Brand Tone

Expert & Empowering

Brand Values

• •Quality & Efficacy
• •Holistic Health
• •Proactivity & Movement
• •Reliability

Best Practices

• •Always Bridge Rehab and Performance: In every piece of communication, strive to connect the concepts of recovery and strength. Frame rehabilitation not as a setback, but as a crucial phase of becoming stronger. This reinforces the brand's holistic value.
• •Lead with the "Why" (Empowerment), Support with the "How" (Expertise): Start your messaging with an empowering, benefit-driven statement (e.g., "Unleash your potential"). Then, follow up with the technical features or expert reasoning that makes it possible (e.g., "with our precision-engineered equipment").
• •Use Active, Not Passive, Language: The brand is "mvmnt." The copy should reflect this. Use strong verbs and an active voice. Instead of "pain can be managed by," write "Manage pain and move freely."
• •Tell the Rebranding Story: Consistently integrate the "Rehab.shop is now mvmnt.no" narrative. This is a powerful differentiator that builds a story of evolution and deeper understanding of customer needs. It shows the brand is not just a retailer but has a philosophy.
• •Create a Unified "Enemy": The brand's common enemy is not injury itself, but stagnation. All copy should position mvmnt.no as the partner in the fight against being static, whether that's due to pain, lack of motivation, or inadequate equipment. This creates a powerful, unifying message across all marketing channels.

Social Perception

Reliable and specialized equipment supplier. Customers perceive it as highly trustworthy for specific products, evidenced by high satisfaction scores. However, due to a minimal social media presence, the brand's broader public profile is limited, potentially missing opportunities to build community and fully shift perception from a niche 'rehab' store to a broader 'movement' lifestyle brand.

Copy Examples

• •From Recovery to Performance. The Gear That Powers Your Every Move.
• •The Foundation of Functional Strength. Engineered for stability and a secure grip, this is more than just a weight—it's a tool for building resilient, real-world power. Move with confidence.
• •Don't Let Pain Dictate Your Progress.
• •Yesterday's limit is today's warm-up. We celebrate the journey from rehab to new personal records. Whatever your movement, we've got your back. #mvmnt #FunctionalTraining #RehabToStrength
• •We started as Rehab.shop with a simple mission: to provide the best tools for recovery. But we realized that recovery is just one part of the journey. True wellness comes from movement. That's why we became mvmnt.no—to champion every squat, every stretch, and every step forward.