Brand Tone

Aspirational, proud, unifying, authentic, empowering, and luxurious.

Brand Values

• •Pride and Unity
• •Quality
• •Ambition and Growth
• •Authenticity
• •Inclusivity

Best Practices

• •Lead with the Mission: Every piece of copy should connect back to the core values of pride, unity, and ambition. The "why" behind the brand is its strongest asset.
• •Speak Inclusively: Use language that reinforces the "we are all one" message. Address the community as a whole and celebrate its diversity in both words and imagery.
• •Emphasize Quality: Consistently mention the superior materials and printing process (DTG, ultra-cotton). This justifies the "luxury" positioning and reinforces the value of quality over quantity.
• •Use Empowering Language: Words like "ambition," "growth," "determination," "pride," and "unity" should be staples in the brand's vocabulary. Frame the clothing as a tool for personal and collective empowerment.
• •Show, Don't Just Tell: Feature real people from the community in marketing materials. Share their stories (with permission) to bring the brand's values of ambition and growth to life, creating authentic social proof.

Social Perception

A premium, community-focused lifestyle brand seen as a positive force for unity, pride, and ambition, uplifting a community and symbolizing belief in a brighter future.

Copy Examples

• •This isn't just a tee. It's a statement. Woven with pride, printed with purpose. Wear the ambition of our city. #RealRichmond #Unity
• •Defined by you. Inspired by Richmond. This is more than apparel. This is a movement of pride, unity, and growth. Discover the quality you deserve.
• •Growth in motion. @[username] showing what Real Richmond is all about: determination and ambition. Tag us in your journey. #RealRichmondLLC
• •Richmond, this is for us. A brand that stands for our treasure, our greatness. No sides, no judgment, just unity. Shop the collection that represents the real us.
• •Crafted for the determined. Our classic hoodie isn't just about comfort—it's about the quality you represent. Made from premium ultra-cotton, it's a symbol of the strength in our unity. Wear it with pride.