Brand Tone

Professional, Innovative, and Scientific

Brand Values

• •Precision and Accuracy
• •Innovation
• •Purpose-Driven Mission
• •Customization and Comfort
• •Empowerment through Data

Best Practices

• •Lead with Science, Support with Benefit: Always ground claims in technology ("patented 3D scanning," "second bend of the ear canal") but quickly translate these features into clear user benefits ("unmatched accuracy," "seamless comfort," "actionable insights").
• •Maintain the "Pioneer" Voice: Use forward-looking, confident language. Words like "pioneering," "revolutionizing," "future," and "next-generation" should be staples in the brand vocabulary to reinforce their position as an industry leader.
• •Differentiate from "Lifestyle" Wearables: Directly or indirectly contrast the device's capabilities with more common wrist-worn trackers. Emphasize "medical-grade data" and "brain wave analysis" over simpler metrics like step counting.
• •Segment Messaging by Platform: Keep LinkedIn and Twitter focused on corporate milestones, technological breakthroughs, and B2B partnerships. Use Instagram for more visually compelling storytelling about the technology and its potential human impact, even if the tone remains professional.
• •Build a Glossary of Brand Terms: Consistently use core branded terms like "Ear-Powered Innovation," "eFit Scanner," "medical-grade data," and "Aware Hearable" across all communications to build brand recognition and reinforce key value propositions.

Social Perception

As an Innovator: Aware is perceived as a serious, high-tech company by the tech and health industries, validated by innovation awards and military partnerships. As a B2B Partner: The focus on military applications and partnerships with healthcare companies positions them as a trusted technology provider rather than a direct-to-consumer lifestyle brand. As a Future-Facing Brand: The public information available builds an image of a company with significant, potentially transformative technology that is still in a relatively early stage of market penetration. There is little to no "customer" voice in the public sphere yet, meaning their social perception among end-users is largely unformed.

Copy Examples

• •Your ear is the key. Unlock medical-grade insights into your brain and body with a perfect fit, made only for you.
• •(Image: A sleek, 3D model of the inner ear with the Aware device perfectly seated) Wrist-based trackers only see the surface. We go deeper. Our custom-fit hearables monitor your physiology from the ear—the gateway to your brain. This is the future of personalized health. #EarPoweredInnovation #Biometrics #MedTech #DataDrivenHealth #Awareness
• •We are honored to be recognized by the Healthcare Innovation World Cup®. This validates our mission to revolutionize preventative health through our patented in-ear biometric platform. By capturing medical-grade data, we are empowering precision therapeutics and enhancing human performance. Thank you to our partners and the U.S. Military for their continued trust. #HealthTech #Innovation #Biometrics #DigitalHealth #USNavy
• •Headline: Aware | Medical-Grade Biometric Hearables. Description: Go beyond steps and heart rate. Get EEG brain data and precise health insights with a custom-fit wearable. The future of health is in your ear.
• •Welcome to the New Frontier of Personal Health.