spin, you're expecting it. Our X-Spin technology gives you the power to stop it, drop it, and make the green yours. #KingOfSpin #GolfPerformance #AttackThePin