Brand Name, Mission, and Voice

1. Brand Name

Guidelines for choosing:

  • Memorable & simple – easy to spell and recall.

  • Relevant to niche – evokes an emotion, benefit, or outcome.

  • Flexible – can stretch across products or extensions.

  • Emotive – creates a feeling or association (like Grounded for Pilates socks).

👉 Example formats you can brainstorm with:

  • Benefit-driven: Align, ThriveWell, FlowForm.

  • Metaphorical: Roots, North Star, Loom.

  • Playful/short: Zivo, Nua, Kaya.

2. Mission Statement (Internal-facing)

This is what guides your brand team and decisions. Use this template:

Our mission is to {{core_action}} for {{audience}} by {{unique_method}}, so they can {{ultimate_outcome}}.

👉 Example:
“Our mission is to empower everyday athletes to feel grounded and confident through thoughtfully designed performance essentials that blend science, comfort, and style.”

3. Unique Selling Proposition (USP)

Ask: Why should someone choose us over competitors?

  • Do you solve a frustration better?

  • Do you offer a unique design/material/approach?

  • Do you stand for something (sustainability, inclusivity, science-backed, community-driven)?

👉 Example USP:

  • The only Pilates grip socks engineered with pressure-mapped silicone patterns that support stability where you need it most.

  • Sustainable, sweat-wicking activewear designed for women who don’t compromise between elegance and performance.

4. Tagline (External-facing)

This should be short, snappy, and customer-facing.

  • Benefit-driven: “Confidence in every step.”

  • Emotive: “Find your balance.”

  • Action-oriented: “Move with purpose.”

5. Brand Voice

Consistent across website, socials, packaging:

  • Tone: Is it inspiring, humorous, or educational?

  • Language: Simple, elevated, technical, playful?

  • Style: Short punchy sentences, or longer poetic flow?

👉 Example:

  • Inspiring + Supportive: “We believe strength comes from small, intentional movements. We’re here to keep you steady, so you can keep growing.”

  • Playful + Relatable: “Say goodbye to slippery socks. Hello, grip you can trust.”

✨ Deliverable if we were doing this for your Pilates sock brand (example):

  • Brand Name: Grounded

  • Mission Statement: “Our mission is to empower mindful movers to feel stable, supported, and stylish through essentials designed with intention and integrity.”

  • USP: “Premium Pilates socks with precision grip, breathable eco-materials, and designs that blend function with elegance.”

  • Tagline: “Stay grounded. Move free.”

  • Brand Voice: Inspiring, minimalist, supportive — a mix of wellness philosophy and performance science.

E-Commerce, BrandFrancesca Tabor