Brand Tone

inspirational, supportive, energetic, and relatable

Brand Values

• •Community
• •Empowerment
• •Authenticity
• •Accessibility
• •Results-Driven

Best Practices

• •Prioritize Community: Always use inclusive and encouraging language. Make the community the hero by regularly featuring user stories and testimonials to reinforce the feeling of a supportive network.
• •Speak Like a Supportive Friend: Maintain a balance between being an expert and being relatable. Acknowledge struggles and celebrate small wins. The tone should be conversational and empathetic, not clinical or preachy.
• •Focus on Feelings, Not Just Aesthetics: While results are important, frame them in terms of empowerment, confidence, and strength. The copy should reflect the brand's shift from the 'bikini body' ideal to a more holistic view of health.
• •Be Authentic and Transparent: Don't shy away from being real. Sharing personal anecdotes and being open about challenges helps to build a stronger, more trusting relationship with the audience.
• •Use Action-Oriented and Positive Language: Employ energetic and direct verbs that inspire action. The copy should be motivating and make the user feel capable of achieving their goals. Avoid overly complex jargon to ensure the message is clear and accessible.

Social Perception

Kayla Itsines is widely viewed as a leading authority in the fitness industry and a formidable businesswoman. Her followers perceive her as both inspirational and approachable. The brand is considered premium and effective, largely due to the vast social proof of user success stories. While the original 'Bikini Body Guide' name has drawn criticism for potentially promoting unrealistic body standards, Itsines has acknowledged this and shifted the brand's focus to be more about strength and confidence. More recently, she has faced some backlash for criticizing other fitness influencers for posting 'oversexualized' content, with some pointing to her own brand's origins.

Copy Examples

• •Headline: Feel the power in just 28 minutes! 🔥 Body: No gym? No problem! My new bodyweight blast is designed to leave you feeling strong, energized, and proud. It’s all about showing up for yourself. Let’s do this together! #SWEATcommunity #FitnessMotivation CTA: Ready to join me? Tap the link in my bio to start your 7-day free trial on the SWEAT app!
• •Headline: Remember that post-workout feeling? It’s time to get it back. Body: Life happens, but your strength is still there waiting for you. Rejoin the #SWEATcommunity and find a program that fits your life *right now*. We’ve missed you! CTA: Rediscover your strength. Your first month back is on us.
• •Subject: This is your weekly reminder: You are strong. Body: Hey [Name], just checking in to remind you that every workout, big or small, is a step forward. Don't focus on perfection, focus on progress. The entire SWEAT community is cheering you on. You've got this! CTA: Need a little extra push? Try one of my favorite quick workouts in the app today!
• •Headline: Your Journey. Your Strength. Your Community. Body: Join millions of women worldwide who are building confidence and transforming their lives with workouts that fit their goals. With programs from world-class female trainers, your best is yet to come. CTA: Start Your Free Trial
• •Text: A 28-minute workout is just 2% of your day. You have the time. You have the power. Let’s make it count. #SWEAT #Motivation