Brand Tone

Professional and Authoritative, Passionate and Enthusiastic, Quality-Focused and Reliable, Aspirational and Empowering, Direct and No-Nonsense

Brand Values

• •Quality & Durability
• •Performance & Reliability
• •Craftsmanship & Heritage
• •Authenticity ("By Fighters, For Fighters")
• •Excellence & Respect for the Sport
• •Innovation & Continuous Improvement
• •Customer Satisfaction

Best Practices

• •Emphasize "By Fighters, For Fighters": Consistently weave this core message into copy to reinforce authenticity and expertise. This builds trust and speaks directly to the target audience.
• •Highlight Quality and Durability: Use strong adjectives and specific examples (if possible, without being overly technical) to convey the superior construction and longevity of the products.
• •Maintain a Confident and Slightly Edgy Tone: Reflect the passion and intensity of MMA. Use active voice and strong verbs. While professional, allow for an undercurrent of grit and determination. (e.g., "It's the fight in the dog.")
• •Focus on Performance and Reliability: Explain how the gear helps fighters train better and perform at their best. Connect product features to tangible benefits for the athlete.
• •Incorporate the "No-Nonsense" & "Excellence" Aspects: Position the brand as a straightforward, high-value choice for those serious about their training and the sport. Avoid gimmicky language and focus on the tangible benefits and the brand's commitment to fostering excellence.

Social Perception

Highly Regarded for Quality, Trusted by Professionals and Enthusiasts, Good Value for Money, Proudly South African (for some), Reliable and Customer-Focused

Copy Examples

• •Headline: Forge Your Legacy. Fight with Ligum. Body: Your dedication deserves gear that meets the challenge. Engineered by fighters, for fighters, Ligum delivers unparalleled quality and performance, every round. Experience the difference tradition, innovation, and a relentless pursuit of excellence make. #LigumFightGear #MasterYourDiscipline
• •Headline: Tested in the Cage. Proven by Warriors. Body: Don't settle for less. Ligum Fight Gear is born from real-world combat experience. Every stitch, every panel, every piece of equipment is designed and rigorously tested by professional MMA athletes to ensure it withstands your toughest battles. Train harder, fight stronger.
• •Headline: Quality That Speaks Volumes. Performance That Shouts Victory. Body: We don't do fads. We do enduring quality. Ligum combines generations of craftsmanship with cutting-edge technology to create fight gear that not only lasts but elevates your performance. Feel the Ligum difference.
• •Headline: The No-Nonsense Choice for Serious Fighters. Body: You demand the best from yourself. Demand the best from your gear. Ligum Fight Gear offers premium, competition-grade equipment you can rely on, without the hype. Just pure, unadulterated performance.
• •Headline: From Our Heritage to Your Hands: Uncompromising Fight Gear. Body: With roots in 18th-century craftsmanship, Ligum Fight Gear blends timeless skill with modern innovation. Equip yourself with gear built on a legacy of quality and a passion for the fight. #ByFightersForFighters