Brand Tone

Aspirational, motivational, and community-focused. The language used is encouraging and inclusive, aiming to inspire customers. It blends Jiu-Jitsu-specific terminology with broader messages of personal development and perseverance.

Brand Values

• •Discipline & Perseverance
• •Community & Connection
• •Authenticity
• •Growth
• •Quality

Best Practices

• •Embrace the "Lifestyle" Angle: Always connect the product back to the broader lifestyle and values of Jiu-Jitsu. The copy should not just sell a t-shirt, but the identity and principles it represents.
• •Use Authentic Terminology, But Explain It: While using Jiu-Jitsu terms like "roll," "guard," or "OSS" builds credibility, ensure the broader message of discipline and growth remains clear to a wider audience.
• •Focus on "You," the Customer: Address the customer directly. Use aspirational language that speaks to their personal journey, challenges, and triumphs. Make them the hero of the story.
• •Maintain a Motivational and Positive Tone: The copy should inspire and uplift. Avoid a negative or overly aggressive tone. The focus is on self-improvement and community, not just competition.
• •Be Consistent Across All Channels: The tone, values, and core message must be seamless, whether it's on a product page, an Instagram caption, a Facebook ad, or a YouTube video description. This consistency builds a strong, recognizable brand identity.

Social Perception

Largely positive. Beyond the Mat is seen as a high-quality apparel brand that genuinely represents the Jiu-Jitsu lifestyle. Customer reviews frequently praise the quality of the materials and the fit of the apparel. The brand’s focus on the values that extend "beyond the mat" resonates well within the martial arts and wellness communities.

Copy Examples

• •The grind doesn’t stop when you step off the mat. Our new Signature Hoodie is crafted for the disciplined, the dedicated, and the relentless. It's more than apparel; it's a statement. Wear your journey. #BeyondTheMat #BJJLifestyle
• •Respect. Resilience. Repetition. The principles you live by, woven into every fiber. This is gear for your life's work. #JiuJitsu #Mindset #BeyondTheMat
• •Engineered for life beyond the roll. Discover apparel that honors your commitment to continuous growth.
• •Subject: It's You vs. You. Your journey is unique. Your gear should be too. At Beyond the Mat, we create apparel for the individual who knows that the toughest opponent is the one in the mirror. Shop the new collection and equip yourself for the challenge.
• •Tag a training partner who pushes you to be better, on and off the mat. We're a community of individuals dedicated to growth, and we're stronger together. #BeyondTheMat #BJJCommunity #IronSharpensIron