Brand Tone

Supportive and Motivational, Knowledgeable and Solution-Oriented, Approachable and Community-Focused, Professional yet Accessible

Brand Values

• •Quality and Affordability
• •Customer Focus and Solutions
• •Expertise and Experience
• •Growth and Adaptability
• •Community/Support

Best Practices

• •Emphasize Empowerment: Use language that inspires and motivates users to take action towards their fitness goals. Focus on "courage," strength, and achieving potential.
• •Maintain an Approachable Expertise: Share knowledge and advice in a friendly, easy-to-understand manner. Avoid overly technical jargon unless specifically addressing a highly knowledgeable audience for certain products.
• •Highlight Solutions and Support: Frame products and services as solutions to customer needs, whether it's building a home gym on a budget or designing a comprehensive commercial space.
• •Be Transparent and Value-Driven: Clearly communicate the benefits of quality equipment and fair pricing. Reinforce the brand's commitment to affordability without compromising on durability.
• •Foster Community: Use inclusive language. Encourage interaction on social media and share customer successes (with permission) to build a sense of belonging and shared fitness journeys.

Social Perception

Helpful Resource for Fitness Enthusiasts, Local Minnesota Business with Wider Reach, Responsive and Engaged, Potential for Name Confusion

Copy Examples

• •Headline: Find Your Strength. Build Your Courage. Body: At Courage Heavy Equipment, we provide top-quality, affordable fitness gear to help you conquer your goals, whether at home or in a commercial gym. Let's build something powerful together.
• •Headline: From Pandemic Necessity to Your Fitness Solution. Body: Courage Heavy Equipment was born to keep you moving. We offer expert gym design, durable equipment, and the support you need to create your perfect workout space.
• •Headline: No Minimums, Maximum Results. Body: Get access to wholesale prices on professional-grade dumbbells, barbells, kettlebells, and more. Courage Heavy Equipment makes quality fitness accessible to everyone.
• •Headline: Your Vision, Our Expertise. Custom Gyms by Courage. Body: Dreaming of the ultimate home gym or a state-of-the-art commercial facility? Our experienced team is here to design, source, and install it for you.
• •Headline: More Than Just Equipment – It's Courage. Body: We believe in the power of fitness to transform lives. Join the Courage community and discover the strength you never knew you had. Check out our latest gear and workout tips!