Brand Tone

Aspirational & Motivational, Community-Focused & Inclusive, Performance-Oriented & Technical, Purpose-Driven & Charitable, Confident & Emerging

Brand Values

• •Quality & Performance
• •Innovation
• •Community
• •Purpose & Generosity
• •Empowerment
• •Integrity/Faith-Based

Best Practices

• •Anchor in "Athlete-Centric Performance": All copy should resonate with the needs and aspirations of athletes, emphasizing quality, durability, and features that enhance performance.
• •Weave in the "Purpose/Give Back" Angle: Authentically integrate the charitable mission. It shouldn’t feel like an afterthought but a core part of the Bodcraft identity. Make it clear and easy for customers to understand how their purchase contributes.
• •Foster Community Language: Use inclusive terms like "Craftlete," "team," "community," "together." Encourage interaction and sharing of experiences.
• •Maintain a Confident, Yet Humble, Voice: Be proud of the product quality and mission, but avoid arrogance. Acknowledge the journey of growth as a brand.
• •Ensure Clarity and Transparency: Especially regarding the donation process and the brand's values (including the Christian-based non-profit aspect, which should be communicated in a way that is informative and welcoming to all). Be clear about product features and return policies.

Social Perception

Emerging Player, Positive for Quality (among those who know it), Potentially Mixed on Broader Scale/Trust, Charitable Aspect is a Differentiator

Copy Examples

• •Headline: Bodcraft: Gear Up. Give Back. Go Beyond. Body: Engineered by athletes, for athletes. Our high-performance activewear is built to elevate your training, while every purchase helps fuel life-changing missions worldwide. Join the Craftlete movement.
• •Headline: Feel the Difference. Make a Difference. Body: Experience the technical precision of Bodcraft apparel – from sweat-wicking fabrics to chafe-free seams. Perform at your peak, knowing you're part of something bigger. A portion of your purchase empowers communities.
• •Headline: Not Just Activewear. It's a Commitment. Body: To quality. To performance. To community. Bodcraft is designed in-house and tested by pros, so you can push your limits. We’re committed to giving back, together.
• •Headline: Your Best Performance Starts Here. Your Impact Starts Now. Body: Bodcraft delivers the activewear technology you need to crush your goals. And with our commitment to global outreach, every WOD, every run, every session contributes to a greater good.
• •Headline: Join the Craftletes: Elite Gear, Shared Purpose. Body: We're more than a brand; we're a family dedicated to peak performance and positive change. Discover Bodcraft activewear and help us write a story of impact, one stitch, one workout, one community at a time.