Brand Tone

Authentic & Relatable, Motivational & Empowering, Expert & Knowledgeable, Direct & No-Nonsense, Community-Oriented & Supportive, Resilient

Brand Values

• •Quality & Durability
• •Hard Work & Determination
• •Health & Fitness
• •Authenticity & Real-World Experience
• •Accessibility & Inclusivity
• •Results-Driven
• •Never Give Up/Resilience

Best Practices

• •Channel Shane's Voice: Write as if Shane Cameron is speaking directly to the audience – authentic, experienced, encouraging, and sometimes with a touch of Kiwi directness. Draw from his story of resilience.
• •Focus on Transformation & Empowerment: Frame benefits around the customer's journey to becoming stronger, healthier, and more confident, mirroring Shane's "best version of you" philosophy.
• •Highlight Quality & Expertise: Consistently mention the high-grade materials, the design input from a professional boxer, and the durability of the products. Back up claims with specifics where possible (e.g., "tested for 12 months").
• •Be Direct and Action-Oriented: Use clear, concise language. Get straight to the point and encourage action (e.g., "Shop Now," "Get Started Today," "Learn More").
• •Show, Don't Just Tell, the Community Aspect: Share stories, testimonials, and visuals from the gym, app users, and the Parkinson's program to demonstrate the supportive and inclusive environment.

Social Perception

Trusted Expert, Quality Provider, Inspirational Figure, Community Focused, Emerging Brand Awareness (for products)

Copy Examples

• •Website Banner (Motivational/Empowering): "Unleash Your Inner Warrior. Shane Cameron's Counterpunch gear isn't just equipment – it's your partner in the fight for a stronger, fitter you. Shop Now & Start Your Transformation."
• •Social Media Post (Authentic/Expert): "The Mountain Warrior knows what it takes. Years in the ring, countless rounds. That's the experience poured into every Counterpunch glove. Feel the difference real expertise makes. #CounterpunchNZ #ShaneCameron #BoxingGear"
• •Product Description Snippet (Direct/Quality-focused): "Counterpunch Pro Series Gloves: Built tough, because your training demands it. Premium leather, superior protection. No frills, just performance. Get yours."
• •Fitness App Ad (Results-Driven/Empowering): "Stop wishing, start doing. The Counterpunch Fitness App, designed by Shane Cameron, delivers personalized workouts and meal plans that get real results. Your best shape is waiting. Download today."
• •Community Program Post (Supportive/Community-Oriented): "Fighting back, together. Our Counterpunch Parkinson's crew shows incredible heart every session. It's more than a workout; it's a community standing strong. Learn more about our program. #CounterpunchParkinsons #BoxingForHealth"