Brand Tone

Empowering and Motivational, approachable and inclusive, like a trusted and encouraging workout partner.

Brand Values

• •Quality and Performance
• •Empowerment and Confidence
• •Inclusivity
• •Community
• •Style and Functionality

Best Practices

• •Lead with "You," Not "We": Frame copy around the customer's experience, goals, and feelings. Instead of "We make great leggings," use "You'll feel confident and powerful in our leggings."
• •Embrace Motivational Language: Use strong, active verbs and positive, encouraging words. Phrases like "unleash your potential," "crush your goals," and "celebrate your strength" align perfectly with the brand's empowering tone.
• •Spotlight the Community: Consistently integrate user-generated content into marketing. When writing captions for UGC, celebrate the individual in the photo, making them the hero of the story.
• •Be Specific About Quality: Build trust by using descriptive terms that highlight performance benefits, such as "four-way stretch," "sweat-wicking," "buttery soft," and "squat-proof." This backs up the brand's promise of quality.
• •Ensure Visuals and Text are Aligned: Every image, video, and piece of copy should reflect the core values of inclusivity, empowerment, and performance. Use diverse models and showcase the apparel in realistic, active settings that resonate with the target audience.

Social Perception

Highly positive. Customers praise high-quality activewear, comparable to expensive brands, for its soft feel, squat-proof opacity, and flattering fit. The brand is perceived as authentic and trustworthy due to diversity and community engagement, offering excellent value for money.

Copy Examples

• •Engineered for your toughest workouts, designed to feel like a second skin. Our Luxe-Touch leggings are 100% squat-proof, sweat-wicking, and ready for anything. Stop worrying about your gear and start focusing on your next goal. #HectosActivewear #FeelThePower
• •Your journey inspires us! We love seeing the Hectos community move with strength and confidence. Tag @hectosactivewear_ and use #HectosCommunity for a chance to be featured on our page. Let's crush our goals, together. 💪
• •Support you can count on, comfort you'll forget is even there. The Elevate Bra is designed to move with you, giving you the freedom and confidence to push your limits. Ready for your next challenge? #DesignedForEveryBody #ConfidenceInMotion
• •For every woman, every body, and every goal. Our activewear is a celebration of your strength and individuality. Find your perfect fit and unleash the powerful, confident you. #Hectos #Empowerment
• •Ready for an upgrade? Experience the activewear that works as hard as you do. Tap to shop the collection that blends high-performance quality with effortless style. Your new favorite workout set is waiting. ✨