Brand Tone

Supportive, Knowledgeable, and Community-Focused. The tone is approachable and encouraging, like a trusted local coach or a seasoned teammate. It is consistently friendly and personal, avoiding overly corporate or aggressive sales language. The brand speaks with its community, not at it, celebrating local achievements and offering genuine, expert advice.

Brand Values

• •Community First
• •Expertise and Quality Service
• •Local Identity
• •Passion for Sport

Best Practices

• •Always Lead with Community: Frame promotions and product announcements within a community context. Instead of just "New shoes in stock," try "Get ready for the local fun run with the new shoes in stock." This reinforces your core value.
• •Use "We" and "You": Write in a conversational, personal manner. Use "we" to refer to the store and "you" to speak directly to the customer. This builds a relationship and makes the brand feel more human.
• •Celebrate, Don't Just Sell: Dedicate a significant portion of your content to celebrating local teams, athletes, and events without an immediate sales pitch. This builds long-term loyalty and brand affinity.
• •Highlight Expertise Simply: When mentioning expert advice, avoid overly technical jargon. Translate features into benefits. Instead of "dual-density midsole," say "extra cushioning for more comfortable landings."
• •Maintain a Consistent Local Voice: Always mention local landmarks, events, clubs, or the town name (Eltham) where relevant. This constantly reinforces your position as the local go-to sports store.

Social Perception

The public perceives SPORTFIRST ELTHAM as a cornerstone of the local sports community. It is viewed as a highly reputable and trusted specialist store, not just a place to buy goods, but a resource for expert knowledge and personalized service. Customers see it as a valuable local asset that genuinely cares about them and the community it serves. This positive perception is a significant competitive advantage.

Copy Examples

• •Find Your Stride This Season. The new ASICS GEL-Kayano has landed in-store! Whether you're training for the Eltham Fun Run or just enjoying a weekend jog along the trail, the right shoe makes all the difference. Our expert team is here to provide a free gait analysis and fitting to ensure you run with comfort and support. Come say hi and see what's new! #SportfirstEltham #LocalExperts #RunLocal
• •Huge congratulations to the Eltham Netball Club U15s on their fantastic win this weekend! We are so proud to support this incredible group of athletes. Your hard work and team spirit are an inspiration to the whole community. Well done, team! ⚪🟣 #GoPanthers #ElthamCommunity #ProudSponsor #SportfirstSupports
• •School Sport Ready. From the classroom to the sports field, we've got their feet covered. Get expert fittings for school shoes, runners, and football boots to make sure they start the term with the comfort and support they need to succeed. Shop local and get it right the first time.
• •It's More Than a Game, It's Community. Here at Sportfirst Eltham, we believe in the power of local sport. This month, we want to give a massive shout-out to all the parents, volunteers, and coaches who make it happen. To say thanks, we're offering 15% off all football and cricket gear this week. Thank you for keeping our community active and connected!
• •The Right Fit Matters. Did you know that an improper shoe fit can lead to discomfort and injury? Don't leave it to guesswork. Our team has years of experience fitting athletes of all ages and levels. We're here to listen to your needs and help you find the perfect gear. That's the local Sportfirst promise.