Brand Tone

Authentic, Passionate, Community-Focused, Informal & Relatable, Supportive & Encouraging, Direct & No-Nonsense

Brand Values

• •Community: Strong emphasis on the BJJ community, fostering connection and support.
• •Performance & Quality: Providing high-quality products (especially tape) that genuinely aid in BJJ training and injury prevention.
• •Authenticity: Being true to the BJJ culture and lifestyle. "By BJJ players, for BJJ players."
• •Passion for BJJ: A deep love for the sport is evident in their content and products.
• •Resilience & Dedication: Values mirrored from the sport itself – perseverance, hard work, and commitment.
• •Practicality: Offering solutions that are genuinely useful and solve a real problem for practitioners.

Best Practices

• •Know Your Audience (Inside Out): Constantly immerse yourself in BJJ culture. Understand the slang, the in-jokes, the shared struggles, and the aspirations of practitioners. Your copy should sound like it's coming from a fellow enthusiast.
• •Use BJJ-Specific Language Authentically: Incorporate common BJJ terminology (e.g., "roll," "tap," "oss," "guard," "submission," "gi," "no-gi") naturally, not forced. This builds credibility and connection.
• •Prioritize Value and Solutions: Frame your products not just as items for sale, but as solutions to specific problems BJJ players face (e.g., finger injuries, grip fatigue, expressing BJJ identity through apparel).
• •Maintain a Conversational and Engaging Tone: Write as if you're talking to a friend on the mats. Ask questions, use humor where appropriate, and encourage interaction. Avoid overly formal or corporate language.
• •Be Consistent Across All Channels: Whether it's an Instagram caption, a TikTok video, a product description, or a customer service email, the core brand voice (authentic, passionate, community-focused) should shine through. Create a simple brand voice guide if needed.

Social Perception

Positive, Credible, Reliable (Product), Cool/Trendy (Apparel), Engaged

Copy Examples

• •Instagram Post (Product Focus - Sesh Tape): "Mat-tested, black belt approved. Our Sesh Tape stays put, so you can focus on that sneaky submission, not your fingers. No more mid-roll adjustments. Grab yours and protect your grips! #BJJ Sesh #FingerTape #ProtectYourGrips #BJJGear #NoMoreExcuses"
• •Facebook Ad (Community/Lifestyle Focus): "It's more than just a sport, it's a lifestyle. From the early morning drills to the late-night rolls, we're with you every step of the way. BJJ Sesh: Gear up for your journey. What's your favorite BJJ memory? Share below! 👇 #BJJLifestyle #SeshSquad #JiuJitsuCommunity #TrainHard"
• •TikTok Video Caption (Short, Punchy, Humorous): "When your training partner asks why your grips are suddenly so savage. 😏 Sesh Tape, fam. Link in bio. #BJJ Sesh #GripGameStrong #BJJHumor #TrainSmarter #TikTokBJJ"
• •Email Subject Line (Promotional): "Your Fingers Will Thank You 🙏 (New Sesh Tape Colors Inside!)" Email Body Snippet: "Hey [Customer Name], tired of your tape giving up before you do? We get it. That's why Sesh Tape is engineered for the toughest rolls. Check out our new color drops and keep those grips solid. Oss!"
• •Website Blog Post Title (Educational & Engaging): "Stop Tearing Your Fingers Apart: The Ultimate Guide to BJJ Finger Taping (Feat. Sesh Tape Secrets)" Intro Snippet: "Let's be real, shredded fingers are a BJJ rite of passage nobody actually wants. If you're done with painful tape jobs and flimsy protection, you're in the right place. We're breaking down exactly how to use Sesh Tape to keep your digits happy and your grips like vices."