Brand Tone

Empowering, knowledgeable, realistic, and supportive. Accessible, often humorous, and "badassy". Direct and informative.

Brand Values

• •Holistic Health: The Vertue Method integrates physical strength (resistance training), flexibility (yoga), and mental well-being (meditation).
• •Education and Understanding: Empowering users by explaining the "why" behind the methods, not just the "how."
• •Sustainability and Consistency: Promoting a lifestyle approach to fitness rather than quick fixes.
• •Authenticity and Realism: Acknowledging the realities of training (e.g., sweating, imperfection) and discouraging a focus on purely aesthetic, often unattainable, goals.
• •Self-Worth and Self-Love: Encouraging exercise and healthy habits based on self-respect rather than external validation.
• •Community: Fostering a supportive and connected community ("Vertue Crew").
• •Mindfulness: Integrating mindful approaches to exercise and daily life.
• •Functionality and Skill-Building: Focusing on what the body can *do* and building skills, rather than solely on appearance.

Best Practices

• •Embrace Authenticity: Speak directly and honestly. Acknowledge the effort involved in fitness but also the joy and empowerment it brings. Avoid overly polished or unrealistic language.
• •Educate and Empower: Frame copy around the "why" not just the "what." Explain the benefits of the methods clearly and concisely, positioning the user as capable of understanding and implementing them.
• •Focus on Holistic Well-being: Consistently integrate the three pillars: strength, flexibility/mobility, and mental well-being (mindfulness/meditation) in your messaging.
• •Use Inclusive and Supportive Language: Foster a sense of community. Address common struggles or doubts with empathy and encouragement.
• •Maintain a Confident and Knowledgeable, yet Approachable, Voice: Reflect Shona Vertue's expertise and "badass" vibe while remaining relatable and avoiding overly technical jargon where possible.

Social Perception

Customers and the public generally perceive the Vertue Method and Shona Vertue very positively. Reviews frequently highlight the effectiveness of the programs in achieving visible results, increased strength, and improved mobility. Shona Vertue is seen as a knowledgeable, supportive, and motivating instructor who provides clear explanations and encourages a healthy relationship with exercise and body image. The community aspect (Vertue Crew) is valued for its support. Her approach is considered realistic, sustainable, and a refreshing change from fitness trends focused solely on aesthetics.

Copy Examples

• •Stop chasing 'perfect.' Start building *your* strongest, most resilient body and mind. The Vertue Method shows you how – no quick fixes, just real, sustainable strength from the inside out.
• •More than just a workout. The Vertue Method is your education in movement, mindfulness, and feeling damn good in your own skin. Ready to understand your body like never before?
• •Forget 'beach body ready.' Let's talk life-ready. Our blend of strength, yoga, and meditation builds a body that can do amazing things and a mind that believes it. Join the Vertue Crew.
• •Sweat? Yes. Perfect poses every time? Not always. Real progress and a healthier relationship with your body? Absolutely. That's the Vertue Method. Let's get real.
• •Uplift your butt *and* your soul. The Vertue Method isn't just about looking good (though that's a nice perk!). It's about feeling empowered, capable, and truly nourishing yourself – mind, body, and spirit.