Brand Tone

Approachable, encouraging, and serene; friendly and supportive, avoiding aggressive rhetoric. Language is simple, positive, and focuses on the physical and emotional feeling the clothing provides, positioning fitness as part of a balanced and enjoyable lifestyle.

Brand Values

• •Comfort
• •Inclusivity & Body Positivity
• •Empowerment through Gentleness
• •Effortless Style
• •Community

Best Practices

• •Always anchor the copy in the core brand value of comfort, using synonyms like "buttery-soft," "gentle," "second-skin feel," and "effortless" to reinforce this message.
• •Use positive and uplifting language, such as "Find your rhythm," "Move with intention," and "Celebrate your strength," aligning with the brand's supportive voice and avoiding aggressive or overly technical fitness jargon.
• •Create a personal connection by addressing the customer directly with "You" and "Your," framing product benefits around her experience and daily life.
• •Consistently mention the adaptability of the clothing for various low-impact activities and everyday life ("from studio to street," "for your workout and your wind-down") to broaden appeal and reinforce the lifestyle aspect.
• •Mirror the product aesthetic in the copy by keeping sentences clear, concise, and easy to read, using emojis thoughtfully to add warmth and personality without cluttering the message.

Social Perception

High-quality, trustworthy, and aspirational yet attainable. Products are perceived as exceptionally soft, comfortable, and true to marketing promises. The brand is seen as a positive and uplifting presence, celebrated for its aesthetic and inclusive representation, with this perception highly concentrated within its Instagram follower base.

Copy Examples

• •Meet your second skin. Our new Aura Seamless collection is designed to move with you, breathe with you, and support you through every part of your day. So soft, you'll forget it's there. #BeSoftSport
• •The beauty of finding your flow. ✨ @(username) in our Aria Seamless leggings, making movement a moment of self-care. We love seeing how you live in your Be Soft. #BeSoftCommunity
• •Feel the difference comfort makes. For a limited time, enjoy 20% off our softest collections and rediscover the joy in your daily rituals, from your morning yoga to your evening walk. Your body will thank you.
• •Support that feels like a gentle hug. The Solace Bra offers light, flexible support without wires or restriction. Perfect for mindful movements and all-day wear, it’s a foundation of effortless comfort.
• •Be Soft Sport was born from a simple idea: that activewear should be as kind to your body as your workout is to your mind. We create beautifully soft, seamless pieces that celebrate gentle strength and empower you to feel good, inside and out.