Brand Tone

Empowering & Supportive, Science-Backed & Authoritative, Direct & Action-Oriented, Community-Focused & Inclusive, Confident & Reassuring

Brand Values

• •Empowerment of Women
• •Scientific Validity & Efficacy
• •Health & Wellbeing (Holistic)
• •Community & Support
• •Strength & Resilience
• •Authenticity & Realism

Best Practices

• •Always Lead with Empowerment: Every piece of copy, from website headlines to social media posts, should aim to uplift, inspire, and instill confidence in women. Focus on what they *can* achieve.
• •Ground Claims in Science (and say so): Consistently reference the scientific backing of the programs and the expertise of Dr. Stacy Sims. This builds trust and reinforces the authoritative yet caring tone.
• •Use Inclusive and Understanding Language: Acknowledge the specific challenges and experiences of women, particularly during menopause, with empathy and validation. Avoid jargon where possible or explain it clearly.
• •Foster a Sense of Community: Regularly highlight the supportive community aspect. Use "we" and "us" to create a sense of belonging. Encourage interaction and sharing.
• •Be Direct, Honest, and Action-Oriented: While supportive, don't shy away from being direct about the benefits of strength training and the brand's approach (e.g., "Lifting Heavy Sh*t"). Provide clear calls to action that motivate users to take the next step.

Social Perception

Positive & Credible, Needed & Appreciated Resource, Specialized & Targeted, Community-Oriented, High Quality

Copy Examples

• •Headline: Reclaim Your Power. Defy Menopause. Body: Tired of being told to slow down? Empower by Dottir offers science-backed training programs designed by women, for women, to help you build strength, boost energy, and thrive through menopause and beyond. Join a community that gets it. Start your journey today. CTA: Discover Your Strength
• •Headline: Menopause Isn't the End. It's a New Beginning for Strength. Body: Led by Dr. Stacy Sims and CrossFit champions, Empower by Dottir provides the tools and knowledge to train smarter with your physiology, not against it. Lift heavy, feel strong, live vibrantly. CTA: Learn About Our Programs
• •Headline: Your Body is Changing. Your Workouts Should Too. Body: Stop guessing. Start training with purpose. Our programs are scientifically tailored for women in peri-menopause, menopause, and post-menopause. Access expert guidance, educational resources, and a supportive community. CTA: Get Your Personalized Plan
• •Headline: Strength Has No Age Limit. Empowerment is Timeless. Body: Empower by Dottir is more than a fitness program; it's a movement. We're redefining what it means to age strong, helping you connect with your body and unlock your full potential, physically and mentally. CTA: Join Empower Today
• •Headline: Built by Women, Backed by Science. For Every Stage of You. Body: From your 20s to menopause and beyond, Empower by Dottir provides hormone-smart education and training to help you reconnect with your body and rediscover your strength. CTA: Sign Up & Stay Informed