This toolkit gives you your brand strategy and messaging, and the key elements of how to execute it. It will help you think about the right things, making your brand—and its story—bolder and better. But it also has to live outside of marketing. Be a frequent visitor here, so that this philosophy influences everything your brand says and does.
canal & main
WHAT’S INSIDE
A brand strategy framework is a structured tool that defines a brand: who it is, what it stands for, who it serves, and why.
As the world watches you go all-in on your purpose in an action-oriented way, you’ll find like-minded people will start to gravitate to you. This toolkit equips you with everything you need to do just that.
This toolkit is made up of two essential parts:
Organizational research designed to serve as your north star, guiding internal decisions across marketing, design, messaging, customer experience, and even product or service development.
Done-for-you messaging that brings the identity to life, helping you create a clear and consist experience across everything your brand says and does.
ORGANIZATIONAL
Philosophy
Target Audience
Cultural Context
Analysis of Competitors
Unique Positioning
IDENTITY + MESSAGING
Clarity Statement
Problem-Transformation
Difference-Maker
How Service Works
Calls to Action
Right Fit
Brand Story
About Us
Voice + Values
Objections + Reassurance
Service-Based Copy
Below is the living, breathing foundation for everything your brand will become.
// BRAND PHILOSOPHY
Your message matters.
‘Your Message Matters’ is Canal & Main’s brand essence, empowering meaningful brands to effectively communicate what they bring to the world.
At its heart, it says: what you say matters as much as how and where you say it. That’s why we do just as much brand strategy coaching and message development as we do writing and design. It’s all part of the process.
We deliver clear, reusable messaging designed to power the entire marketing ecosystem. Everything we create—strategy, message, and design—is built into one integrated process that is consistent, calibrated, and easy to use.
It is this central philosophy around which Canal & Main—and all of its messaging—are assembled. This simple philosophy is the center of every single aspect of the brand, from communications to service delivery itself.
// THE PEOPLE
Canal & Main serves Impact-Driven Professionals & Purpose-Centered Businesses
Impact-driven professionals and practitioners — including creative professionals, health practitioners, educators, and other service providers — who are committed to making a positive difference through their work, and want messaging and design that authentically reflect their values and expertise, to help them connect deeply with clients or partners who share their mission, while simplifying the process of creating clear, compelling messaging, and avoiding marketing that feels salesy, generic, or disconnected from their purpose.
Creative professionals
Health practitioners
We primarily partner with organizations and professionals dedicated to positive community and social impact—but we’re also open to working with businesses across various sectors that share a commitment to meaningful, ethical practices and want to grow with clarity and purpose.
// CULTURAL CONTEXT
Committed to providing compassionate, effective care, often balancing patient needs with ongoing professional development and self-care.
Driven by a mission to improve clients’ holistic well-being but sometimes challenged by administrative burdens, client retention, or communicating complex health information clearly.
Seek ways to build trust, demonstrate expertise, and differentiate their practice through authentic, clear messaging.
Rely on professional networks, continuing education, industry publications, client feedback, and trusted health platforms for information and inspiration.
Often juggle multiple roles—from clinical care to business management—making streamlined, impactful communication essential for attracting and retaining clients.
Educators
When addressing individual segments of the audience, it is important to consider:
Pursue their craft with passion and discipline, dedicating regular focused time to projects, skill-building, and creative exploration.
Driven by the desire to produce meaningful, impactful work, but sometimes experience frustration sharing it.
Seek authentic ways to express their vision clearly, connect with audiences, and sustain their creative energy over time.
Value learning from peers, industry thought leaders, podcasts, workshops, and online communities focused on creativity, innovation, and personal growth.
Often balance multiple projects or roles, making time management and clear messaging essential to communicate their unique voice and services effectively.
Follow rehabilitation plans and therapy schedules; engage in careful movement to rebuild strength and mobility.
Vulnerable and cautious, sometimes anxious about re-injury or long-term damage.
Want to restore full function, regain confidence in their body, enjoy their physically demanding lifestyle, and return to the activities they love.
In today’s health-conscious world, more people are prioritizing active lifestyles, whether through competitive sports, fitness routines, or mindful movement. Alongside this rise in activity comes a growing awareness that wellness goes hand in hand with recovery and injury prevention.
