Brand Tone

empowering, supportive, and conscious. It's friendly and approachable, using inclusive language like "tribe" and "Everyday Warrior" to foster a sense of belonging. The communication is also educational, particularly when discussing the benefits of sustainable fashion and the quality of their materials. There's a layer of aspirational and premium messaging, positioning the brand as a luxury, high-quality choice that is "Built to Perform and #MadeToEmpower."

Brand Values

• •Sustainability
• •Empowerment
• •Community
• •Humility & Transparency
• •Quality & Multifunctionality

Best Practices

• •Embrace the "Everyday Warrior" Persona: All copy, from product descriptions to social media captions, should speak to the inner strength and resilience of the customer, celebrating her daily efforts and achievements.
• •Lead with Values: Weave the core values of sustainability, empowerment, and community into all narratives. Instead of just selling leggings, sell the confidence they inspire and the sustainable choice they represent.
• •Use Inclusive and Supportive Language: Employ terms like "tribe," "sisterhood," "community," and "we" to foster a sense of belonging. The tone should always be encouraging and welcoming, never exclusive or judgmental.
• •Balance Aspiration with Authenticity: While the brand is premium, the voice should remain grounded and honest. Share behind-the-scenes content, founder stories, and even the challenges of running a sustainable business to build trust and relatability.
• •Educate and Inspire: Use copywriting as a tool to inform customers about the benefits of sustainable materials, the importance of local manufacturing, and wellness topics. This positions the brand as a knowledgeable and trusted resource, not just a retailer.

Social Perception

YANA Active is perceived as a premium, ethical, and community-oriented activewear brand. The consistent messaging around UK manufacturing and sustainability resonates positively, earning them industry awards and features in reputable publications. They are seen as more than just a clothing brand, but as a movement that encourages wellness, female solidarity, and conscious consumerism. The founders' personal involvement and story add an authentic and relatable dimension to the brand. The collaborations with retailers like John Lewis and Fenwick suggest a high level of trust and quality associated with the brand. The brand is viewed as inclusive and dedicated to making its customers feel confident and supported.

Copy Examples

• •Headline: Wear the Change. Our new eco-conscious collection is here. Body: Crafted from recycled ocean plastics and organic fibres, each piece is a promise to our planet. Designed in the UK to empower your every move, this is activewear that feels good, and does good. Join the tribe. #YANAactive #MadeToEmpower
• •Headline: Find your flow with the YANA Tribe. Body: Join us for a morning of pilates and connection at our next Wellness Workshop. It's more than a workout; it's a space to recharge, meet like-minded warriors, and celebrate your strength. All levels welcome. Link in bio to reserve your mat!
• •Headline: Your Second Skin. The Performance Leggings You Won't Want to Take Off. Body: Engineered to support, sculpt, and move with you from the studio to the street. Featuring our signature performance fabric, they're built to last. Stop buying fast fashion and invest in quality that empowers. Shop now.
• •Headline: Proudly Made in Britain. Body: From day one, our mission has been to support our local economy and minimise our environmental impact. That's why we're so proud that our entire performance collection is designed and manufactured here in the UK. Thank you for supporting a brand that values community and conscious creation. #UKmfg #SustainableFashion #YANAactive
• •Headline: You Are Not Alone. You Are a Warrior. Body: YANA is more than activewear. We are a community of strong, supportive women. We create premium, sustainable gear that’s built to perform and made to empower your journey. Welcome to the tribe.