Brand Tone

motivational, aspirational, and empowering

Brand Values

• •Community
• •Performance and Motivation
• •Authenticity and Resilience
• •Innovation
• •Sustainability

Best Practices

• •Use a Power Word Lexicon: Create and consistently use a list of words that reflect the brand's motivational and empowering tone (e.g., dominate, relentless, conquer, breakthrough, power, legacy, elevate).
• •Speak Directly to the "Underdog": Frame messages in a way that acknowledges struggle as a part of the journey to greatness, resonating with the target audience's aspirational mindset.
• •Maintain Visual and Textual Harmony: Ensure that the powerful and intense language is always paired with high-quality, dynamic imagery that reflects the same energy and focus.
• •Community-Centric Language: Use inclusive yet aspirational language ("we," "us," "the community") to foster a sense of belonging among customers.
• •Focus on Transformation, Not Just Products: The copy should consistently emphasize the lifestyle and the personal transformation that the apparel facilitates, rather than just its technical features. The product is a tool for the customer's journey.

Social Perception

The public and customer perception of VIVALAALPHA is that of a niche, high-intensity fitness brand. The brand is likely perceived as being for serious athletes or those highly dedicated to a fitness lifestyle. The consistent visual branding and messaging across platforms help to solidify this image. The use of "alpha" in the name and the focus on "dominating" could be perceived as masculine-leaning, although they offer both men's and women's apparel. The brand's identity is strongly tied to the concept of being part of an exclusive, driven group.

Copy Examples

• •Engineered for the relentless. The new [Product Name] isn't just made for your workout; it's made for your breakthrough. Stop training. Start dominating.
• •They see sweat. You see progress. Pain is temporary, but your legacy is forever. #VIVALAALPHA #LiveStronger
• •Average is a mindset. Break free from it. Our performance gear is crafted for the few who dare to push beyond the limits. Are you one of them? Shop the collection now.
• •Your Goals Are Calling. We've Got Your Gear.
• •More Than a Brand. It's a Lifestyle. Welcome to the VIVALAALPHA community, where we build stronger selves, together.