Brand Tone

Empowering, inclusive, and friendly

Brand Values

• •Inclusivity and Body Positivity
• •Empowerment
• •Community
• •Quality and Comfort
• •Authenticity

Best Practices

• •Prioritize Empowering Language: Use strong, positive verbs and affirmations. Focus on what the body can do, rather than just how it looks. Avoid language that could be perceived as exclusive or judgmental.
• •Champion Inclusivity in Visuals and Text: Consistently feature a diverse range of individuals in all marketing materials. When writing, address a broad audience and ensure the language is welcoming to everyone, regardless of their fitness level or body type.
• •Foster a Conversational and Engaging Tone: Ask questions, encourage comments, and respond to your community. Use a friendly and approachable voice that makes the brand feel like a supportive friend.
• •Leverage User-Generated Content (UGC): Sharing authentic posts from your community reinforces brand values and builds trust. It shows real people enjoying your products and validates the brand's message of inclusivity and empowerment.
• •Maintain Consistency Across All Platforms: While the format may change (e.g., TikTok vs. email), the core tone and values should remain the same. All communication, from ad copy to customer service responses, should reflect the brand's empowering, inclusive, and friendly personality.

Social Perception

Active Range is perceived positively for its comfortable, high-quality, and inclusive activewear. Customers value its diverse representation, empowering message, and the supportive community it fosters, often comparing it favorably to other Australian brands for its commitment to inclusivity and quality.

Copy Examples

• •That post-workout glow hits different when you feel strong, supported, and completely yourself. ✨ #ActiveRange
• •From sun-up yoga to sunset sprints, our collection is designed for every move you make. Engineered for comfort, designed for confidence. Shop now and join the #ActiveRange community.
• •Confidence looks good on you. Tag your workout buddy! #ActiveRange #BodyPositivity #FitnessForAll
• •Ready to conquer your next goal? Our new collection is here to cheer you on every step of the way. Discover vibrant colors and the buttery-soft fabric you love. Feel the difference, feel the power. #ActiveRange
• •Engineered for Every Body in Motion. Discover activewear that celebrates your strength and supports your journey. Welcome to the Active Range family.