Brand Tone

Expert and Educational, Trustworthy and Reassuring, Supportive and Empathetic, Accessible and Value-Oriented

Brand Values

• •Scientific Innovation and Biomechanical Engineering
• •Accessibility to Quality Foot Care
• •Customer Well-being and Pain Relief
• •Quality and Durability
• •Performance and Comfort

Best Practices

• •Lead with Expertise, Explain with Clarity: Use precise terms like "biomechanical engineering" and "podiatrist-developed," but always explain what these mean for the customer in terms of tangible benefits (e.g., "better alignment," "reduced joint strain").
• •Focus on Solutions and Empowerment: Frame copy around solving customer problems (pain, discomfort, limited activity) and empowering them to live fuller, more active lives.
• •Build Trust Through Transparency: Mention experience, research, quality materials, and customer success stories (like the number of pairs sold or positive review snippets) to build credibility.
• •Maintain Empathy and Understanding: Acknowledge the customer's discomfort and position Orthera as a supportive partner in their journey to wellness. Use language that shows you understand their challenges.
• •Ensure Consistency Across All Channels: Whether it's a website product description, a social media post, or an email newsletter, the core messages of scientific backing, accessible quality, and customer well-being should resonate clearly and consistently.

Social Perception

Positive Product Experience, Value for Money, Brand Loyalty, Customer Service Concerns, Past Supply Issues, Association with Quality Materials, Limited Recent Social Media Engagement

Copy Examples

• •Stop Foot Pain From Dictating Your Day. Experience the Orthera difference. Our biomechanically engineered orthotics are designed by podiatrists to provide medical-grade support and realign your body from the ground up. Walk, run, and live comfortably again.
• •Science-Backed Relief, Wallet-Friendly Price. Why pay hundreds for custom orthotics? Orthera delivers over 40 years of podiatric expertise and advanced material technology directly to your shoes, at a fraction of the cost. Invest in your comfort and mobility.
• •Feel the Foundation of a Healthier You. Your feet are the base of your entire body. Orthera orthotic inserts provide the stability and cushioning needed to reduce strain on your feet, knees, and back, helping you stay active and pain-free.
• •Trusted by Over 1.2 Million Feet (and Counting!). Join the community of satisfied Orthera users who have rediscovered comfort and performance. Our expertly designed insoles are engineered for durability and lasting relief. Try Orthera risk-free with our 90-day guarantee.
• •Don’t Just Mask Pain. Correct It. Gel insoles offer temporary cushioning, but Orthera offers true biomechanical support. Our orthotics work to address the root cause of your discomfort by promoting proper foot alignment and motion control, inspired by professional athletic needs.