Brand Tone

Professional & Authoritative, Respectful & Disciplined, Supportive & Familial, Dedicated & Passionate, Encouraging & Humble

Brand Values

• •Excellence & Expertise
• •Discipline
• •Respect
• •Integrity
• •Family & Community
• •Hard Work & Dedication
• •Continuous Learning & Growth

Best Practices

• •Emphasize Expertise with Humility: Always highlight Otavio Sousa's world champion status and the high level of instruction, but balance it with messages of inclusivity, community, and support for all students, regardless of their starting point.
• •Incorporate Core Values Consistently: Weave words like "discipline," "respect," "integrity," "family," "community," "dedication," and "hard work" naturally into website copy, social media posts, and advertisements.
• •Show, Don't Just Tell, the "Family" Aspect: Use visuals and testimonials (with permission) that showcase the diverse community, including kids, adults, men, and women, all training and supporting each other.
• •Maintain a Respectful and Professional Voice: Even when being encouraging or motivational, the language should always reflect the inherent respect and discipline of martial arts. Avoid overly casual slang or a tone that undermines the seriousness of the training.
• •Focus on the Journey and Personal Growth: Frame BJJ not just as a sport or self-defense system, but as a path to personal development, confidence-building, and improved mental and physical well-being, reinforcing the "lifestyle" aspect often mentioned.

Social Perception

Highly Respected Lineage, Authentic BJJ Experience, Positive & Welcoming for All, Focus on Technical Skill. The main challenge in social perception is the name "OG Training Academy" being used by other, more fitness-oriented gyms (like the one in Lindenhurst, NY), which might cause initial confusion for those searching online. However, the direct website and Instagram clearly define this specific academy's BJJ focus.

Copy Examples

• •Headline: World Champion Lineage, Family Atmosphere. Your BJJ Journey Starts at OG Training Academy. Body: Learn authentic Brazilian Jiu-Jitsu from 3x World Champion Otavio Sousa. We build champions on and off the mat, fostering discipline, respect, and a supportive community for all ages and skill levels. Join the OG family.
• •Headline: More Than a Martial Art. It's a Way of Life. Body: At OG Training Academy, we live and breathe Jiu-Jitsu. Discover the discipline, build unshakable confidence, and become part of a dedicated community led by world-class instructor Otavio Sousa. Unleash your potential.
• •Headline: Discipline. Respect. Integrity. Family. The Pillars of OG Training Academy. Body: Under the guidance of BJJ legend Otavio Sousa, cultivate not only elite grappling skills but also the core values that extend beyond the mats. From kids to adults, beginners to competitors – find your strength with us.
• •Headline: Train with Purpose. Learn from the Best. Belong to the OG Community. Body: OG Training Academy offers unparalleled Brazilian Jiu-Jitsu instruction in a supportive, family-oriented environment. Master the gentle art with Professor Otavio Sousa and discover the champion within you.
• •Headline: Forge Your Path in Brazilian Jiu-Jitsu. Body: Whether you're taking your first step or aiming for the podium, OG Training Academy, under World Champion Otavio Sousa, provides the expert guidance and dedicated community you need to achieve your BJJ goals. Oss!