At the same time, there’s a cultural shift toward holistic, personalized healthcare. People want treatments that recognize their unique bodies, goals, and challenges rather than one-size-fits-all solutions. Despite the rise of data-driven health tech and wearable fitness apps, human touch and expert care remain essential for true healing.
Strive meets the cultural context of the moment by offering expert massage therapy tailored to sports injuries, empowering clients to maintain an active lifestyle and achieve better general wellness.
// COMPETITORS
The current market for sports-focused massage therapy is varied, from wellness spas to specialized therapy clinics.
Wellness spas tend to offer massage as a luxury or relaxation service, but often lack the expertise needed to address sports injuries and athletic performance. These brands appeal mostly to clients seeking stress relief rather than functional recovery.
// UNIQUE POSITION
Physical therapy (PT) practices provide clinical rehabilitation. Many people turn to massage therapy for less complex sports injuries, such as muscle strains or tightness, because it offers an effective and approachable option that feels more appropriate for their needs. Additionally, some individuals choose massage therapy as a complementary or alternative approach to PT.
Boutique sports massage providers position themselves between these two extremes, emphasizing athletic recovery and performance. However, they frequently focus on elite athletes and professional teams, leaving recreational athletes and fitness enthusiasts underserved.
Strive is bridging these gaps: delivering expert, sports injury-focused massage therapy that is personalized for everyone from competitive athletes to fitness-minded individuals. Strive balances clinical knowledge with a human-centered approach, making expert care actionable and deeply connected to the athlete’s goals.
// CLARITY STATEMENT
Massage therapy for
sports-related injuries.
Informed, athlete-focused therapy to reduce pain and improve mobility so you can return to what you love faster.
// PROBLEM-TRANSFORMATION
Get back in the game. Stronger.
Are you frustrated by massage therapy that promises relief, but doesn’t help you heal?
It feels good in the moment, but the pain always comes back.
It’s all soft lighting and spa music, with no real plan for recovery.
The therapist doesn’t understand how active bodies move — or rehabilitate.
They promise deep tissue work, but you walk out wondering if it did anything.
Your workouts suffer and you’re stuck in the same pain cycle.
You’re stretching, resting, eating right— but nothing really changes.
At Strive Therapy, you’ll restore your strength and mobility, prevent future injuries, and get back to doing what you love, better than before.
Get a clear recovery plan.
Using personalized recovery plans, we guide you every step of the way, from your first session to your comeback moment.
Feel stronger, faster, and more mobile than before your injury.
Say goodbye to constant pain and stiffness that’s been holding you back.
Finally understand what your body needs to stay injury-free for the long haul.
Gain the confidence to push your limits again—safely.
Rebuild strength and power in the exact muscles your sport demands.
Experience therapy that’s designed for performance, not just pain relief.
// THE SERVICE DESCRIPTION
Scroll through to learn what sports massage at Strive is all about.
From a quick overview to a full breakdown of what to expect in your first session, we’ve laid it out so you can get the info you need, just the way you need it.
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Recover faster, move better, and stay in the game with athlete-focused massage therapy tailored to your sport, goals, and body.
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At Strive, our sports massage is about informed, clinical bodywork designed to get you back to peak performance. Whether you’re recovering from an injury or managing ongoing soreness, we create a personalized recovery plan focused on restoring mobility, reducing pain, and rebuilding strength exactly where you need it. This is therapy designed for movement, performance, and long-term resilience.
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Informed sports therapy designed for athletes who want to come back stronger.
This process is different—for a reason.
We approach sports massage with the precision of a recovery plan and the mindset of an athlete. Every session is structured with your goals in mind: to reduce pain, restore mobility, and rebuild strength so you can return to doing what you love—without hesitation.
Your first appointment: a 1-hour focused session.
Meet one-on-one with a licensed sports massage therapist who understands the demands of your sport. This session has been shaped by hundreds of athletes like you—people who aren’t just looking for relief, but a full return to performance. You’re in good hands.
