Brand Tone

Direct, Assertive, Inspirational, Community-Oriented (Tribe), Slightly Edgy/Intense

Brand Values

• •Growth
• •Discipline
• •Identity
• •Strength (Mental & Physical)
• •Resilience/Overcoming Discomfort
• •Quality & Performance

Best Practices

• •Emphasize Growth and Discipline: Highlight how the apparel supports personal development and achieving goals.
• •Showcase Identity and Strength: Connect the clothing with the wearer's mindset and inner resilience.
• •Focus on Quality and Performance: Detail the premium materials and how they enhance workouts.
• •Use Direct and Assertive Language: Incorporate commands and strong statements to inspire action.
• •Share the 'Why': Instead of just describing products, explain how they embody the brand's values and the customer's journey.

Social Perception

Aim for: A brand that is positively perceived by its customers, fostering a sense of community and motivation. Address skepticism by highlighting quality and transparency, while reinforcing the brand's core values of growth, discipline, and resilience.

Copy Examples

• •Built To Grow: Apparel designed to push your limits.
• •Discipline Equals Freedom: Gear up and own your journey.
• •Face the Discomfort: Nothing grows in comfort. Embrace the challenge.
• •Join the GYMU Mentality: More than a brand, it's a movement.
• •The iron doesn't forgive: Every drop of sweat, every moment of pain — that's where strength is forged.