Brand Tone

Motivational, ambitious, and energetic. It employs a direct and assertive voice that aims to inspire and empower its audience. The language used is confident and bold.

Brand Values

• •Ambition and Success
• •Passion and Persistence
• •Community
• •Authenticity

Best Practices

• •Use Action-Oriented Language: Employ strong verbs and an active voice. Words like 'chase,' 'build,' 'drive,' and 'win' align perfectly with the brand's motivational tone.
• •Speak to Aspiration: Frame products not just as apparel, but as tools for the customer's journey toward their goals. The copy should sell a feeling of empowerment and ambition.
• •Maintain a Confident and Assertive Tone: The brand voice should be bold and unapologetic. Avoid hesitant or passive language to reflect the confidence it aims to inspire in its customers.
• •Incorporate Community-Centric Messaging: Use inclusive terms like 'crew,' 'team,' and 'fellow hustlers' to reinforce the sense of community. This makes customers feel like they are part of a movement.
• •Keep it Concise and Impactful: Especially on social media, messaging should be direct and powerful. Short, punchy slogans like 'Always. Chasing. Success.' are memorable and effectively communicate the brand's core ethos.

Social Perception

The brand is perceived as a niche player targeting individuals who identify with 'hustle culture' and the automotive scene. The messaging resonates with a community that values self-improvement, ambition, and breaking stereotypes, particularly in a male-dominated industry. By building a 'Team Driven' and featuring community members, the brand fosters a sense of belonging and shared identity. The brand's presence at major automotive events further solidifies its connection and credibility within this target community.

Copy Examples

• •Average is for the other guys. You were built for more. This is the uniform for your ambition. #StayDriven #ChaseSuccess
• •This isn't just a tee. It's a statement. For the 1% who refuse to settle, who push the limits, and who understand that success is earned, not given. Made from premium cotton for comfort that lasts as long as your drive.
• •GEAR FOR THE GO-GETTERS. LIVE FAST. STAY DRIVEN.
• •Your Weekly Fuel: New Drops & A Dose of Drive
• •They call it obsession. We call it being driven.