Brand Tone

Aspirational & Quality-Conscious, Trendy & Youthful, Direct & Sales-Driven, Approachable & Developing, Confident

Brand Values

• •Quality & Comfort
• •Style & Fashion
• •Affordability/Value (during sales)
• •Functionality
• •Customer Connection (emerging)

Best Practices

• •Develop a Core Messaging Guide: Document key brand phrases (e.g., "luxury athleisure," "cloud-like softness"), a list of "do" and "don't" words, and the primary emotions you want to evoke. Share this with anyone creating content.
• •Embrace "Aspirational yet Accessible": Consistently use language that speaks to quality, luxury, and style, but ensure promotions and calls to action are clear, direct, and welcoming, especially during sales. Avoid overly technical jargon unless explaining specific fabric benefits.
• •Stay Authentic to the "Gym Girl" Vibe: Continue using relevant hashtags and engaging with trends on platforms like TikTok. Let the personality seen in the TikTok videos (e.g., Toren Felder's) infuse the written copy – be energetic, positive, and slightly playful.
• •Highlight Quality & Function in Harmony: Always tie the "luxury" and "style" aspects back to tangible benefits like "squat-proof," "moisture-wicking," "4-way stretch," and "softest fabric." This reinforces value beyond just aesthetics.
• •Review and Refine Regularly: As the brand grows, periodically review all customer-facing copy (website, social media, emails) to ensure it still aligns with the established tone and values. Solicit feedback and adapt as the market and your audience evolve. Ensure consistency between the "thesefbrand" and "thešéfbrand" styling if both are used.

Social Perception

Emerging Athleisure Brand, Value-Oriented (especially during promotions), Focused on Aesthetics and Comfort, Direct-to-Consumer Model

Copy Examples

• •Instagram Post (New Collection Launch): Elevate your every move. ✨ Introducing the [Collection Name] - where luxury meets performance. Feel the cloud-like softness, experience the flawless fit. Shop the collection now and redefine your comfort. #thesefbrand #LuxuryAthleisure #GymFashion #NewCollection #MustHave
• •TikTok Video Caption (Product Feature - Leggings): Squat proof? ✅ Softest ever? ✅ Style that turns heads? ✅ Our Paradigm Leggings are EVERYTHING. Grab yours before they’re gone! 😉 Link in bio for that $8 deal! 🛍️ #thesefbrand #GymLeggings #TikTokMadeMeBuyIt #FitnessMotivation #Sale
• •Website Banner (Homepage - when site is live): THE ŠÉF BRAND: Luxury Athleisure. Uncompromising Quality. Effortless Style. Discover Your New Favorite Fit.
• •Email Marketing (Sale Announcement): 🔥 IT'S ON! Our Spring Cleaning Sale is LIVE! 🔥 Luxury athleisure from $8? Yes, you read that right. High-quality gym sets, buttery-soft leggings, and chic bodysuits are waiting. This won't last – shop now! [Link to Website]
• •Product Description Snippet (for a new bra): Meet your second skin. The Pure Flex Bra offers weightless support and a breathable, nude feel, so you can conquer your day in ultimate comfort. Crafted for movement, designed for you. #thesefbrand #SportsBra #ComfortFirst #GymEssentials