Brand Tone

Motivational, aspirational, and serious, avoiding humor and casual language, opting for powerful, evocative words that speak to struggle, resilience, and triumph to inspire inner strength and determination.

Brand Values

• •Resilience
• •Inner Strength
• •Perseverance
• •Self-Improvement
• •Purpose

Best Practices

• •Use a lexicon of power words: Consistently use a specific set of words that reinforce the brand values such as resilience, relentless, overcome, and unleash.
• •Focus on the 'Why,' not just the 'What': Connect product features to the customer's inner drive and purpose, explaining why the product is relevant to their journey.
• •Employ storytelling: Frame all copy within a narrative of struggle and triumph, positioning the customer as the hero of their own story.
• •Maintain a serious and aspirational tone: Avoid slang, casual emojis, or overly familiar language, ensuring the tone is always respectful and motivational.
• •Speak directly to the individual: Use 'you' and 'your' to make the message personal, fostering a direct, one-on-one conversation that resonates with their individual journey.

Social Perception

Difficult to gauge due to a lack of active social media presence and limited online reviews; perception is primarily controlled by the website's messaging, presenting the brand as a niche, premium athletic apparel company with a strong philosophical message.

Copy Examples

• •Adversity builds heroes. Our gear is your armor. Welcome to The Resurgence.
• •Engineered for the relentless pursuit of more. These aren't just joggers; they are a statement of your commitment. Every stitch is a testament to resilience. Wear your story.
• •Your struggle is part of the story.
• •Rock bottom is a foundation, not a destination. From the ashes, we rise. From the struggle, we find our heroism. #HeroismBrand #TheResurgence
• •This is more than just apparel. It's a symbol of your journey and the hero within. Thank you for making us a part of your story. Now, go earn it.