Brand Tone

Empowering & Inspiring, Inclusive & Community-Focused, Confident & Stylish, Approachable & Relatable

Brand Values

• •Empowerment: Particularly for women, encouraging them to feel strong, confident, and to embrace their power.
• •Inclusivity: Catering to diverse body shapes and sizes (S-3XL) and featuring women of color in campaigns.
• •Community: Prioritizing the building of a supportive network around the brand.
• •Quality & Comfort: Offering high-quality, comfortable materials and well-designed activewear.
• •Style & Functionality: Believing that strength and style go hand-in-hand, creating versatile pieces for both workouts and everyday life.
• •Authenticity: As a Black-owned, woman-owned business, there's an undercurrent of authentic representation and support for this community.

Best Practices

• •Embrace "Empowerment" Language: Use strong verbs and affirmative statements that inspire action and self-belief (e.g., "own," "define," "conquer," "embrace," "celebrate"). Focus on the wearer's internal strength and journey.
• •Highlight Inclusivity Naturally: Consistently mention size ranges (S-3XL) where appropriate. Use imagery and storytelling that reflect diverse women. Ensure language is welcoming and speaks to a broad audience of women.
• •Maintain a Confident & Uplifting Voice: The tone should be self-assured but not arrogant. Focus on positive attributes, the quality of the products, and the positive feelings they evoke (e.g., "feel incredible," "unmatched quality," "buttery-soft").
• •Infuse Community Spirit: Use collective pronouns like "we" and "us" when referring to the brand and its customers. Encourage interaction and sharing (e.g., "Join our community," "Share your grind"). Reference the "community first" motto when relevant.
• •Balance Style and Substance: While highlighting the "luxe" and "stylish" aspects, always tie it back to functionality, comfort, and the empowerment the clothing provides. Avoid overly technical jargon; instead, focus on the feeling and experience of wearing GLAD.

Social Perception

Positive Customer Experiences, Seen as Empowering and Inclusive, Appreciation for Black-Owned Business, High-Quality Athleisure, Community-Oriented, Aspirational yet Attainable

Copy Examples

• •Headline: Own Your Strength. Define Your Style. Body: GLAD is more than activewear, it's your daily reminder to show up, push further, and feel incredible doing it. Our luxe, size-inclusive designs move with you, from the toughest workout to your busiest day. Because confidence looks good on you. #GrindLikeADoll #EmpoweredByGLAD
• •Headline: Community First. Confidence Always. Body: At GrindLikeADoll, we're building more than a brand; we're building a movement. Join a community of strong, stylish women who celebrate every grind, big or small. Our pieces (sizes S-3XL) are crafted to make you feel your best, inside and out. Let's grow and glow, together. #GLADcommunity #InclusivityInMotion
• •Headline: Not Just Activewear. It's a Mindset. Body: Feel the difference of buttery-soft fabrics and designs that sculpt and support. The [Collection Name, e.g., Moonstone Collection] is here – blending minimalistic luxe with maximum performance. Ready to elevate your everyday? #GrindLikeADollLuxe #StyleAndStrength
• •Headline: For Every Woman. For Every Grind. Body: We see you, we support you, we design for you. From S to 3XL, find your perfect fit and feel the GLAD difference. High-quality, versatile pieces that celebrate your journey and your power. What's your grind today? #GLADstyle #EmpowermentInEveryStitch
• •Headline: Look Good, Feel Powerful, Grind On. Body: Your ambition deserves activewear that keeps up. Our latest arrivals are engineered for performance and designed to turn heads. Stop traffic, break barriers, and do it all with unapologetic style. Discover your new favorite set. #GrindLikeADoll #PowerfullyYou