Brand Tone

Inspirational, authentic, encouraging, grounded, relatable, and like a trusted friend; down-to-earth, welcoming, and motivational, focusing on the intrinsic rewards of an active life.

Brand Values

• •Hard Work
• •Connection to the Outdoors
• •Community
• •Family and Upbringing
• •Authenticity

Best Practices

• •Always Anchor to the "Why": Every piece of copy should connect back to the core values: hard work, outdoors, and community. Before writing, ask, "How does this reflect our story?"
• •Use "We" and "You" to Foster Community: Write as if you are speaking directly to a member of the community. Use inclusive language like "We're a community of doers" and address the customer with "you" to create a personal connection.
• •Tell Authentic Stories: Incorporate the brand's origin story and the "why" behind its name into marketing materials where appropriate. Storytelling makes the brand more memorable and relatable than simply listing product features.
• •Emphasize Action and verbs: Use strong, action-oriented language that reflects the "doer" mentality of the target audience. Words like "build," "explore," "conquer," "earn," and "embrace" will resonate more than passive descriptions.
• •Focus on Benefits, Not Just Features: Instead of just saying "liquid chalk," explain the benefit: "a secure grip so you can focus on the lift." Instead of "durable wrist wraps," explain the outcome: "the confidence to push your limits safely." This aligns with the brand's focus on functional, life-enhancing fitness.

Social Perception

Perceived as a genuine, trustworthy, and grassroots brand passionate about its mission. Customers connect with its story and product quality. It resonates with a demographic seeking functional strength for everyday life and outdoor activities, fostering a loyal community.

Copy Examples

• •Don't Let Your Grip Give Out Before Your Muscles Do. Real strength isn't just about the weight on the bar—it's about the will to hold on. Our Quick Chalk is designed for the grinders, the adventurers, the ones who know that the last rep is where the work truly begins. Secure your grip, own the lift. #Back40Fitness #GripStrength #HardWork
• •Built for the Backyard, the Backwoods, and the Barbell. Your fitness journey doesn't end at the gym door. It's in every adventure you take and every challenge you meet. Back 40 Fitness provides the gear that supports your active life—from our ultra-soft tees to our durable wrist wraps. Gear up for what matters. Shop Now.
• •The Support You Need for the Work You Do. Whether you're pushing a new PR or hauling lumber, your wrists take a beating. Our Premium Wrist Wraps offer the stability you need to push further and work harder, safely. Engineered for durability and comfort, they’re a testament to our belief: anything worth having takes effort.
• •More Than a Workout, It's a Lifestyle. This week, we're talking about taking your fitness outdoors. Discover how building strength in the gym translates to bigger adventures everywhere else.
• •Back 40 Fitness: Building strength for life's adventures. We believe in hard work, community, and the power of the outdoors. Gear for doers. #LetsGetAfterIt