Brand Tone

Humorous & Playful, Approachable & Inclusive, Relatable, Confident & Stylish (but not arrogant)

Brand Values

• •Fun & Enjoyment
• •Accessibility & Inclusivity
• •Quality & Performance
• •Affordability
• •Authenticity & Relatability
• •Community & Camaraderie
• •Sustainability
• •Resilience

Best Practices

• •Embrace the "SubPar" Irony: Consistently use humor that plays on the brand name and the relatable struggles of the average golfer. Don't be afraid to be self-deprecating in a charming way.
• •Speak the "Everyday Golfer's" Language: Use casual, approachable language. Avoid overly technical jargon unless explained in a fun way. Keep it relatable to the weekend warrior, not just the scratch player.
• •Balance Humor with Quality: While the tone is fun, always subtly weave in the quality, comfort, style, and performance aspects of the apparel. The humor gets attention; the product benefits create desire.
• •Encourage Engagement and Community: Use questions, polls, and calls for user-generated content that align with the brand's fun and relatable vibe. Foster a sense of camaraderie.
• •Be Authentic and Consistent: Ensure the voice is consistent across all platforms (website, social media, emails, product descriptions). Authenticity in embracing the "perfectly imperfect" nature of golf will resonate. Review new copy against the established brand values of fun, accessibility, and relatable quality.

Social Perception

The perception they cultivate is that of a brand that understands the average golfer, offers stylish and comfortable gear, and doesn't carry the stuffy, overly serious image sometimes associated with golf.

Copy Examples

• •Ad Copy (Humorous/Relatable): "Another 3-putt? At least your polo looks tour-ready. SubPar Golf: For those days when your scorecard is laughable, but your style isn't. #WinWithLessLaughMore"
• •Social Media Post (Community/Fun): "Tag a mate who needs this hat to subtly explain their game. 😉 Our new 'Consistently SubPar' lids are here for the laughs, the shanks, and the occasional miracle shot. Shop link in bio! #SubParGolf #EverydayGolfer #GolfHumor"
• •Product Description (Stylish/Performance): "The 'Fairway Finder' (🤞) Polo: Engineered with ultra-lightweight, breathable fabric for those days you actually find the short grass. Looks sharp, feels amazing, even if your ball has other plans. Performance meets personality. #SubParStyle #GolfApparel"
• •Email Subject Line (Intriguing/Playful): "Warning: May cause unexpected compliments (and bogeys)."
• •Website Banner (Value Proposition): "Look Like a Pro, Play Like... Well, You. Stylish, comfy, and affordable golf gear for the rest of us. Free Shipping on orders over $75. #SubParGolf"