Brand Tone

Authentic, Passionate, Community-Oriented, Humorous, Relatable, Motivational, Supportive, Approachable, Casual

Brand Values

• •Passion for Jiu-Jitsu
• •Community
• •Authenticity
• •Resilience & Dedication
• •Inclusivity
• •Quality & Customer Service

Best Practices

• •Always circle back to the core of BJJ culture and the brand's origin story. Use terminology and references that resonate deeply with practitioners.
• •Write in a conversational, friendly, and sometimes humorous tone, as if you're talking to a fellow BJJ enthusiast at the gym. Avoid overly corporate or generic language.
• •Acknowledge the dedication, challenges, and rewards of Jiu-Jitsu. Your copy should inspire and validate the practitioner's journey.
• •Use inclusive language. Highlight customer stories, sponsored athletes, and the broader BJJ community. Make your audience feel like they are part of something bigger.
• •While BJJ has its common sayings, strive for fresh ways to express the passion and humor of the art, reflecting the brand's aim for 'one-of-a-kind designs.' If using a common phrase, add a unique Top Mount twist.

Social Perception

Positive, Respected within the BJJ Niche, Engaging, Supportive

Copy Examples

• •Flow like water, sting like a… well, you know. Our new [Rashguard Name] is built for those relentless rounds and inspired by the journey. Durable, comfortable, and 100% Jiu-Jitsu. Oss!
• •Another week, another chance to grind. Remember why you started. Every tap is a lesson, every roll is progress. Keep showing up. We see you. #TopMountTribe #BJJLife #KeepShowingUp
• •Hey [Customer Name], survived another week of chokes and 'mat-cne'? 😉 You deserve a treat. Grab 15% off all tees this weekend and wear your BJJ pride on (and off) the mats. Because the lifestyle doesn't stop when you leave the dojo. Shop Now!
• •We're more than just apparel; we're a celebration of the Jiu-Jitsu journey – the triumphs, the face-plants, the 'wait, what just happened?' moments. Founded by a BJJ black belt, we get it. That's why our gear is designed by the community, for the community.
• •White belt warrior? Heck yeah! That belt is a badge of courage. It means you show up, you learn, you get smashed, and you come back for more. This one's for you – wear that pride! #WhiteBeltAndProud #BJJJourney