Brand Tone

Inspirational, Authentic, and Resilient; direct, heartfelt, and personal, like a mentor.

Brand Values

• •Authenticity
• •Perseverance & Resilience
• •Empowerment
• •Self-Belief
• •Breaking Barriers

Best Practices

• •Lead with the Story: Every piece of copy should connect back to the core narrative of Kelsie Whitmore's journey. Use her experiences of overcoming adversity, self-doubt, and judgment as the foundation for brand messaging. This ensures authenticity.
• •Use "You" and "I" to Foster Connection: Write as if Kelsie is speaking directly to the customer. Use first-person anecdotes ("I learned to...") and second-person encouragement ("You can...") to create a personal, mentor-like relationship with the audience.
• •Emphasize Action and Resilience: Use strong, active verbs that convey a sense of struggle and triumph. Words like 'grind', 'prove', 'overcome', 'rise', 'believe', and 'persevere' align perfectly with the brand's values.
• •Stay Authentic and Grounded: Avoid overly polished corporate jargon. The brand's strength is its rawness and honesty. Acknowledge the struggle, not just the success. This makes the inspirational message more relatable and powerful.
• •Integrate the Mission into Every Touchpoint: From product descriptions to social media replies, ensure the core message-"to encourage individuals to be the best versions of themselves"-is present. Every piece of content should answer the silent question from the customer: "How does this inspire me to 'Be Me'?"

Social Perception

Perceived as a genuine and inspiring extension of Kelsie Whitmore, embodying her personal mission and journey. It's respected for its authentic story of overcoming struggles and breaking barriers, seen as merchandise allowing supporters to share her inspirational message. Overwhelmingly positive.

Copy Examples

• •They told her it was a man's game. They told her she didn't belong. She answered on the mound. Your field, your rules. Don't just play the game-change it. #ProveThemWrong #BeYou
• •This isn't just a hoodie. It's a statement. In a world that constantly asks you to be something else, choosing to be yourself is an act of defiance. Crafted for comfort, designed to inspire. Wear it as a reminder that your greatest strength is living 100% authentic.
• •Ever get 'The Look'? The one that says, 'You don't belong here.' Our founder, Kelsie Whitmore, turned that look into fuel. She built a career on ignoring the doubters and believing in herself. The Be You collection was born from that fire. It's for anyone who's ever been underestimated. Shop the gear that tells the world you're here to compete.
• •The grind doesn't care about opinions. Your comeback is built on days when no one is watching. It's fueled by your own belief. Our gear is for those moments. For the relentless pursuit of being the best version of you. How do you #BeYou?
• •Stop chasing their approval. Start chasing the best version of yourself. That's the win. #BeYou