Brand Tone

motivational, energetic, empowering, direct, challenging, encouraging, and approachable

Brand Values

• •Discipline and Goal Achievement
• •Strength Through Challenge
• •Self-Expression and Motivation
• •Hard Work and Efficacy

Best Practices

• •Use Action-Oriented Language: Start sentences with strong verbs and use dynamic, energetic words. Focus on movement, effort, and achievement rather than passive benefits.
• •Embrace the "Tough Love" Approach: Be direct, challenging, and motivational. Acknowledge the difficulty of the workouts but frame it as a positive path to strength and confidence. Avoid overly soft or gentle language.
• •Speak Directly to the User: Use "you" and "your" to make the copy feel personal and directly engaging. Create a sense of a one-on-one coaching relationship, mirroring the founder's personal touch.
• •Anchor Copy in Core Values: Consistently weave in the brand's key phrases and values like "action over excuses," "strength through struggle," and the importance of setting and achieving goals.
• •Maintain a Personal Founder's Voice: Continue to leverage Kika Coccia's personal story and voice. Occasional messages or sign-offs from her will reinforce the brand's authenticity and personal connection with its community.

Social Perception

K-FORMA is perceived as a highly effective, challenging, credible, and motivating fitness platform that delivers tangible results and demanding, rewarding workouts.

Copy Examples

• •New month, new challenge. Think you have what it takes? We’re turning up the heat with 20 days of power-packed Pilates designed to sculpt, strengthen, and make you sweat. No excuses. Just results. Let's move.
• •That moment the burn kicks in? That’s not your limit. It’s the start of your strength. Lean into it. Our latest Barre series is live. #ActionOverExcuses #KForma
• •Welcome to K-FORMA. You're here because you're ready for a change. Ready to challenge your body, focus your mind, and prove to yourself that you can do this. Remember, dreams don't work unless you do. Your first workout is waiting.
• •Amplify the burn. Our resistance bands aren’t just accessories; they’re a statement. Designed for those who aren’t afraid to work for it. Feel every muscle engage. See the definition you’ve earned. This is how you build strength.
• •For the mamas who do it all, this one's for you. Reconnect with your core and rebuild your strength with our fiery, postnatal-friendly challenge. 15 minutes a day is all it takes to feel powerful in your body again. You’ve got this.