Brand Tone

Friendly, reassuring, professional, accessible, encouraging, and supportive.

Brand Values

• •Affordability
• •Convenience
• •Accessibility
• •Customer Satisfaction
• •Quality

Best Practices

• •Emphasize Empowerment: Frame the narrative around empowering the customer to take control of their smile journey. Use words like "your journey," "your transformation," and "achieve your dream smile.
• •Maintain a Reassuring Voice: Acknowledge that orthodontics can be daunting. Use supportive and encouraging language to build trust and alleviate concerns. Phrases like "we're with you every step of the way" and "seamless and straightforward" are effective.
• •Highlight Simplicity and Convenience: Consistently focus on the ease of the at-home process. Use simple, clear language to describe the steps, avoiding overly technical jargon.
• •Lead with the Emotional Benefit: While the product is a physical aligner, the core benefit is emotional (confidence, happiness). Lead with this emotional payoff in headlines and opening lines.
• •Leverage Social Proof: Continue to prominently feature customer testimonials, before-and-after photos, and positive reviews. This authenticates the brand's promises and builds a sense of community.

Social Perception

Overwhelmingly positive, highlighting excellent and responsive customer support, affordability, and convenience of at-home treatment. The brand is seen as a reliable and effective solution for mild to moderate dental issues, fostering increased confidence.

Copy Examples

• •Your journey to a confident smile starts at home. Get the smile you’ve always wanted without the constant dental visits. Our at-home clear aligners are designed for your comfort and convenience. Start with our free online assessment today!
• •Straighten your teeth, not your budget. A perfect smile shouldn't be a luxury. With Casper Smile, you get dentist-approved clear aligners at a price that will make you smile. Explore our flexible payment options.
• •Confidence looks good on you. So does a straight smile. Don’t let misaligned teeth hold you back. Our discreet, nearly invisible aligners mean you can go about your day with confidence while we work on your smile. See your 3D smile projection now!
• •Expert care from the comfort of your couch. Our team of dedicated smile specialists is with you every step of the way. From creating your custom impression kit to 24/7 support, we're here to ensure your journey is seamless.
• •Ready for your close-up? In as little as 4-6 months, you could have the straight, beautiful smile you've dreamed of. What are you waiting for? Your transformation story starts now.