Brand Tone

Value-driven, comprehensive, fan-focused, accessible (Intended). Inconsistent, unreliable, frustrating (Perceived).

Brand Values

• •Value/Affordability: Offering sports merchandise at discounted prices.
• •Variety/Selection: Providing a wide range of officially licensed merchandise for major sports leagues.
• •Fan Pride: Enabling fans to show support for their teams.
• •Convenience: Shop from home and get it delivered.

Best Practices

• •Honesty is Paramount: Given the past issues, all communication must be transparent and truthful. Acknowledge past failings if undertaking a rebranding or trust-rebuilding campaign. Avoid making promises that cannot be consistently met.
• •Customer-Centric Language: Shift from purely transactional language to one that shows understanding and empathy for the customer. Phrases like "We understand your frustration" (when addressing complaints) or "We're here to help you find the perfect gear" can make a difference.
• •Extreme Responsiveness & Proactiveness: The current perception is one of non-responsiveness. Overhauling customer service to be exceptionally quick, helpful, and proactive in resolving issues is key. This new reliability should be subtly woven into copy (e.g., "Dedicated support ready to assist").
• •Consistency Across All Channels: The (reformed) brand voice must be the same on the website, all social media platforms, email communications, and especially in customer service interactions. If the Etsy shop's positive model is part of the same entity, ensure this higher standard is universal.
• •Show, Don't Just Tell: Instead of just saying "we offer great service," showcase it. Use testimonials (once positive ones are consistently earned), highlight improvements in shipping or communication, and ensure that every customer interaction reflects the desired professional and reliable tone. Fixing the operational issues is the absolute prerequisite for any copywriting to be effective.

Social Perception

Overwhelmingly negative (Sports Nut Emporium / Sportsnutsonline.com). Positive (TheSportsNut Etsy Shop).

Copy Examples

• •At Sports Nut Emporium, we're passionate about sports and the fans who love them. We've heard your feedback and are rededicating ourselves to providing the officially licensed gear you want, with the reliable service you deserve. Experience the new Sports Nut Emporium.
• •Your trust is our top priority. We're implementing new systems for clearer communication, faster shipping, and dedicated customer support to ensure your experience with Sports Nut Emporium is a winning one.
• •Real fans deserve real gear. Sports Nut Emporium offers a huge selection of officially licensed NFL, MLB, NHL, NBA, and NCAA merchandise. Gear up with authentic apparel and collectibles and show your team pride!
• •Get your game face on without breaking the bank! Sports Nut Emporium brings you authentic team merchandise at prices that let you cheer louder. Your #1 source for sports fan deals.
• •More than just a store, we're a community of passionate fans. Join the conversation on our blog and social media! This week: Who's your MVP pick? #SportsNutDebate