Brand Tone

empowering, authentic, and community-focused

Brand Values

• •Community
• •Quality & Performance
• •Empowerment
• •Authenticity
• •Resilience

Best Practices

• •Lead with "Empowerment": Every piece of copy, from a product description to a tweet, should aim to uplift and empower the reader. Use strong, active verbs and focus on benefits that build confidence (e.g., "secure fit," "unleash your strength," "conquer your workout").
• •Speak from a Place of Authentic Expertise: Leverage the founder's credibility. Use confident, knowledgeable language that explains *why* a fabric or design is superior, just as a trusted trainer would. Avoid overly technical jargon but don't be afraid to highlight performance features.
• •Prioritize Community: Use inclusive language like "we," "us," and "our community." Frame purchases and interactions not just as transactions, but as acts of joining a supportive group. Ask questions and encourage user-generated content to foster this connection.
• •Balance Aspiration with Relatability: Showcase high-performance athletes and stunning visuals, but ground the messaging in relatable struggles and triumphs. Share authentic stories, admit that fitness is a journey with ups and downs, and maintain the transparency that the founder has established.
• •Let Quality Underpin Everything: The copy should reflect the premium nature of the products. Use descriptive, sensory language to evoke the luxurious feel of the fabric ("buttery soft," "second-skin," "sleek and supportive"). Ensure all copy is polished, professional, and free of errors to maintain a high-quality brand image.

Social Perception

The public and customers perceive CORIO as a credible and high-quality "influencer brand." It is seen as a direct reflection of its founder, Katie Corio: strong, authentic, and dedicated to fitness. Customers appear willing to pay a premium price because they trust the founder's expertise and value the product quality. The brand is viewed as a positive force in the activewear market, supported by a community that wants to see a female-owned business succeed.

Copy Examples

• •Unleash Your Origin Story. Strength isn't just built in the gym; it's forged in your spirit. Our Origin Collection was designed to support every rep, every set, and every breakthrough. Feel the power of a second-skin fit that moves with you, not on you. This is more than activewear. It's your armor. #CorioActive #CommunityStrength
• •Engineered for Power, Designed for You. Meet the Power Bra: your new essential for high-impact workouts and unwavering support. Crafted from our signature luxurious, sweat-wicking fabric, it provides secure compression without sacrificing comfort. From barbell to brunch, its sleek design and durable construction empower you to conquer your day with confidence.
• •It