Brand Tone

Aspirational, motivational, tech-forward, modern, professional, and authoritative.

Brand Values

• •Quality & Craftsmanship
• •Performance
• •Heritage & Legacy
• •Innovation
• •Health & Activity

Best Practices

• •Always bridge heritage and technology, connecting the brand's history in professional cricket with its new focus on fitness technology.
• •Use a motivational and empowering tone, framing copy around user goals and achievements with active, inspiring language.
• •Emphasize "manufacturer-grade" quality, reminding customers they are buying from the source using terms like "engineered" and "crafted."
• •Maintain a unified brand story across all marketing materials, consistent with the narrative of a legacy sports brand expanding into lifestyle tech.
• •Focus on the benefit, not just the feature, by connecting technological features to tangible user benefits and outcomes.

Social Perception

Trusted for quality in cricket, but with limited awareness for smartwatches. The brand is consistently perceived as a manufacturer, offering expertise and direct-from-source credibility.

Copy Examples

• •Heritage Meets HIIT. Track Your Goals with a Watch Built on Legacy.
• •For decades, the SM name has been trusted on the pitch by world-class athletes. We've poured that same commitment to performance and quality into our new line of smartwatches. With 24/7 heart rate tracking, 15+ sport modes, and a durable, lightweight chassis, this is more than a watch4it's your daily coach. Built by us, perfected for you.
• •Don't just count the steps, make the steps count. Our new SM Vigor Smartwatch is engineered for every part of your journey, from the morning run to the final rep. #SMsportsLifestyle #TrackYourJourney #FitnessTech
• •From World-Class Cricket to Your Fitness Journey. The Same Commitment to Performance, Now on Your Wrist.
• •Born from a legacy of crafting world-renowned cricket gear, SM Sports Lifestyle now brings its passion for performance to your wrist. We believe that the right technology can unlock your potential. Our mission is to provide you with high-quality, reliable smartwatches and accessories to help you lead a healthier, more active life.