Brand Tone

Inspirational, communal, dedicated, direct, and passionate, focusing on inner strength, discipline, and shared passion for BJJ. It is encouraging and inclusive, aiming to build a collective identity.

Brand Values

• •Strength
• •Community
• •Passion
• •Quality
• •Inspiration

Best Practices

• •Always Anchor to 'Strength': Every piece of copy, from a tweet to a product description, should in some way tie back to the core concept of strength—be it physical, mental, or communal.
• •Use Inclusive, 'Community-First' Language: Employ words like "we," "us," and "our community" to reinforce the brand's collective identity. Make the customer feel like a member, not just a buyer.
• •Speak the Language of BJJ: Use terminology and refer to experiences that are unique to Brazilian Jiu-Jitsu practitioners. This builds authenticity and shows that the brand is an insider.
• •Maintain an Inspirational and Respectful Tone: Avoid overly aggressive or boastful language. The tone should be one of quiet confidence, respect for the art, and motivation, reflecting the discipline of martial arts.
• •Highlight the 'Why' Behind the Brand: Regularly reference the origin of the name and its meaning. This unique story differentiates Ezeqiel from competitors and adds a layer of depth and purpose to the brand.

Social Perception

Authentically embedded in the BJJ world, Ezeqiel is perceived as a brand 'for' BJJ practitioners, 'by' BJJ practitioners. This niche focus fosters a loyal following, cultivating credibility within the martial art community as a dedicated supplier, rather than a mainstream apparel company.

Copy Examples

• •Strength isn't just in the fight, it's in the discipline of showing up. Fuel your journey. #Ezeqiel #BJJLife #StrengthFromWithin
• •EZEQIEL: Gear Forged for the Dedicated. Inspired by Strength.
• •More Than a Brand. Welcome to the Ezeqiel Community.
• •Engineered for the roll and designed for the warrior. Our new rashguard moves with you, providing the durability the mat demands and the strength your spirit embodies. Train harder, last longer.
• •From white belt to black belt, we are all united by the mat. Ezeqiel is proud to be part of your BJJ journey with gear that's as resilient as you are. Join our community and discover your strength. Shop now.