Brand Tone

Authentic/Real, Aspirational but Relatable, Community-Focused, Confident & Bold, Evolving/Mature, Colloquial/Informal

Brand Values

• •Friendship/Mateship
• •Good Times & Lifestyle
• •Authenticity & Transparency
• •Community
• •Quality
• •Content Excellence
• •Inspiring Change & Self-Betterment
• •Resilience & Growth
• •Giving Back (implied)

Best Practices

• •Know Your Roots, Embrace Your Evolution: Always remember the core 'You Know The Rules' ethos of mateship, authenticity, and sports culture, but allow the tone to mature as the brand evolves (e.g., incorporating more about personal growth, active living). Copy should feel like it's from the founders but also speak to where the brand is heading.
• •Speak the Language of Your Community: Use colloquial Australian English where appropriate, keeping the tone conversational and relatable, especially on social media. Avoid overly corporate or stiff language. This reflects their 'vlogging' and 'behind the scenes' style.
• •Content is King, Context is Queen: The tone should align with the message of 'providing the best content, period.' Whether it's a product description or a podcast promotion, the copy should add value – be it through information, inspiration, or entertainment, just like their broader content strategy.
• •Authenticity Over Perfection: Don't be afraid to show the human side of the brand. The founders built YKTR by documenting their journey, 'warts and all.' Copy can reflect this by being honest and direct, even admitting to learning and growing. The rebrand itself is an example of this.
• •Channel-Specific Nuance: While maintaining a core tone, adapt the expression for different platforms. TikTok might allow for more playful, short-form copy, while an 'About Us' page or a serious announcement might require a slightly more structured (but still authentic) version of that tone. For instance, Instagram posts often link to their journey and community values.

Social Perception

Popular Streetwear, Strong Connection with NRL Fans, Content-Driven, Authentic and Relatable to many, Controversial at Times, Ambitious & Innovative, Quality Varies (or perceived to vary by some), Supporters see them as a positive force

Copy Examples

• •Headline (New Activewear Drop - Tone: Aspirational, Evolving, Community): More Than A Game. More Than Gear. This is Your Evolution. The new YKTR Active Range – Built for the Grind, Inspired by the Journey. #YKTR #EvolveWithUs
• •Instagram Post (Community Focus - Tone: Authentic, Relatable): From a group chat between mates to this. The YKTR journey has been wild, and we're just getting started. Every win, every setback, we share it with you – our community. Because You Know The Rules – we're in this together. Tag a mate who's been with you through it all. 👇 #YKTRcommunity #RealTalk
• •Product Description (Hoodie - Tone: Colloquial, Confident): YKTR Classic Hood. Built for cold mornings on the sideline, late nights on the grind, and everything in between. Premium comfort, no-fuss style. You know the quality, you know the vibe. Cop yours. #YKTR #StreetEssential
• •About Us Snippet (Rebrand Focus - Tone: Mature, Purpose-Driven): We started with a laugh, built it on mateship, and now, YKTR is growing up with you. Redefining sports culture means evolving – pushing for better, training harder, and living with purpose. This next chapter? It’s about apparel that performs and content that inspires. You Know The Rules – let's get after it. #YKTRredefined
• •Email Subject Line (Podcast Promotion - Tone: Authentic, Engaging): Ice Drops Truth Bombs 🎙️ Inside the latest YKTR Sports ep...