Brand Tone

Enthusiastic, Passionate, Confident, Knowledgeable, Approachable, Fun-loving, Slightly Rebellious/Playful

Brand Values

• •Innovation & Performance
• •Fun & Enjoyment
• •Bridging the Gap
• •Quality & Craftsmanship
• •Integrity & Love for the Game
• •Customer Focus

Best Practices

• •Embrace the Enthusiasm: Always write with genuine passion for the game and the performance benefits your clubs offer. Use strong, active verbs and evocative adjectives.
• •Balance Expertise with Approachability: While highlighting the technology, explain it in a way that’s easy for the average golfer to understand and appreciate. Avoid overly technical jargon without explanation.
• •Inject Fun and Playfulness: Especially when discussing the non-conforming options or the sheer joy of a well-spun wedge shot, don't be afraid to be a little informal and playful. Use emojis where appropriate in social contexts.
• •Focus on the Golfer's Experience: Frame benefits around how they will improve the golfer's game, enjoyment, and confidence, not just the club's features.
• •Stay Confident, Not Arrogant: Believe in your product and its capabilities. Back up claims with technology explanations and customer testimonials, letting the performance (and happy golfers) speak for itself.

Social Perception

Positive for Performance, Associated with "Fun", Intriguing & Different, Good Quality & Value, Responsive Customer Service

Copy Examples

• •Headline: Stop Watching. Start Zipping. Body: Tired of watching your approach shots roll off the green? SmithWorks X-Spin wedges are engineered for one thing: ridiculous, green-grabbing spin. Get ready to attack pins and leave your buddies speechless. #KingOfSpin
• •Headline: Remember When Golf Was FUN? We Do. Body: Our non-conforming wedges are built for pure, unadulterated joy around the greens. Experience spin you’ve only dreamed of and bring the fun back to your short game. (Your secret’s safe with us.)
• •Headline: Tour-Level Tech for the Rest of Us. Body: Founder Stuart Smith spent 30+ years designing for the pros. Now, he’s bringing that expertise to your game. SmithWorks wedges offer the control and precision you need, and the fun you deserve.
• •Headline: Don't Just Play the Short Game. Dominate It. Body: With our Vertical Balance® technology and X-Spin grooves, you’ll unlock a new level of confidence around the greens. More spin, more control, more birdies. It’s that simple.
• •Headline: From Muddy Lies to Pin-High Magic. Body: Our Wide Sole wedges give you the confidence to tackle any lie. Combined with our legendary X-Spin, even tough conditions won't stop you from sticking it close. Make every shot an opportunity.