Brand Tone

Empathetic and Relatable, Encouraging and Motivational, Positive and Fun, Approachable and Inclusive, Confident

Brand Values

• •Self-Improvement and Personal Growth
• •Confidence
• •Comfort and Fashion
• •Affordability
• •Support and Community

Best Practices

• •Embrace “You” Language: Speak directly to the customer, making them the hero of their own evolution story. Use words like 'you,' 'your,' and 'yourself.'
• •Focus on Empowerment and Positivity: Frame challenges as opportunities for growth. Use uplifting and motivational language. Avoid overly aggressive or intimidating fitness jargon.
• •Share Relatable Stories: Incorporate testimonials or narratives (like the founder's story) that customers can connect with, emphasizing shared experiences and journeys.
• •Highlight Both Form and Function: While emphasizing looking good, also communicate the comfort, quality, and performance aspects of the apparel that support an active lifestyle.
• •Maintain an Encouraging and Inclusive Voice: Ensure copy feels welcoming to women at all stages of their fitness and self-improvement journeys, avoiding exclusionary language. Reiterate the idea of evolving together.

Social Perception

User Engagement, Focus on Appearance and Feeling, Limited Public Data

Copy Examples

• •Headline for a new legging collection: "Step Into Your Power. Our new collection is designed to make you look good, feel incredible, and crush your goals. Evolve with us."
• •Instagram caption for a customer feature: "Look at @[username] absolutely glowing on her journey! ✨ We believe that every step, big or small, is a move towards greatness. What are you evolving towards today? #Evolution2Greatness #LookGoodFeelGood"
• •Email subject line for a promotion: "Your Evolution Starts Now (and so does 20% off!)."
• •Product description snippet for a sports bra: "Feel supported, confident, and ready for anything. This isn't just a sports bra; it's your partner in evolution, helping you move freely and feel fabulous from your first rep to your last."
• •About Us page excerpt: "Remember that feeling? The one where your outfit just clicks, and suddenly you're standing taller, ready to take on the world (or at least that tough workout!). That's the feeling behind Evolution2Greatness. We're here to cheer you on, every lunge, leap, and laugh along the way."