Brand Tone

Bold & Edgy, Empowering & Confident, Playful & Energetic, Direct & Unapologetic

Brand Values

• •Empowerment of Women
• •Individuality & Self-Expression
• •Performance & Quality
• •Breaking Boundaries
• •Community
• •Passion for Sport & Fashion

Best Practices

• •Embrace the "BadassIsBeautiful" Mantra: Ensure all copy reflects confidence, strength, and a touch of edgy femininity. Use empowering language.
• •Be Bold and Direct: Avoid passive voice and weak statements. Get straight to the point with energy and conviction, mirroring the brand's design philosophy.
• •Inject Playfulness and Attitude: While empowering, don't be afraid to use spirited wordplay and a confident, slightly cheeky tone where appropriate.
• •Speak to the Athlete's Drive: Connect with the dedication, ambition, and limit-pushing mindset of endurance athletes.
• •Foster Community: Use inclusive language ("we," "us," "your squad") to reinforce the "BettySquad" spirit and encourage interaction.

Social Perception

Distinctive and Recognizable, High-Quality but Premium Priced, Aspirational and Performance-Oriented, Community-Focused, Empowering for Women, Fit Considerations

Copy Examples

• •Headline: Don't Just Race. Dominate. Body: Your grit. Our gear. Betty Designs equips you to shatter limits and look damn good doing it. Unleash your inner badass. #BadassIsBeautiful
• •Headline: Blend In? Never. Stand Out? Always. Body: Life’s too short for boring kits. Betty Designs brings bold, unapologetic style to your every swim, bike, and run. Dare to be different.
• •Headline: Fuel Your Fire. Rock Your Ride. Body: This isn't just apparel. It's a statement. Crafted for performance, designed to empower. Feel strong, feel fierce, feel Betty.
• •Headline: The BettySquad: More Than Teammates, We're a Tribe. Body: United by sweat, style, and the relentless pursuit of our best. Join a community of women who lift each other up and chase down goals.
• •Headline: Performance Meets Provocateur. Body: Why choose between speed and style? Betty Designs delivers high-performance fabrics with iconic, head-turning designs. Get ready to own the course.