Brand Tone

Innovative, Conscientious, and Passionate

Brand Values

• •Sustainability
• •Performance
• •Innovation
• •Community

Best Practices

• •Lead with "Why": Always connect the product back to the core mission of sustainability. Whether talking about performance or design, the "why" behind the brand (reducing waste in the sport we love) should be the foundation.
• •Balance Innovation with Performance: While "biodegradable" is the key differentiator, always pair it with performance benefits (e.g., "The eco-friendly string with vicious spin," or "Sustainable durability that won't quit"). This assures customers they aren't making a compromise.
• •Use Passionate & Confident Language: Employ strong, active words like "revolutionize," "lead," "pioneer," and "transform." This reflects the brand's confidence in its products and its position as an industry leader in this niche.
• •Tell the Founder's Story: Periodically weave Ryan Burbary's personal story into marketing materials. This humanizes the brand, builds trust, and reinforces the authenticity of its environmental mission.
• •Create a Keyword Glossary: Develop a list of on-brand words and phrases (e.g., "Sustainable," "Eco-Friendly," "Performance," "Innovation," "Game-Changer," "Green Tennis") and off-brand words (e.g., "cheap," "basic," "standard") to ensure all copy, from social media captions to product descriptions, is consistent.

Social Perception

Velociti Sporting Goods is perceived by the public and tennis community not as a general sporting goods store, but as a specialist and innovator in sustainable tennis technology. They are seen as a forward-thinking and mission-driven company. This perception is strengthened by positive press and partnerships with industry voices like Tennisnerd and RSI Magazine. The founder's personal story adds a layer of authenticity that differentiates them from larger, more impersonal corporations.

Copy Examples

• •Instagram Post: Play for the future. Our Velociti Catalyst string offers the spin, control, and durability your game demands, without the 600-year hangover in a landfill. This isn't just a better string; it's a better future for tennis. #VelocitiTennis #SustainableTennis #GameChanger
• •Website Banner: Performance Meets Planet. Experience our revolutionary 100% biodegradable tennis strings. Powerful, precise, and guilt-free. Shop the green revolution. Button: Explore Catalyst
• •Email Marketing Subject Line: Your game is about to get cleaner.
• •Facebook Ad: Love Tennis? Hate Waste? We do too. Every year, tons of used tennis strings choke our landfills. We decided to do something about it. Velociti's biodegradable strings offer the high performance you need and the sustainability our planet deserves. Make your next restring count. Call to Action: Learn More
• •Product Description (Rainbow String): String with a Smile. Add a splash of color to your game with the original Velociti Rainbow String! This high-quality synthetic gut offers fantastic all-around playability and a look that's as fun as the sport itself. Perfect for players of all ages who want to stand out on the court.