Brand Tone

Approachable & Youthful, Proudly Student-Run & Mission-Driven, Official & Authentic, Aspiring & Evolving, Nostalgic & Traditional (with a modern twist)

Brand Values

• •Student Empowerment & Development
• •Community Support
• •Quality & Value
• •Accessibility
• •Tradition & Legacy (with a modern lens)
• •Diversity, Inclusion, and Belonging
• •Ownership
• •Innovation with Purpose

Best Practices

• •Develop a Clear Brand Voice Guide: Document the brand's personality, tone variations (e.g., for social media vs. formal announcements), core messaging themes (student-run, community impact, Harvard tradition), and a "do's and don'ts" list. This is crucial given the annual turnover of student managers.
• •Emphasize "Student-Run" Authenticity: Consistently highlight that the business is run by students and showcase their stories (e.g., "meet the student manager of the month"). This reinforces a key differentiator and value.
• •Balance Tradition with Modern Appeal: While leveraging Harvard's rich heritage, ensure the copy feels current, relatable, and inclusive, especially when targeting younger demographics and aspiring to be a fashion-forward brand.
• •Maintain Transparency: Be open about the mission-driven aspect – how purchases support student wages and financial aid. If addressing any past issues or differentiating from competitors, do so honestly and focus on current values and commitments.
• •Train and Empower Student Teams: Provide regular training on the brand voice and empower student teams to contribute creatively within the established guidelines. Encourage a collaborative approach to content creation to ensure consistency despite personnel changes. This aligns with HSA's educational mission.

Social Perception

Many customers and community members appreciate The Harvard Shop for being student-run, its mission-driven approach of supporting students, and often for its affordability compared to The Coop. The connection to the prestigious Harvard brand is a strong draw. Mixed perceptions exist regarding product quality compared to The Coop and past labor law violation issues. The 'student-run' aspect is a powerful and unique selling proposition.

Copy Examples

• •Headline: Harvard Your Way. Styled by Students. Body: Rock the official look, support the students who run the store. Every purchase powers Harvard dreams. Shop the latest drops, designed with spirit, packed with pride. #StudentRun #HarvardStyle
• •Headline: More Than Merch. It's a Mission. Body: We're The Harvard Shop – powered by students, for students. Get your authentic Harvard gear here and know that every tee, hoodie, and cap helps fund student jobs & futures. Wear the legacy, support the next generation.
• •Headline: From Harvard Yard to Your Wardrobe. Student-Crafted Cool. Body: Get that iconic Harvard look with a fresh twist. Our student team brings you quality gear that’s all about campus pride and everyday style. Affordable, authentic, and always student-driven.
• •Headline: Tradition Today. The Student Edit. Body: Classic Harvard. Modern Vibe. Run by students like you, for you (and every Harvard enthusiast!). Discover apparel and gifts that blend timeless tradition with fresh energy. What’s your Harvard story?
• •Headline: Wear Your Harvard Heart. Support Student Success. Body: The Harvard Shop isn't just a store; it's a student experience. Every item you buy supports the Harvard students who design, manage, and bring this gear to you. Shop with purpose. Wear with pride.