Brand Tone

Passionate, Inclusive, Value-Driven, Community-Focused

Brand Values

• •Passion for Jiu-Jitsu
• •Quality
• •Selection
• •Value/Best Price
• •Customer Experience
• •Inclusivity

Best Practices

• •Speak the Language of BJJ: Use terminology and references that resonate with Jiu-Jitsu practitioners (e.g., "roll," "on the mats," "tapping out," belt ranks). This shows authenticity and understanding.
• •Emphasize the "Why": Connect with the passion and lifestyle aspect of Jiu-Jitsu, not just the products. Share stories or sentiments that reflect the dedication and community spirit of BJJ.
• •Maintain Inclusivity: Ensure messaging appeals to practitioners of all levels, genders, and ages. Highlight gear options for everyone.
• •Be Direct and Value-Oriented: Clearly communicate the benefits of shopping with Jitsu Armor, such as quality, selection, price match, and good customer service. Make it easy for customers to understand why they should choose your brand.
• •Stay Consistent Across All Channels: Whether it's the website, social media posts, email marketing, or ad copy, the core tone (passionate, inclusive, value-driven, community-focused) should be recognizable and consistently applied. Use a style guide if necessary to ensure all communications align.

Social Perception

A legitimate retailer with positive customer experiences and a strong connection to the BJJ community.

Copy Examples

• •Headline: Your Journey, Your Armor. Quality Gear for Every Roll. Body: At Jitsu Armor, we know Jiu-Jitsu is more than a sport – it's who you are. That's why we offer the best selection of Gis, rash guards, and apparel for every practitioner, from white belt to black belt. Gear up with confidence, knowing you've got quality and value rolled into one.
• •Social Media Post: Stepped onto the mats and never looked back? We get it. Jitsu Armor is built by practitioners, for practitioners. Find everything you need to live the BJJ life, from your first Gi to your competition essentials. #JitsuArmor #BJJLife #JiuJitsuGear
• •Product Description (for a Gi): Unleash your best game with the [Product Name] Gi. Crafted for durability and designed for performance, this Gi is your trusted partner through every training session and competition. Experience the Jitsu Armor difference – premium quality without the premium price tag. Because your focus should be on the roll, not your gear.
• •Email Subject: Elevate Your Training Without Breaking the Bank 🥋 Body: Hey [Customer Name], The mats are calling! At Jitsu Armor, we're passionate about equipping you with top-notch Jiu-Jitsu gear that supports your journey every step of the way. Discover our latest arrivals and unbeatable deals on brands you trust. Quality, Selection, Best Price – that's our promise to you.
• •Ad Copy (Short): Jitsu Armor: Gear Up for Your Jiu-Jitsu Journey. Quality. Selection. Value. Shop Now and Roll with the Best!