Brand Tone

Aspirational and Confident

Brand Values

• •Style & Aesthetics
• •Performance & Comfort
• •Identity & Self-Expression
• •Community
• •Quality

Best Practices

• •Create a Brand Voice Chart: Develop a simple guide that outlines your core tone characteristics (e.g., "We are: Confident, Aspirational, Clean, Energetic." "We are not: Arrogant, Unrealistic, Messy, Passive."). This ensures everyone writing for the brand is aligned.
• •Speak Your Audience's Language: Use language that resonates with the UK streetwear and fitness community. Incorporate relevant slang and emojis naturally, but avoid overdoing it to maintain a level of sophistication.
• •Maintain Visual and Textual Harmony: Ensure the aesthetic of your photos and videos clean, high-energy, and stylish is matched by the copy. The words should feel like they belong to the images.
• •Prioritize Action-Oriented Language: Use strong verbs and an active voice to create a sense of motivation and forward momentum. Phrases like "Define your style," "Elevate your game," and "Shop the look" are more impactful than passive alternatives.
• •Be Consistent Across All Channels: Whether it's a website product description, a TikTok caption, or a customer service email, the core tone should remain the same. The context may change, but the brand's personality should be instantly recognizable.

Social Perception

The public perceives I.D Clothing as a trendy and desirable independent UK streetwear brand. Its target audience appears to be young adults who are active on social media and value athletic-inspired fashion (athleisure). The brand has successfully cultivated an image of exclusivity and style, similar to other rising UK streetwear names. The lack of negative public feedback and the positive engagement on its social platforms indicate a favorable perception among its customer base. They are seen as a go-to for stylish tracksuits and activewear sets.

Copy Examples

• •Engineered for the grind, designed for the spotlight. The new ACTIVE Tech Tracksuit is here. It’s more than just a fit it’s a statement. Don’t just follow the trend, define it. Tap to shop your identity. #IDClothing #UKStreetwear #Activewear
• •Your hustle doesn't stop. Neither should your style. From the gym to the streets, we move with you. 🫡 #IDClothing #GRWM #FitCheck #Athleisure
• •Comfort Is The New Luxury. Discover our collection of premium activewear, crafted to elevate your every day.
• •You’re part of the I.D. family, and we see you. As a thank you for your support, here’s 15% off your next order. It’s time to invest in your identity. Use code: IDENTITY15 at checkout.
• •The weekend fit is calling. Which one are you choosing? (Add a poll: "Sleek Black" vs. "Cool Grey")