Brand Tone

Aspirational yet Accessible, Classic & Timeless, Sporty & Active, Authentic, Confident & Vibrant, Friendly & Engaging (on social media)

Brand Values

• •Authenticity
• •Heritage & Tradition
• •Sport & Sportsmanship
• •Quality & Value
• •Classic American Style
• •Community & Connection
• •Inclusivity/Accessibility
• •Sustainability (emerging)

Best Practices

• •Emphasize Authenticity & Heritage: Always connect back to the brand's official ties with the USPA and its long history. Use phrases like "Official Brand of the U.S. Polo Association," "Since 1890," "Live Authentically," "Inspired by the Sport."
• •Maintain a Classic yet Modern Voice: While the style is timeless, the language should feel current and relatable. Avoid overly trendy slang but keep the tone fresh and engaging, especially for younger target audiences.
• •Balance Aspiration with Accessibility: Use evocative language that paints a picture of a desirable lifestyle connected to the sport, but ensure the overall message feels inclusive and the products attainable. Highlight quality and style at a good value.
• •Infuse Sporty & Energetic Language: Incorporate words that convey activity, dynamism, and the spirit of polo (e.g., "vibrant," "dynamic," "passion," "team," "spirit"). Use active voice.
• •Be Visually Consistent with Copy: Ensure the tone of the copy aligns with the visual elements used in campaigns and social media (e.g., if images are bright and active, the copy should reflect that energy). Ensure key messages like "Born to Play" are integrated where appropriate.

Social Perception

Widely Recognized, Good Value for Money, Stylish & Classic, Comfortable & Casual, Aspirational Connection to Polo, Customer Service (Mixed), Growing Digital Engagement

Copy Examples

• •Headline (Social Media/Ad): "Vive Auténticamente. Viste U.S. Polo Assn." (Live Authentically. Wear U.S. Polo Assn.) Body: Desde 1890, llevamos la pasión del polo en cada fibra. Descubre la nueva colección y siente la tradición y el estilo que nos define. #USPoloAssnMéxico #EstiloClásico #ViveAuténticamente
• •Headline (Product Focus - Polo Shirt): "El Clásico Atemporal. Tu Polo U.S. Polo Assn." (The Timeless Classic. Your U.S. Polo Assn. Polo.) Body: Comodidad, calidad y un legado deportivo. Perfecta para tu día a día, lista para cualquier ocasión. Encuentra tu color ideal en uspoloassn.com.mx #USPAStyle #PoloLife #HerenciaDeportiva
• •Headline (Seasonal Campaign): "Espíritu Vibrante. Colección Primavera/Verano U.S. Polo Assn." (Vibrant Spirit. U.S. Polo Assn. Spring/Summer Collection.) Body: Renueva tu guardarropa con los colores y la energía de la nueva temporada. Estilo, confort y la autenticidad de U.S. Polo Assn. te esperan. ¡Explora ahora! #USPoloAssnMéxico #NuevaColección #ModaHombre #ModaMujer
• •Headline (Brand Story Snippet): "Más que una Marca, un Legado. U.S. Polo Assn." (More than a Brand, a Legacy. U.S. Polo Assn.) Body: Cada prenda cuenta una historia de tradición y pasión por el deporte. Sé parte de la auténtica conexión con el polo. Conoce más sobre nuestra herencia en nuestro sitio. #Desde1890 #USPAMéxico #AuténticoYDeportivo
• •Headline (Call to Action/Engagement): "¿Listo para un Estilo Ganador? Descubre U.S. Polo Assn." (Ready for a Winning Style? Discover U.S. Polo Assn.) Body: Comodidad para tu rutina, elegancia para tus momentos. La versatilidad y el espíritu del polo, ahora en tu clóset. Visítanos online y en tiendas. #USPoloAssn #EstiloDeVida #ConfortConEstilo