Brand Tone

Quality-conscious, Performance-oriented, Direct, Informative, Accessible, Encouraging

Brand Values

• •Quality
• •Community Support
• •Customization & Accessibility
• •Performance & Comfort
• •Customer Service

Best Practices

• •Prioritize 'Team' and 'Community': Consistently weave in language that emphasizes unity, team spirit, and how the brand supports local sporting endeavors and communities.
• •Highlight Quality and Performance Benefits: Use strong, descriptive adjectives when talking about materials and construction (e.g., 'durable,' 'breathable,' 'high-performance,' 'smooth,' 'comfortable').
• •Maintain an Encouraging and Accessible Voice: Especially when promoting custom design services, ensure the language is inviting, straightforward, and empowers users to create their own kits.
• •Be Direct and Informative in Product Details: Provide clear, concise information about materials, care instructions, sizing, and customization options.
• •Leverage Positive Mentions: Since direct reviews are sparse, leveraging the positive mentions from clubs like Wexford FC or Georgia Revolution FC in marketing materials could be beneficial.

Social Perception

Team/Club Focused, Sponsor/Supporter, Slightly Confused (due to US/Irish base discrepancy)

Copy Examples

• •Design your unique kit with us and feel the Summa difference – supporting your team, and your community, every step of the way.
• •Focus on your performance; we've got the quality covered.
• •The Custom Kit Revolution.
• •Join the teamwear revolution and wear your passion with pride.
• •Wear your Summa gear knowing you’re part of something bigger.