Brand Tone

Proud & Respectful, Community-Focused & Inclusive, Inspirational & Empowering, Quality-Driven & Performance-Oriented, Dedicated & Passionate

Brand Values

• •Brotherhood/Sisterhood
• •Integrity
• •Development
• •Legacy & Tradition
• •Excellence
• •Loyalty
• •Jiu-Jitsu for Everyone

Best Practices

• •Emphasize "We," Not Just "You": Continuously reinforce the sense of community and shared identity. Use collective pronouns and language that speaks to belonging (e.g., "our team," "our legacy," "join our family").
• •Incorporate Core Values Naturally: Weave terms like "brotherhood," "integrity," "development," and "legacy" into product descriptions, social media posts, and "About Us" sections. Don't just list them; show how the products and the brand embody them.
• •Speak with Respect and Authority: Reflect the discipline and tradition of BJJ. The tone should be confident and knowledgeable, built on the rich history of Gracie Barra.
• •Use Inspirational and Aspirational Language: Focus on personal growth, achievement, and the positive impact of Jiu-Jitsu. Motivate practitioners at all levels of their journey.
• •Maintain Visual Consistency: Ensure that the visual elements (photography, color schemes like the prominent "Red Shield") on the website and social media align with and reinforce the written tone – show the community, the dedication, and the quality.

Social Perception

Strongly Tied to Gracie Barra Identity, Symbol of Quality and Tradition, Seen as a Requirement, Community Builder, Mixed Views on Exclusivity

Copy Examples

• •Headline: Wear the Legacy. Live the Brotherhood. Body: More than just a gi, it's a symbol of your commitment, your strength, and your family. The official GB Wear kimono – crafted for warriors, by warriors. Join the Red Shield. (Tone: Proud, Community-Focused, Inspirational)
• •Headline: Engineered for Your Evolution. Body: From your first roll to your black belt journey, GB Wear is designed to perform. Experience the difference quality materials and a legacy of excellence make on the mats. #JiuJitsuForEveryone (Tone: Quality-Driven, Developmental, Inclusive)
• •Headline: The Red Shield Unites Us. Body: Across continents and cultures, the Gracie Barra Red Shield is a beacon of respect, integrity, and shared passion. Our apparel is your connection to a global family dedicated to the gentle art. Feel the strength of community. (Tone: Community-Focused, Respectful, Global)
• •Headline: Beyond the Mat: The Spirit of GB. Body: Carry the values of Gracie Barra with you, wherever life takes you. Our lifestyle apparel blends comfort, style, and the unbreakable spirit of Jiu-Jitsu. Show your pride. (Tone: Inspirational, Lifestyle-Oriented, Proud)
• •Headline: Built on Tradition. Designed for Today’s Fighter. Body: Honoring the deep roots of Gracie Barra, our gear integrates timeless principles with modern performance. Train with integrity, fight with heart. Equip yourself with GB Wear. (Tone: Respectful, Quality-Driven, Empowering)