Tono de Marca

motivational, aspirational, and assertive

Valores de Marca

• •Resilience and Strength
• •Brotherhood and Community
• •Self-Improvement
• •Honor and Discipline
• •Masculinity

Mejores Prácticas

• •Use an Assertive & Active Voice: Always use strong verbs and direct address (e.g., "You are," "Become," "Conquer"). Avoid passive language to maintain a tone of power and agency.
• •Anchor in Core Themes: Every piece of copy should connect back to the core values of resilience, brotherhood, stoicism, or strength. Whether selling a t-shirt or a phone case, the underlying message should be consistent.
• •Speak to the "Crew": Consistently use terms like "Crew," "Brotherhood," and "Men" to reinforce the sense of community and shared identity. Make the customer feel like they are part of an exclusive group.
• •Leverage Storytelling: Continue to subtly or overtly draw parallels to historical and philosophical figures (like Stoics, Vikings, and explorers like Shackleton) to add depth and legitimacy to the brand's ethos. These stories provide powerful metaphors for the brand's values.
• •Maintain a Motivational Focus: The ultimate goal of the copy should be to inspire action and a change in mindset, not just to sell a product. Frame products as tools for the customer's journey of self-improvement.

Percepción Social

Customers are drawn to the brand's ethos of strength and self-improvement, significantly bolstered by the historical narrative of Shackleton's expedition. Its appeal is concentrated within a niche targeting a specific masculine archetype, with generally positive perception from its audience.

Ejemplos de Copy

• •Comfort is a cage. True growth is found in the struggle. Our 'Embrace the Suck' hoodie isn't just fabric; it's a statement. A reminder that every drop of sweat is a step toward the man you're destined to become. Join the Crew.
• •Control Your Reactions. Master Your Life. Your mindset is your ultimate tool. Carry a daily reminder of Stoic strength and wisdom. The Stoic Shield phone case—fortify your mind.
• •You're not just a customer; you're part of the Crew. We exist to forge a community of men committed to resilience, honor, and relentless self-improvement. Here, we don't run from hardship. We face it. We conquer it. This is your first step. Check out our latest gear and wear your values.
• •The modern world whispers promises of ease. We are the men who choose the roar of the challenge instead. Strength isn't given; it's forged in the fires of discipline and action. How did you forge your strength today? #EnduranceCrew #ModernViking #Stoicism
• •Lost your way? Read our latest article: 'The North Star of Masculinity: 3 Stoic Principles to Guide Your Path.' Reclaim your direction. Join the conversation and become the guide of your own journey. #Discipline #Honor #Strength