Brand Tone

Encouraging & Aspirational (but accessible), Practical & No-Nonsense, Confident & Understated, Community-Oriented & Friendly, Youthful & Laid-back

Brand Values

• •Versatility
• •Quality & Durability
• •Timeless Style
• •Functionality
• •Community
• •Sustainability (emerging)
• •Value
• •Fresh Perspective on Fitness

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., encouraging, practical, understated), provide examples of "do's and don'ts," and list preferred terminology. This ensures everyone creating content is on the same page.
• •Focus on "Versatility" and "Journey": Consistently weave in themes of multi-functionality (from gym to street) and the idea of fitness/activity as a continuous, enjoyable part of life, rather than an extreme or temporary pursuit.
• •Highlight Quality & Durability Subtly: Instead of just saying "high quality," explain *how* (e.g., "cutting-edge fabrics," "functional details," "timeless styles," "5-year guarantee"). This reinforces the value without being overly boastful.
• •Speak to the Customer as an Informed Peer: Use clear, straightforward language. Avoid overly technical jargon unless explained, and steer clear of hype or overly aggressive sales language. The tone should feel like a knowledgeable friend making a recommendation.
• •Emphasize Community and Lifestyle: Incorporate user-generated content (with permission), share stories, and use inclusive language that invites people into the "Myles way of life." Phrases like "Move Well & Move Often" can be a recurring tagline.

Social Perception

Positive for Quality and Versatility, Appreciation for Understated Style, Good Value for Premium Product, Emerging Recognition for Sustainability Efforts, Concerns about Customer Service/Stock (Recent), Seen as an alternative to mainstream activewear

Copy Examples

• •Headline: From Your Morning Run to Your Evening Out. Myles Keeps Up. Body: Life doesn’t slow down, and neither should your gear. Our [Product Name, e.g., Everyday Short] is engineered for all-day comfort and performance, wherever your day takes you. Durable, stylish, and always ready. Tone: Practical, Confident
• •Headline: Built for the Journey. Not Just the Reps. Body: We believe in active living that fits *your* life. That’s why our apparel is designed with timeless style and lasting quality, supporting every move you make – in the gym, on the trail, or around town. #MoveWellMoveOften Tone: Encouraging, Community-Oriented
• •Headline: Quality You Can Feel. Style That Lasts. Body: Forget fast fashion. Invest in better basics that are built to endure. The [Product Name, e.g., Momentum Tee] combines cutting-edge fabric technology with a classic look, so you’re always comfortable and confident. Plus, it's backed by our 5-year guarantee. Tone: Confident, No-Nonsense
• •Headline: Your Go-To Gear, Simplified. Body: Tired of clothes that only serve one purpose? Myles Apparel bridges the gap. Experience the ultimate in versatile activewear that’s as ready for a workout as it is for your weekend. Effortless style, maximum utility. Tone: Practical, Youthful
• •Headline: More Than Just Apparel. It's a Commitment. Body: To better movement, to lasting quality, and to a healthier planet. Join the Myles community and discover apparel that supports your active life while making a conscious choice. Explore our story and our #ExtraMyles recycling program. Tone: Aspirational, Community-Oriented, Values-Driven