Brand Tone

Motivational, empowering, encouraging, direct, confident, supportive, inclusive.

Brand Values

• •Bravery and Courage
• •Resilience and Strength
• •Community and Empowerment
• •Authenticity

Best Practices

• •Lead with "Brave": Start with the core value. Use words like "courage," "strength," "resilience," "challenge," and "empower" frequently and authentically in all communications.
• •Focus on the "Why," Not Just the "What": Instead of only listing product features, tell the story of how those features empower the user to be brave and achieve their goals. Connect the apparel to the experience.
• •Speak Directly to the Individual: Use "you" and "your" to make the message personal and motivational. Frame challenges as personal journeys and triumphs.
• •Showcase the Community: Regularly feature user-generated content, testimonials, and stories. This reinforces the idea of a supportive community and shows the brand values in action.
• •Maintain a Positive and Inclusive Voice: Ensure all copy is uplifting and welcoming. The goal is to inspire, not intimidate. The brand should feel like a supportive coach, not a drill sergeant.

Social Perception

Overwhelmingly positive, inspiring, motivational, high-quality, community-oriented, a source of inspiration.

Copy Examples

• •The climb is tough. You are tougher. Every step is a choice. A choice to push past the doubt and find the strength you’ve had all along. Our performance gear is designed to handle the elements, so you can focus on conquering your summit. #BeBrave
• •Fear says 'you can't.' Brave says 'watch me.' It's you against you. The only voice that matters is the one that tells you to keep going. Fuel your fight with apparel built for the brave. Shop the new collection now.
• •Engineered for Courage. These aren't just shorts. They're your second skin for the moments that test you. With four-way stretch fabric that moves with you and moisture-wicking technology that keeps you dry, you can face any challenge with confidence. Don't just show up. Show up brave.
• •Your comfort zone is a great place, but nothing brave ever grows there. This week, we challenge you to step out. Try that new workout, add that extra rep, run that extra mile. To help you on your journey, we're offering 15% off our most resilient collection. Gear up and get ready to grow.
• •Bravery Comes in All Shapes and Sizes. We are a community of fighters, dreamers, and achievers. United by the choice to be brave in our own unique ways. Join us. #BebraveAthletics