Brand Tone

Clinical and informational, direct, functional, and descriptive, focusing on problems and solutions.

Brand Values

• •Specialization
• •Accessibility
• •Functionality

Best Practices

• •Maintain a Clinical yet Empathetic Tone: Use clear, simple language to explain the medical and functional benefits of the products. Avoid overly technical jargon, but remain professional and informative. Infuse empathy by acknowledging the discomfort or frustration of the conditions your products address.
• •Prioritize Trust and Transparency: Given the negative social perception, actively build trust. Feature customer testimonials (if legitimate ones can be sourced), provide clear information about the company, and ensure contact information is easily accessible. An "About Us" page detailing the brand's mission would be beneficial.
• •Focus on the Solution and Benefit, Not Just the Product: Instead of just listing product features, frame the copy around the positive outcomes for the customer: better sleep, more confidence, improved relationships, and relief from discomfort.
• •Be Consistent Across All (Future) Platforms: If the brand decides to expand to social media, the same clinical, trustworthy, and benefit-oriented tone must be used. Each platform can be adapted (e.g., more visual on Instagram), but the core voice should remain the same.
• •Invest in Professional Design and Content Presentation: The current perception is damaged by a "poorly designed" website. A professional, clean, and modern website design is crucial for conveying legitimacy and professionalism. This visual tone must align with the written tone.

Social Perception

Predominantly negative and suspicious, lacking reliability and legitimacy due to low trust scores and unprofessional online presence.

Copy Examples

• •End the grind. Wake up refreshed. Our custom-fit night guards protect your teeth from the effects of bruxism, providing comfort and quiet nights. Discover the relief of a peaceful sleep.
• •Reclaim quiet nights together. Our gentle, effective anti-snoring device helps you and your partner sleep soundly. Because a good night's sleep is a gift you both deserve.
• •Confidence in every smile. Our secure denture adhesive provides an all-day hold, so you can eat, speak, and laugh without a second thought. Live fully, without compromise.
• •Specialized care, delivered to you. Arando offers a curated selection of dental and sleep hygiene products, developed for your comfort and well-being. Your trusted partner in specialized health solutions.
• •Understanding bruxism: More than just teeth grinding. Learn about the causes and solutions to protect your dental health. Knowledge is the first step to a healthier you.