Brand Tone

Authoritative, Expert, Motivational, Inspiring, Direct, No-Nonsense, Community-Oriented, Supportive, Proudly New Zealand

Brand Values

• •Strength and Performance
• •Quality
• •Authenticity and Expertise
• •Community Support
• •Freshness and Potency
• •Resilience and Determination

Best Practices

• •Embrace the "Expert Motivator" Persona: All copy should sound like it's coming from a knowledgeable and encouraging coach who isn't afraid to be direct. Balance authority with genuine support.
• •Infuse New Zealand Pride Subtly (and Directly when appropriate): Mentioning "NZ Made," "Locally Sourced," or the "Kiwi" spirit reinforces identity and appeals to local and international customers who value authenticity.
• •Use Strong, Action-Oriented Verbs: Words like "smash," "dominate," "unleash," "forge," and "elevate" align with the strength and performance values.
• •Maintain a Slight Edge Where Appropriate: For specific products like Devil's Breath or when addressing a hardcore lifting audience, don't shy away from a more intense or challenging tone. However, ensure this doesn't alienate a broader audience interested in general strength.
• •Show, Don't Just Tell, Community and Support: Instead of just saying "we're supportive," use testimonials, highlight member achievements (as they do on social media), and invite interaction to foster that community feeling in written content.

Social Perception

Positive for product quality, Highly regarded gym environment, Seen as a serious brand for strength enthusiasts, Engaged online community, Strong New Zealand identity

Copy Examples

• •Headline: Stop Wishing. Start Lifting. Body: Your personal best is waiting. Kiwi Strength gear is built to get you there. No excuses, just results. #KiwiStrength #UnleashYourPotential
• •Headline: Devil's Breath: Not for the Faint of Heart. Body: Need a serious kick to smash that next PR? Our made-to-order smelling salts deliver unmatched potency. Wake up your senses. Dominate the iron. #DevilsBreath #MadeInNZ #NextLevelStrength
• •Headline: The Bar Doesn't Lie. Neither Do We. Body: Kiwi Strength equipment is forged from experience and built for battle. Trust by champions, made for your journey. What are you waiting for? #NZMade #StrengthGear #NoCompromises
• •Headline: Join the Kiwi Strength Whānau. Body: Whether you're chasing world records or your first full squat, our community and expert coaching will back you every step. Train with purpose. Train with us. [Link to gym/online coaching] #KiwiStrengthGym #PowerliftingNZ #StrongerTogether
• •Headline: Limits Are For Other People. Body: Daniel Rudolph founded Kiwi Strength on one principle: to push beyond what's "possible." Our gear, our coaching, our attitude – it’s all designed to help you redefine your limits. #KiwiStrength #BeRelentless #SmashGoals