Brand Tone

Empowering, Modern & Stylish, Motivational, Quality-Focused, Approachable

Brand Values

• •Empowerment of Women: Designing activewear that helps women feel good about themselves during physical activity.
• •Style in Fitness: Believing that workout clothing can be both functional and fashionable.
• •Active Lifestyle Promotion: Encouraging health and wellness through movement.
• •Quality and Comfort: Providing apparel that performs well and is comfortable to wear.
• •Self-Expression: Offering activewear that allows individuals to express their personal style even while working out.

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (empowering, stylish, motivational), key messaging points, "do's and don'ts" for language, and preferred terminology. This ensures everyone writing for the brand is aligned.
• •Focus on "Her": Always write with the target audience (active women) in mind. Use language that resonates with their aspirations, challenges, and lifestyle. Emphasize benefits that empower her (e.g., "feel confident," "move freely," "express your style").
• •Be Authentic & Relatable: While stylish, avoid overly technical jargon or an aloof tone. Share stories or use language that reflects real experiences and a genuine passion for an active lifestyle. Elle Fit Active, for example, was inspired by the founder's personal story.
• •Maintain Visual & Textual Harmony: Ensure the copywriting tone aligns with the visual branding (website design, product photography). If the visuals are vibrant and energetic, the copy should reflect that.
• •Review and Refine Consistently: Regularly audit website copy, product descriptions, email newsletters, and any marketing materials to ensure they consistently reflect the defined brand tone and values. Adapt as the brand evolves, but always with the core identity in mind. Oner Active, for example, clearly states its values like consistency, accountability, and hard work, which likely guides their communication.

Social Perception

General sentiment around activewear brands often revolves around quality, fit, comfort, style, and price. Customers of activewear, in general, appreciate soft, durable fabrics and good fit. The perception of brands in general can be defined by warmth (worthy intentions) and competence (ability).

Copy Examples

• •Headline for new leggings: "Unleash Your Strength. Embrace Your Style. Our new Aura Leggings move with you, from power pose to power run."
• •Instagram caption for a sports bra: "Support that inspires confidence. Style that turns heads. Ready to conquer your workout? #FitActif #ActiveStyle #EmpoweredWomen"
• •Email subject line for a new collection: "NEW ARRIVALS: Elevate Your Active Life with Fit Actif ✨"
• •Product description snippet: "Crafted for every move you make, the Zenith Performance Tee blends buttery-soft fabric with a chic silhouette. Feel empowered, look incredible, and perform your best."
• •Website banner text: "Your Journey. Your Style. Your Strength. Discover activewear that celebrates you. Shop Fit Actif."