Brand Tone

Empowering, inspirational, supportive, friendly, approachable, bold, motivational, personal, and authentic.

Brand Values

• •Strength & Resilience
• •Community & Sisterhood
• •Authenticity & Self-Love
• •Empowerment
• •Positivity

Best Practices

• •Speak from the "We" and "You" Perspective: Use "we" to represent the collective Angel Warrior community and "you" to speak directly to the individual customer. This fosters a sense of both belonging and personal connection.
• •Lead with Empowerment, Follow with Product: Frame the copy around a motivational or empowering message first, then introduce the product as the tool that helps achieve that feeling or goal. The "why" (empowerment) is more important than the "what" (apparel).
• •Embrace the "Warrior" Metaphor: Consistently use language related to strength, battle, armor, and resilience. Words like "unleash," "conquer," "armor," "shield," "tribe," and "fierce" will reinforce the brand's core identity.
• •Maintain Authenticity Through the Founder's Voice: Continue to channel the voice of Lisa Marie. Share personal anecdotes, struggles, and triumphs. This authenticity is the brand's biggest asset and prevents the copy from feeling like generic corporate marketing.
• •Always End with a Call to Action or Engagement: Every piece of copy should guide the reader. Whether it's "Shop Now," "Join the Community," "Share Your Story," or "What are you conquering today?", prompt your audience to interact. This builds an active, not passive, following.

Social Perception

Perceived as a founder-led, community-focused lifestyle brand. It is seen as authentic, inspirational, community-centric, and provides a positive and safe space for women.

Copy Examples

• •Unleash Your Inner Warrior. This isn't just a sports bra. It's your armor. Designed to support you through the toughest workouts and remind you of the strength you hold within. Ready to fight for your goals? Tap to shop the new Warrior Collection. #AngelWarriorFitness #WearYourStrength
• •Find Your Tribe. Find Your Strength. At Angel Warrior Fitness, we believe that we are stronger together. Join a community of thousands of women who lift each other up, celebrate every victory, and push each other to be better. This is more than fitness. This is a sisterhood. Click "Learn More" to join our free Facebook group! #AngelWarriorTribe #StrongerTogether
• •From Setbacks to Strengths. Our journey began with a simple belief: every woman has a warrior inside her. Our apparel is designed to be with you for every step of your transformation. Feel confident, feel powerful, feel you. Welcome to Angel Warrior Fitness.
• •This week, we're conquering comfort zones. Hi Warrior, Feeling stuck? It's time to break through. This week on the blog, Lisa Marie shares her top 3 tips for shattering your limits and rediscovering your fire. Plus, check out our new 'Unstoppable' leggings—engineered for when you decide to go all in. #WarriorMindset
• •Fuel Your Fight. Your workout is only half the battle. Power your body and soul with routines and recipes that build you up. Discover more on the Angel Warrior Fitness blog. #FitnessMotivation #HealthyHabits #AngelWarrior