WHAT TO EXPECT:
A clear conversation about your body and goals
We take time to understand your history, pain points, and what “better” looks like for you.Hands-on assessment and targeted bodywork
We don’t just treat symptoms—we get to the root of movement restrictions and muscular imbalances.A customized plan for what comes next
Leave your session knowing exactly what we’ll work on and how we’ll move forward—together.
Your recovery starts here.
Using what we learn in your initial session, we create a clear, phased recovery plan designed to build toward your goals—step by step.
Restore mobility
We start by releasing restricted tissue and improving range of motion where it’s limited.Rebuild strength
Once mobility is improved, we help you restore power and control in the areas that need it most.Prevent reinjury
With targeted massage, education, and smart progression, we build resilience into your recovery.
We tailor our massage therapy to your sport, your injury, and your body.
We specialize in athlete-specific therapy for people who push their limits and expect results. No matter your activity or background, we tailor treatment to your body’s unique demands.
COMMON INJURIES WE TREAT:
Runners & Triathletes
IT band syndrome
Plantar fasciitis
Shin splints
Hamstring tightness
Lifters & CrossFit Athletes
Shoulder impingement
Low back pain
Hip flexor tightness
Biceps/triceps tendon strain
Field & Court Athletes
Groin pulls
Quad/hamstring strains
Knee tracking issues
Ankle instability
Skiers, Snowboarders & Outdoor Athletes
Rotational imbalances
Lower limb overuse
Muscle fatigue and cramping
General Active Lifestyles
Neck and shoulder stiffness
Chronic postural tightness
Recovery from overtraining
So, why sports therapy—and not just massage?
Sports massage is a different kind of bodywork. It’s designed not just to feel good in the moment, but to create measurable, lasting improvements in your performance and recovery.
It’s goal-oriented: We’re not here to relax you—we’re here to help you move better.
It’s informed: Our therapists are trained to understand how injuries develop—and how to prevent them.
It’s dynamic: We use a combination of deep tissue, myofascial release, active release, and mobility work to treat what’s really going on beneath the surface.
// THE DIFFERENCE-MAKER
Why Choose Strive?
12+ Years of Experience
We offer premium hands-on therapy in both sports and orthopedic settings, specializing in injury prevention and recovery.
Certified Athletic Specialists
Receive quality care from experts who blend rehabilitation with performance training for every level of athlete.
Tailored Treatment
Benefit from one-on-one sessions in clinic and on-field environments designed to speed up your recovery.
Advanced Recovery Tools
You’ll experience premium recovery technologies like NormaTec and dry needling to enhance healing and boost performance.
// HOW SERVICE WORKS
4 Simple Steps
1
Schedule Your Evaluation
We begin with a comprehensive assessment of your injury, goals, and movement patterns. You’ll meet 1-on-1 with a licensed therapist who listens, understands, and creates a customized recovery roadmap.
2
Get a Personalized Recovery Plan
No cookie-cutter programs here. We tailor your treatment plan using proven techniques and sport-specific rehab designed to rebuild strength, restore mobility, and prevent future injury.
3
Heal with Expert Guidance
Work closely with your therapist in each session. Whether you're working through pain, regaining function, or rebuilding athletic performance, we’re with you every rep, every stretch, every step.
4
Return Stronger Than Ever
Once you’ve reached your recovery goals, we help you transition back to your sport or activity with confidence. You don’t just return—you come back better prepared than before.
// CALLS TO ACTION
Strive uses clear calls to action to make it easy for people to act when they're ready.
Soft calls to action (CTAs) invite people to engage without pressure, like “Learn more” or “Explore services.” They’re effective at encouraging curious people to learn more about what Strive does.
Hard CTAs, like “Make an Appointment,” are direct and action-oriented, asking for a clear commitment.
Repeating the same call—like “Make an Appointment”—reinforces the action Strive wants people to take. Pairing it with softer CTAs allows Strive to meet people at different stages of their decision-making.
Above all else, CTAs should always choose clear over clever.
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// RIGHT FIT
You’re in the right place if…
Be clear who Strive is for. And who it isn’t for.
This is for you if…
You’re an athlete or active individual who wants to recover fully and return to performance—not just relieve pain.
You’re committed to doing the work between sessions to regain strength, mobility, and confidence.
