Brand Tone

Official & Respectful, Supportive & Community-Oriented, Proud & Traditional, Direct & Informative

Brand Values

• •Support for the Regiment
• •Heritage & Tradition
• •Quality & Accessibility
• •Community & Benevolence
• •Integrity & Trust

Best Practices

• •Understand the Core Identity: Always remember the brand is the *official* voice of the PWRR shop. The language should consistently reflect this status – avoid overly casual slang or tones that might diminish the regiment's dignity.
• •Emphasize Support & Contribution: Regularly and clearly communicate how purchases support the PWRR Benevolent Fund. This is a key value and should be woven into various communications, not just a footnote.
• •Speak to the "Tiger" Family: Use language that resonates with serving members, veterans, cadets, and their supporters. Acknowledge their pride, service, and connection to the regiment.
• •Maintain Clarity and Professionalism: While being supportive and proud, ensure all product descriptions, policies, and communications are clear, accurate, and professional. This builds trust and reflects well on the regiment.
• •Develop a Style Guide: Create a simple style guide outlining key terminology (e.g., correct regimental names, terms of address if applicable), preferred tone adjectives (e.g., respectful, proud, supportive), and any phrases to avoid. This ensures consistency across all written content, regardless of who is writing it.

Social Perception

Positive, Trusted, Niche

Copy Examples

• •Website Banner: "Wear Your Pride. Official PWRR kit and accoutrements. Every purchase supports the Benevolent Fund."
• •Product Description (e.g., for a regimental tie): "Impeccably crafted, this official PWRR striped tie embodies the regiment's distinguished heritage. A symbol of your connection, with a portion of proceeds dedicated to our veterans."
• •About Us Snippet: "Tigers Direct is honoured to be the official store of The Princess of Wales's Royal Regiment. We are committed to providing quality regimental items while proudly contributing to the PWRR Benevolent Fund, supporting those who serve and have served."
• •Social Media Post (if active): "New arrivals! Explore the latest PWRR crested apparel and gifts. Essential gear for every Tiger, with every sale making a difference. #PWRR #TigersDirect #SupportOurTroops"
• •Email Newsletter Subject: "Exclusive PWRR Merchandise & Supporting Our Tigers Family"