Brand Tone

Relatable & Authentic, Humorous, Empowering & Confident, Supportive & Understanding, Direct & Informative

Brand Values

• •Inclusivity & Fit
• •Comfort & Quality
• •Confidence
• •Authenticity & Relatability
• •Customer-centricity
• •Value for Money
• •Ethical & Sustainable Practices

Best Practices

• •Speak Directly to Your Audience: Always use "you" and address the specific pain points and desires of plus-size men (e.g., "Tired of tees that are too tight?", "room where you need it").
• •Maintain Authenticity and Relatability: Share real customer stories, be transparent (like mentioning the CEO's journey), and avoid overly corporate or exaggerated language.
• •Balance Humor with Empathy: Use lightheartedness where appropriate, but always show understanding and respect for the challenges your audience faces.
• •Highlight Key Differentiators Consistently: Regularly mention the unique fit, premium comfort, the 180-day trial, and ethical considerations in your copy.
• •Focus on Benefits, Not Just Features: Instead of just saying "60% cotton/40% polyester," explain what that means for the customer: "butter-soft fabric for all-day comfort and breathability."

Social Perception

Positive for Target Audience, Problem-Solver, Trustworthy (increasingly), Community-Oriented, Slight Skepticism from Broader Market (initially)

Copy Examples

• •Headline: Finally. T-Shirts That Actually Fit a Man's Body. Body: Tired of tees that are too tight, too short, or just plain uncomfortable? We get it. Built Different is designed for *your* build. Experience the difference with our butter-soft, premium fabrics and a fit that lets you move and feel confident. Try it risk-free for 180 days. Call to Action: Shop Your Perfect Fit.
• •Headline: Our CEO Was Fed Up With Bad Fits. So He Made His Own. Body: Mark (our founder, and a regular bloke) knows the struggle. That's why he created Built Different – premium basics for guys who deserve comfort and style that doesn't cost a fortune. No more compromises. Just great-fitting clothes you'll actually love to wear. Call to Action: Hear Mark's Story & Shop.
• •Headline: "These are my go-to t-shirts." - David M. (Real Customer, Real Comfort) Body: Don't just take our word for it. Thousands of guys have discovered the Built Different secret: superior comfort, a fit that flatters, and the confidence to match. Plus, with our 180-day wash & wear guarantee, what have you got to lose (besides those old, ill-fitting tees)? Call to Action: Read More Reviews & Find Your Size.
• •Headline: Built Different: For the Man Who Values Comfort as Much as Style. Body: You're past the point of settling for less. You want quality that lasts, a fit designed for your body, and the kind of comfort that makes you forget what you're wearing. That's Built Different. Premium essentials, ethically made, for men who know their worth. Call to Action: Discover the Collection.
• •Headline: Big Fella? Big Comfort. Big Confidence. Body: Let's be honest, finding clothes that feel *and* look good when you're a bigger guy can be a mission. Built Different is here to change that. Our tees and polos are crafted to give you room where you need it and a fit that makes you look sharp. Feel the difference. Call to Action: Shop Now (L-6XL Available).