Brand Tone

Empowering & Motivational, Positive & Optimistic, Resilient & Courageous, Supportive & Inclusive, Playful & Relatable (at times)

Brand Values

• •Resilience
• •Positivity
• •Empowerment
• •Courage
• •Support for Veterans & Female Entrepreneurs
• •Self-Care & Mental Well-being
• •Authenticity

Best Practices

• •Embrace the "Eat The Lemons" Metaphor: Consistently weave in the core concept of turning adversity into strength. Use active, empowering language.
• •Lead with Positivity and Empowerment: Even when addressing difficult topics (like PTSD), frame the message around strength, support, and hope.
• •Highlight Core Values: Regularly remind the audience of what the brand stands for – resilience, veteran/female ownership, courage, and self-love.
• •Speak Authentically and Relatably: While motivational, avoid overly preachy or generic statements. Use language that feels genuine and connects with everyday struggles and triumphs. The "chest out, chin up" attitude should feel attainable.
• •Maintain Visual and Textual Cohesion: Ensure that the tone of the copy aligns with the visual elements used in ads, social media posts, and on the website. The imagery should reinforce the messages of strength, diversity, and optimism.

Social Perception

Customers likely perceive the brand as a source of inspiration and a way to wear their values. The connection to a leadership expert and veteran (Tameka Rushing) may add a layer of trust and perceived authority in messages of resilience and strength. The brand appears to resonate with individuals seeking to express a positive attitude, overcome personal struggles, or support a small, value-driven business. The focus on being "female and veteran-owned" likely appeals to consumers who prioritize supporting these groups.

Copy Examples

• •Headline: Life Threw Lemons? Good. We Eat 'Em. Body: Don't just make lemonade. Devour the challenge. Our latest collection is for the resilient, the brave, the ones who face life chest out, chin up. Wear your strength. #EatTheLemonsApparel #ResilienceUnleashed
• •Headline: Your Daily Dose of "You Got This." Body: Wrap yourself in positivity. Our apparel is more than fabric – it's a reminder of your inner power and the incredible strength you carry. Find your new favorite mantra. #PositiveVibesOnly #WearableMotivation #SelfLoveJourney
• •Headline: Veteran Strength. Female Powered. Global Positivity. Body: As a female & veteran-owned business born from overcoming adversity, we know a thing or two about grit. Support a mission to spread resilience, one tee at a time. #VeteranOwned #FemaleFounded #SpreadPositivity
• •Headline: Not All Wounds Are Visible. All Strength Is. Body: Our PTSD Awareness line is a quiet nod to the warriors among us. Wear it for yourself, wear it for a loved one. Spark a conversation. Show your support. #MentalWellness #StrengthWithin #YouAreNotAlone
• •Headline: Turn "Ugh, Mondays" into "Okay, Lemons, Let's Dance." Body: Inject some fun and fight into your everyday. Our playful designs meet powerful messages to help you tackle whatever the week throws your way. Shop the look that says you're ready for anything. #MotivationMonday #PlayfulPower #ChestOutChinUp