Brand Tone

Motivational & Inspiring, Aspirational & Performance-Focused, Community-Oriented & Supportive, Direct & Confident, Relatable (on TikTok)

Brand Values

• •Quality
• •Performance
• •Style
• •Community
• •Motivation & Self-Improvement
• •Resilience
• •Canadian Identity

Best Practices

• •Develop a Brand Voice & Tone Guide: Document the key characteristics of Builtwear's voice (e.g., motivational, confident, supportive) and the appropriate tones for different platforms (e.g., more informal and engaging on TikTok, aspirational on Instagram). This guide should include preferred vocabulary, a "do's and don'ts" list, and examples.
• •Focus on "The Why": Consistently connect the apparel back to the customer's journey, goals, and aspirations. Emphasize how Builtwear supports their pursuit of self-improvement and peak performance, not just the product features.
• •Use Strong, Active Language: Employ verbs and phrasing that convey strength, determination, and achievement (e.g., "conquer," "forge," "elevate," "unleash").
• •Maintain Authenticity and Relatability: While aspirational, ensure the messaging remains grounded and relatable, especially on platforms like TikTok. Share real stories (with permission) and engage genuinely with the community.
• •Ensure Consistency Across All Channels: Whether it's a website product description, an Instagram caption, a TikTok video, or a customer service email, the core brand tone and values should be consistently reflected. Regularly audit content across platforms to ensure alignment.

Social Perception

Positive Association with Quality and Empowerment, Supportive Community, Engaged Audience, Limited Independent Reviews

Copy Examples

• •It’s not just about the weight you lift, but the barriers you break. Built for resilience. Built for you. #BuiltWear #ModernAthlete #PushYourLimits #GymMotivation #CanadianStrength
• •Engineered for peak performance, designed for undeniable style. Discover the Builtwear collection – premium athletic apparel that moves with you, supports you, and empowers you to conquer your goals. Shop now and join the Built community. [Link] #BuiltToPerform #FitnessJourney #QualityActivewear
• •Your daily grind, powered by Builtwear. Comfort, style, and pure motivation. What are you building today? 🔥 #BuiltDifferent #GymTok #WorkoutGear #FitFam #MadeInCanada
• •BUILTWEAR: Forge Your Strength. Premium apparel for athletes who demand more. More quality, more performance, more community.
• •NEW DROP: Elevate Your Performance with Builtwear’s Latest Innovation.