Brand Tone

classic, proud, and friendly

Brand Values

• •State Pride and Heritage
• •Quality and Timeless Style
• •Community and Connection
• •Authenticity

Best Practices

• •Emphasize Heritage and Storytelling: Consistently weave the story of Tennessee and its traditions into your copy. Use nostalgic and evocative language that connects with shared memories and a sense of history.
• •Focus on "Classic" and "Timeless": Use words like "classic," "timeless," "heritage," and "legacy" to describe your products. Avoid trend-focused language to reinforce the brand’s commitment to enduring style.
• •Speak the Language of the Community: Use terms and references that are familiar to the University of Tennessee community, such as "Vol Walk," "Power T," and other traditions. This shows authenticity and builds a stronger connection.
• •Maintain a Proud, Yet Understated Voice: The tone should be confident and proud, but not arrogant or loud. The copy should reflect the "clean" and classic aesthetic of the products themselves.
• •Highlight Quality and Craftsmanship: In product descriptions and other copy, consistently mention the quality of the materials and the thought that goes into the design. This reinforces the value of the products beyond just the logos.

Social Perception

Volunteer Traditions is perceived as a go-to brand for high-quality, classic Tennessee and University of Tennessee-themed apparel. Customers who "get" the brand are not just casual buyers but passionate supporters who wear the products daily as a reflection of their identity. The brand is seen as a welcome alternative to more generic or flashy fan merchandise. Their connection with the University of Tennessee is a significant part of their identity, and they are an officially licensed partner, which adds to their credibility. The brand successfully caters to a niche market of individuals who are deeply connected to Tennessee culture and sports history.

Copy Examples

• •For the Love of Tennessee. It's more than just a place on a map. It's home. It's history. It's a feeling you carry with you. Our new Tri-Star collection is designed for those who wear their heart on their sleeve, and their pride on their chest. Shop the collection and carry a piece of home with you, wherever you go.
• •Classic Style for the Modern Volunteer. Game days, workdays, and every day in between. Our Rifleman polos are crafted for a timeless look that honors a rich tradition. It’s not just a logo; it’s a nod to the legacy. Wear it with pride.
• •Beyond the End Zone. From the Vol Walk to the office, our apparel is made for every tradition. We believe in quality that lasts, designs that are timeless, and a pride that never fades. This is more than fan gear; it’s a part of your story.
• •The Tradition Continues. Remember the roar of the crowd, the sea of orange, the moments that defined a legacy. We create apparel that brings those memories to life. Inspired by the classics, and made for the next generation of Volunteers.
• •Rooted in Pride. Born from a love for Tennessee, Volunteer Traditions is about celebrating where you come from. Our classic hats are a simple, stylish way to show your pride every day. Find your new favorite.