Brand Tone

Nurturing, empowering, and hopeful. The brand communicates with a supportive and encouraging voice, building a sense of community among mothers. It is personal, reflective, warm, and uplifting, often drawing from the founder's experiences.

Brand Values

• •Community and Support
• •Joy and Celebration
• •Authentic Storytelling
• •Effortless Inclusivity
• •Empowerment

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission. Whether selling a sweatshirt or sharing a blog post, anchor the copy in the brand's values of community, joy, and empowerment for mothers.
• •Use "Village" Vernacular: Consistently use words like "village," "community," "support," "celebrate," and "joy." This reinforces the brand’s identity and makes the audience feel like they are part of a collective.
• •Speak from a Place of "We": Write copy that speaks from one mother to another. Use a personal, empathetic tone that acknowledges the challenges and triumphs of motherhood, creating a bond of shared experience.
• •Balance Inspiration with Reality: While the tone is hopeful, it's crucial to acknowledge the "not-so-light moments" as mentioned on the website. This authenticity makes the brand more relatable and trustworthy than one that is only positive.
• •Tell the Founder's Story: Regularly weave in the origin story of the brand—how Tika Sumpter's parents inspired the "fort of love." This narrative is a powerful differentiator and adds emotional depth to the brand.

Social Perception

The brand is largely perceived as a mission-driven, female-founded lifestyle brand, shaped by its founder Tika Sumpter and its high-profile collaboration with Bloomingdale's. It's seen as positive, inspirational, and purpose-driven, lending credibility and a platform for its message of empowerment.

Copy Examples

• •More than a title, it’s a universe of strength and love. Our ‘Mama’ sweatshirt is a soft reminder of the legend you are, every single day. Wrap yourself in the comfort you so freely give to others. #FortSumpter #HereForTheEveryday #MamaLegend
• •It Takes a Village. Welcome to Ours. Curated goods and stories to celebrate and support you through the journey of motherhood.
• •Feeling touched out? Your weekly refill is here.
• •Raised by a legend, ready for adventure. This isn't just a tee; it's a celebration of the love that builds them up. Made from ultra-soft cotton for boundless play, it’s a wearable piece of the joyful fort you build around them every day.
• •Motherhood is a journey, not a destination. At Fort Sumpter, we create apparel, goods, and stories that honor your path. Founded by Tika Sumpter, our mission is to wrap you in the same love and support you give your family. Join our village.