Brand Tone

aspirational, motivational, authentic, and expert-driven. Approachable and family-oriented

Brand Values

• •Strength & Performance
• •Hard Work & Dedication
• •Authenticity & Integrity
• •Community & Support
• •Resilience & Overcoming Adversity
• •Family
• •Continuous Improvement/Being the Best Version of Yourself
• •Giving Back

Best Practices

• •Embody "Be Great": Ensure all copy carries an undercurrent of aspiration and encourages users to strive for their personal best.
• •Speak from Experience (Authenticity): Leverage Brian Shaw's journey and expertise. Use phrases that reflect his direct involvement and understanding of a strength athlete's needs.
• •Motivational & Empowering Language: Use strong verbs and positive framing. Focus on overcoming challenges, achieving goals, and the journey of improvement rather than just the end result.
• •Maintain a Respectful & Inclusive Voice: While focused on elite strength, ensure the tone is welcoming to anyone on their fitness journey. Acknowledge the hard work involved at all levels and celebrate progress.
• •Keep it Direct and Honest: Avoid excessive hype or unsubstantiated claims. The brand's credibility is built on Brian Shaw's genuine achievements and knowledge.

Social Perception

Shaw Strength products are perceived as high-quality, durable, and effective for strength training. Brian Shaw is widely regarded as one of the greatest strongmen of all time and an inspirational figure. The Shaw Classic event is seen as a positive contribution to the sport of strongman. The brand is seen as a legitimate and serious player in the strength apparel and supplement market, directly reflecting Brian Shaw's own image.

Copy Examples

• •Headline: Unleash Your Inner Titan. Body: You're built for more. Shaw Strength gear isn't just apparel; it's armor for your ambition. Designed by 4x World's Strongest Man Brian Shaw, every stitch is infused with the dedication it takes to dominate. What are you building today? #BeGreat #ShawStrength
• •Headline: Fuel Your Greatness. Body: Don't just train. Evolve. Our Undefined Nutrition line, including the "Greatness" pre-workout, is engineered for those who demand peak performance. No hype, just the scientifically-backed fuel Brian Shaw trusts to push beyond limits. Elevate your strength.
• •Headline: More Than Muscle. It's Mindset. Body: The journey to your strongest self starts between your ears. The Shaw Strength Podcast and Shaw Elite App bring you insights from Brian Shaw on building unshakeable mental fortitude alongside physical power. Join a community dedicated to relentless improvement.
• •Headline: Built By Shaw. Proven By You. Body: From record-breaking lifts to the everyday grind, Shaw Strength apparel and supportive gear are crafted for durability and performance. We know what it takes because we live it. Sizes up to 5XL, because strength comes in all forms.
• •Headline: The Legacy of Strength Continues. Body: Inspired by a lifetime of pushing boundaries, Shaw Strength is more than a brand – it's a commitment to helping you discover your own potential. Every product, every piece of advice, comes from a place of genuine experience. Join us, and let's build something powerful together. #ShawStrengthFamily