Brand Tone

Inspirational, motivational, and empowering, using affirmative and energetic language, complemented by a supportive and informative approach.

Brand Values

• •Personal Motivation and Self-Improvement
• •Empowerment
• •Quality and Efficacy
• •Community and Inspiration

Best Practices

• •Lead with "You": Center the customer in the narrative. Frame copy around their goals, their challenges, and their potential. Use direct, second-person language ("you," "your") to make the message personal and empowering.
• •Use Action-Oriented Verbs: Employ strong, dynamic verbs like "discover," "unleash," "break," "transform," and "optimize." This aligns with the brand's energetic and motivational tone.
• •Incorporate the "Super Human" Mantra: Consistently weave in the core phrase "Discover the Super Human in you" or variations of it. This reinforces the central brand promise and creates a memorable tagline.
• •Balance Inspiration with Information: While the primary tone is motivational, it must be supported by clear, concise information about product benefits (e.g., "5g of BCAAs," "optimizes recovery"). This builds trust and proves the brand delivers on its inspirational promises.
• •Maintain a Positive and Affirming Voice: All communication, from ad copy to customer service responses, should be encouraging and positive. Avoid language that creates fear or inadequacy. The message should always be about rising to a challenge, not highlighting a flaw.

Social Perception

Effective and trusted, with products described as effective and recommendable for improving athletic performance and muscle growth. Associated with quality, natural ingredients, and easily accessible through various online retailers.

Copy Examples

• •Headline: Your next limit is waiting. Break it. Body: Introducing FUSION PRO, the protein that works as hard as you do. We combined pure whey isolate with digestive enzymes to optimize every second of your recovery. Don't just meet your goals—create new ones. Unlock your inner Super Human. Call to Action: Shop the link in bio and transform your training.
• •Headline: Fuel Your "I Can." Body: Every challenge you face is an opportunity to prove yourself right. Our supplements are engineered to help you do just that. Call to Action: Discover Your Potential.
• •Headline: The journey is yours. We're here to power it. Body: Starting your fitness path? It's all about believing you can. Our natural ingredient protein helps you recover faster and feel stronger, one workout at a time. Welcome to the Super Human family. Call to Action: Learn More.
• •Subject: Ready to Overcome? Body: We believe no mountain is too high, no ocean too deep. This week, we challenge you to push past your comfort zone. To help you get there, all our creatine and collagen products are 20% off. It's time to discover the Super Human in you. Call to Action: Claim Your Offer.
• •(Scene: Person successfully finishes a tough workout set) On-screen text: The voice that says "I can't"? (Scene: Person drinks a Super Human shake and smiles confidently) On-screen text: Make it listen. Caption: Fuel your inner Super Human. #FitnessMotivation #SuperHuman #YoPuedo