Brand Tone

Empowering, Motivational, Supportive, Understanding, Functional, Quality-Focused, Community-Oriented, Direct and Action-Oriented.

Brand Values

• •Self-Motivation/DIY Fitness: Encouraging fitness without reliance on trainers or gym memberships.
• •Functionality and Style: Providing sportswear that performs well and looks good.
• •Community and Empowerment: Inspire a culture of mutual empowerment by celebrating achievements, big and small.

Best Practices

• •Emphasize Quality & Functionality Authentically: When highlighting product features like "innovative fabrics" or "stylish cuts," connect them directly to the benefit for the active, busy individual (e.g., "keeps you dry during intense workouts," "moves with you through every stretch").
• •Build Towards Community: Even if the external community is still developing, use inclusive language ("join us," "our community," "together we can") to foster a sense of belonging and shared goals, aligning with the brand's stated aim.
• •Showcase customer success stories and testimonials. Highlight how the brand's products have enabled individuals to achieve their fitness goals.
• •Use clear and direct language that conveys the message efficiently.
• •Incorporate visual elements to highlight diversity and inclusivity

Social Perception

Customers perceive the brand positively, highlighting comfort, functionality (moisture-wicking, durability), style, and inclusivity in sizing.

Copy Examples

• •Take charge of your fitness journey.
• •Embracing the power of self-motivation.
• •Unlocking your true potential with Ascendia Store.
• •Shop the collection and empower your journey.
• •Innovative fabrics that enhance performance, stylish cuts, durability, and sweat-wicking fabric.