Brand Tone

Empowering, authentic, empathetic, rebellious, personal, supportive, energetic, and joyful.

Brand Values

• •Self-Love and Body Positivity
• •Authenticity and Vulnerability
• •Empowerment and Self-Determination
• •Community
• •Joy and Freedom

Best Practices

• •Lead with Vulnerability: Start communications, where appropriate, with a relatable struggle or a moment of authentic vulnerability. This builds an immediate bridge to the audience and reinforces the core value of authenticity.
• •Use "Rebellious" Language: Employ strong, active verbs that encourage defiance against old beliefs. Phrases like "break free," "reject," "unlearn," and "reclaim" align perfectly with the brand's empowering stance.
• •Speak Directly to "Her": Write as if you are speaking to a single friend. Use "you" and "I" to create an intimate, one-on-one conversation. Address her fears and dreams directly and empathetically.
• •Turn Negatives into Positives: Frame common insecurities not as flaws but as starting points for a journey or as unique features to be celebrated. The motto "Die einzige Problemzone, die du wirklich hast, sind deine Gedanken!" (The only real problem zone you have is your thoughts!) is a perfect example of this technique.
• •Always Circle Back to Empowerment: Every piece of content, from a social media post to a product description, should end with a feeling of empowerment. The reader should leave feeling stronger, more hopeful, and more in control than before she started reading. The call-to-action should feel less like a sale and more like an invitation to her own liberation.

Social Perception

Overwhelmingly positive, portraying the brand as a trustworthy, authentic, inspirational, motivational, high-quality, effective, and community-focused voice that empowers women towards self-love and body positivity.

Copy Examples

• •Permission to take up space. You've been told to shrink. To be smaller, quieter, less. We say: Be more. Laugh louder. Dance bigger. Your existence is not an apology. It's a celebration. Tag a woman who needs to hear this today. #Bauchfrauen #LifeIsTooShortToSuckItIn
• •The Only Approval You Ever Needed Was Your Own. Our new course isn't about changing who you are. It's about coming home to yourself. Ready to end the war with your body?
• •Your "imperfections" are your superpower.
• •For every woman who has ever felt judged in a fitness class. For every woman who was told her body wasn't the "right" type for dancing. This is for you. This is your space to move, to feel, to heal. No judgment. Just joy. Join our "Love & Shake Your Belly" workshop and find your rhythm again.
• •The "Wahre Schönheit" (True Beauty) Journal. True beauty isn't a size, a shape, or a number on a scale. It's the courage to be unapologetically you. This journal is your private space to dismantle doubt and build a friendship with yourself. Page by page, let's rewrite the story you tell yourself. Because the one who is telling it is the only one who matters.