Brand Tone

Enthusiastic & Spirited, Inclusive & Community-Oriented, Proud & Traditional, Approachable & Friendly

Brand Values

• •School Spirit/Pride
• •Community & Belonging
• •Tradition
• •Support (for U-M)
• •Quality (implied)

Best Practices

• •Immerse in U-M Culture: Understand the traditions, famous chants ("Go Blue!", "Hail to the Victors"), key landmarks, and the general sentiment of students and alumni. Use language that resonates with this specific community.
• •Focus on "We" and Community: Use inclusive language that makes fans feel part of the larger U-M family. Words like "we," "us," "our," "Wolverine nation," and "family" can reinforce this.
• •Embrace Enthusiasm Authentically: Let genuine passion for the University of Michigan shine through. Use exclamation points judiciously but effectively to convey excitement, especially around game days or university achievements.
• •Highlight Shared Experiences & Pride: Connect products to the emotional experiences of being a U-M student or fan – the thrill of game day, the pride of graduation, the nostalgia of campus life.
• •Develop a "Go Blue" Lexicon: Create a list of preferred terms, phrases, and hashtags associated with the University of Michigan and consistently integrate them into all copy (e.g., "The Big House," "Victors Valiant," "Maize and Blue," #GoBlue). Maintain consistency with official University branding where appropriate.

Social Perception

Positive Association with U-M, Expression of Identity, Symbol of Connection, Desirable & Popular

Copy Examples

• •Headline (Website Banner): "Bleed Maize and Blue? Gear Up & Show Your Wolverine Pride!" Body: From the Big House to your house, find the freshest Go Blue Goods to represent the Leaders and Best. Shop new arrivals now!
• •Instagram Caption (Image of students in U-M gear): "Tag your Wolverine crew! Wolverines stick together, and there's no better way to show it than with the latest from Go Blue Goods. #GoBlue #MichiganWolverines #CampusStyle #AnnArbor"
• •TikTok Video Idea Caption: "Game day fit check! Show us your best Go Blue look. The Victors are calling! #GoBlueGoods #WolverineSpirit #MichiganFootball #UofM"
• •Email Subject Line (to Alumni): "Relive the Glory Days: Exclusive Alumni Collection at Go Blue Goods!" Body: That Michigan feeling never fades. Reconnect with your alma mater and wear your pride on your sleeve with our specially curated alumni apparel. Forever Go Blue!
• •Product Description (for a classic U-M Hoodie): "The iconic Block M. The roar of the crowd. This isn't just a hoodie; it's a statement. Crafted for comfort and built to last, just like the Michigan spirit. Wear it proud. Go Blue!"