Brand Tone

Inspirational, personal, community-focused, authentic, relatable, motivational, direct, and benefit-oriented.

Brand Values

• •Dedication
• •Performance
• •Family

Best Practices

• •Lead with the 'Why': Every piece of copy should connect back to the core values of Dedication, Performance, and especially Family. Start with the emotional connection to running before detailing product features.
• •Use Storytelling: Share the stories of the founder, ambassadors, and customers. This reinforces the "family" and "community" aspect and makes the brand more relatable than faceless corporations.
• •Maintain an Inspirational and Encouraging Voice: The tone should always be positive and motivational. Use language that empowers runners and makes them feel part of a supportive community.
• •Emphasize "We" and "You": Use inclusive language. "We" refers to the entire Runners Empire family, and "you" should be addressed directly, making the runner the hero of their own journey.
• •Be Authentic and Personal: Continue to leverage the founder's story and a personal tone. Avoid overly corporate or generic marketing-speak. This authenticity is a key differentiator for the brand.

Social Perception

A grassroots, purpose-driven company that contrasts with larger corporate brands. It fosters an underdog perception due to the founder's personal story of struggle and perseverance, appealing to customers seeking authenticity. The brand is perceived as a platform for runners' stories, celebrating individual accomplishments rather than just pushing products.

Copy Examples

• •Engineered for your toughest training days and designed with our signature buttery-soft fabric. The new [Product Name] isn't just gear; it's a testament to your dedication. Ready for every mile, every challenge. #RunnersEmpire #BuiltOnDedication
• •Runners Empire was born from a simple idea: to bring the incredible bond of a cross-country team to every runner. We are more than a brand; we are a family. United by three pillars—Dedication, Performance, and Family—we strive to create a community where every story matters and every achievement is celebrated. When you wear our logo, you're part of the Empire.
• •It's more than a run. It's the early mornings, the pushing through the pain, the shared miles. It's the family you build along the way. Thank you for being a part of our Empire. Here’s to the many miles ahead and the goals we'll crush together.
• •Feel the difference with our Performance Tee. Crafted for optimal performance and comfort, its lightweight and breathable fabric moves with you. But it's more than just a shirt—it's a symbol of your commitment to the sport and your place in the running family. #Performance
• •Ready to inspire? We're looking for runners who embody the spirit of Dedication, Performance, and Family to join the Empire. We want to share your journey, celebrate your victories, and grow our worldwide running family. Tell us your story and why you want to represent the Empire.