Brand Tone

Responsible & Trustworthy, Informative & Educational, Supportive & Empowering, Innovative & Tech-Forward, Approachable & Modern

Brand Values

• •Safety: The core value is promoting safety by preventing impaired driving and helping individuals understand their BAC.
• •Responsibility: Encouraging personal and social responsibility when it comes to alcohol consumption.
• •Accuracy & Reliability: Commitment to providing highly accurate and dependable breathalyzer technology.
• •Innovation: Continuously developing and improving their products and technology (e.g., ZeroLine®, BACtrack Skyn).
• •Empowerment & Awareness: Giving people the tools and knowledge to make informed decisions about alcohol.
• •Trust: Building trust with consumers through reliable products and transparent information.

Best Practices

• •Prioritize Safety and Responsibility: Every piece of copy should, directly or indirectly, reinforce the message of safe and responsible alcohol consumption. Avoid language that could be perceived as encouraging or trivializing alcohol use.
• •Be Informative and Factual: Back up claims with data and facts where possible (e.g., "police-grade accuracy," "FDA cleared"). Educate the audience about BAC and its effects, positioning BACtrack as a knowledgeable authority.
• •Use Empowering and Supportive Language: Frame the message around giving individuals control and the ability to make positive choices. Avoid judgmental or preachy tones. Focus on "peace of mind" and "confidence."
• •Highlight Innovation and Accuracy: Consistently mention the technological advantages and the reliability of BACtrack devices. This builds trust and justifies the product's value.
• •Maintain an Approachable and Clear Voice: While the topic is serious, the language should be easy to understand, direct, and relatable. Avoid overly technical jargon where simpler terms suffice, ensuring accessibility for a broad audience.

Social Perception

Positive: BACtrack is generally perceived very positively as a leader in personal and professional breathalyzers. Life-Saving Tool: Many users see BACtrack devices as essential tools that can prevent DUIs and save lives. Accurate and Reliable: The accuracy of their professional-grade sensors is a key point of trust for consumers. Promoter of Responsible Drinking: The brand is seen as an advocate for responsible alcohol consumption and a valuable resource for those who want to ensure they are safe to drive. Helpful for Accountability: Some users utilize BACtrack for personal accountability related to alcohol consumption or in situations requiring sobriety monitoring. Innovative: Recognized for bringing new technologies like smartphone connectivity and wearable sensors to the market.

Copy Examples

• •Headline: Know Your Number. Own Your Night. Body: Don't guess, test. With BACtrack's professional-grade accuracy, make informed decisions and ensure a safe end to every occasion. #BACtrackSafe #ResponsibleDrinking
• •Headline: The Morning After? Still Wondering? Body: Alcohol can linger longer than you think. Use BACtrack's ZeroLine® technology to see when you'll be back to 0.00% BAC. Drive confidently, live responsibly. #KnowYourZero #MorningAfterSafety
• •Headline: Small Device, Big Peace of Mind. Body: Our sleek, portable breathalyzers fit your life and your pocket. Get accurate BAC readings in seconds, anytime, anywhere. Because safety should always be within reach. #BACtrack #PortableSafety
• •Headline: Empowering Smart Choices. Body: BACtrack isn't just about a number; it's about awareness, responsibility, and the power to protect yourself and others. Join the community committed to safer roads. #DrinkSmarter #DriveSafer
• •Headline: Trusted by Professionals, Designed for You. Body: The same advanced sensor technology used by hospitals and law enforcement is now in your hands. Make every decision an informed one with BACtrack. #ProAccuracy #BACtrackTrusted