This guide defines the voice, tone, language, and messaging strategy that represents JL Consulting's purpose-driven and strategic identity.
Voice Anchors
- Empowering
- Grounded
- Strategic
- Relatable
- Heart-Centered
Voice Description
JL Consulting sounds like a seasoned coach with a big heart and an organized playbook. The tone is confident but never condescending, passionate but never chaotic. The brand speaks the language of both athletes and business owners—always aiming to elevate, equip, and encourage.
Core Brand Philosophy
"I don’t just train athletes—I shape leaders."
- Every athlete deserves emotional safety and confident instruction
- Every gym can be efficient and heart-centered
- Every program can grow sustainably—with the right systems in place
What We Always Say
- "We build people—not just performances."
- "Confidence is a skill we teach."
- "Structure is the gamechanger."
- "You don’t need to do more—you need better systems."
Voice Mechanics
- Sentence Length: Mix of punchy one-liners and short paragraphs
- Point of View: 2nd person (“you”) + grounded 1st person (“I’ve seen…”, “We help…”)
- Style: Coaching tone—structured, honest, encouraging
Audience Segments
- Parents: Reassuring, outcome-driven
- Coaches: Respectful, collaborative
- Studio Owners: Strategic, solution-focused
- Athletes: Fun, motivational, clear
⬇ Download Full Brand Voice Guide (PDF)