You’re tired of generic therapy and want a personalized, sport-specific recovery plan built around your goals.
It’s not a good fit if…
You’re looking for a quick fix without putting in the effort to follow through on rehab and training.
You want a one-size-fits-all solution and aren’t interested in a customized recovery approach.
You’re not currently active or planning to return to sport, and are only looking for short-term symptom relief.
// BRAND STORY
Most active people push through pain.
Whether it’s a tight hamstring, an old injury flaring up, or just soreness that won’t quit, athletes and fitness-focused people tend to carry on. It seems to be in their DNA. That is, until it starts to get in the way of doing what they love.
We know the feeling.
As lifelong athletes, we struggled to find injury rehabilitation that made sense for our sports. Massage felt too spa-like to be useful. And physical therapy felt too clinical to consider overall wellness.
No one really seemed to understand the physical demands we were putting on ourselves every day. At the same time, we had this growing awareness that wellness goes hand in hand with recovery and injury prevention. So we became licensed massage therapists.
Strive was created by and for people who live active lives and believe recovery should be as intentional as training. That’s why we combine clinical knowledge with real, human care to help you stay in the game.
// ABOUT :: CREDIBILITY //
About Business Name
Empathy
We know you don’t want to be sidelined—because we’ve been there too.
We’re a team of therapists who came together after facing our own injuries, setbacks, and frustrating rehab experiences. We know what it’s like to be told to “just rest” when all you want is to move, train, and compete again.
That’s why we’ve made it our mission to create the kind of care we wish we’d had—personalized, sport-specific, and rooted in real results. We believe every athlete and active individual deserves a partner who truly understands the journey.
Trust
For over 12 years, we’ve been trusted by local high school athletes, regional D1 coaches, fire departments, and gyms, as well as by area physical therapists, trainers, and physicians who refer their clients to us when they want results that go beyond temporary pain relief.
Our community turns to us for care that delivers lasting outcomes.
Authority
With decades of combined experience in sports-related massage therapy, fitness rehab, and performance coaching, our team brings a deep understanding of both the science of healing and the mindset of athletes.
We hold advanced certifications in areas like strength and conditioning, manual therapy, and return-to-sport protocols, because your recovery deserves more than a generic treatment plan.
Whether you're aiming to get back on the field, into the gym, or simply back to doing what you love without pain, we're here to guide you every step of the way.
// BRAND VALUES //
What Matters Most to Us
Athlete-First Care
We treat every client like an athlete because performance and movement matter at every level. Your goals drive the plan, not a generic protocol.
Personalized Recovery
No two injuries (or athletes) are the same. We build custom treatment strategies based on your body, your sport, and your goals.
Trust & Experience
We combine deep clinical knowledge with real-world athletic experience. That means proven methods, advanced certifications, and therapists who walk the walk.
Results that Last
Pain relief is just the beginning. Our goal is long-term strength and resilience, so you stay injury-free.
Ongoing Support
We’re in this with you. From the first session to your full return, you’ll have a dedicated partner pushing, guiding, and celebrating every win along the way.
// BRAND VOICE //
Empowering
Supportive
Professional
Motivational
Clinical
Confident
// OBJECTIONS + REASSURANCE //
Have hesitations? Let us meet you where you are.
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We hear this a lot. What sets us apart is that we don’t use one-size-fits-all rehab. Our plans are fully customized to your injury, your sport, and your performance goals. That means no guesswork—just clear, progressive steps toward real, lasting recovery.
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Getting back to your sport as soon as possible matters. That’s why we focus on targeted, efficient treatment designed to accelerate recovery—safely. We work with your schedule and optimize every session so you can get results, and get back in the game.
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We have a team of therapists who specialize in treating athletes and active people. Whether you're a runner, golfer, lifter, or soccer player, we team you up with a therapist who knows your sport and your goals best.
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Many of our clients come to us after other programs didn’t work. We dig deeper, identifying the root cause of your pain or limitation and rebuilding from the ground up. We involve you in the creation of a recovery plan.
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We believe quality care is an investment in your future health and performance. With personalized treatment, we aim for faster recovery and lasting results. We also offer payment and subscription plans, and work with select insurances.
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