Brand Name: Flaming Jane
To: The mum who is the hero of the family unit. She is the Queen of juggling her own job, as well as keeping the family unit running on rails. She rarely loses her shit and places huge emphasis on quality brands that won’t let her down. She strives to keep the family machine running smoothly in harmony with the fast paced weekly routine that is their normal life. Passionate about quality time with her family, and also being good to herself by maintaining fitness. Finding time to do her fitness is always a battle given her busy schedule, but it’s a priority she never loses sight of. Her healthy body is her healthy mind so she ensures she can always wrestle time to be able to workout, even with just a spare 15 minutes here or there.
She is grateful for her health and wellbeing and wants to stay true to this value.
She is passionate about being true to herself and being authentically her.
Market Definition: Flaming Jane is the trusted fitness brand for busy mums who place a high priority on their physical wellbeing and fitness to fit in around their busy tight mum schedules.
Brand promise: Our products are your trusty, reliable and hard wearing companion to assist in achieving your fitness goals, no matter how ambitious they are, and no matter how much or little time you have. Flaming Jane knows how important exercise and good physical wellbeing is to mental health. Treating your body with the love and respect it deserves places you in the best frame of mind to be able to tackle even the most daunting of daily schedules.
Reason to believe: We are those busy women who will not be so bogged down with managing the every day merrygoround of juggling a busy life that we neglect our own selfcare. We know that when we exercise and look after our bodies, we are on our A game, and we are firing on all cylinders. We understand the demands of the modern mum and the desire to have it all – well, we want you to have it all, and for that not to be at the cost of your physical wellbeing. You WILL have it all.