Brand Tone

Professional, Trustworthy, and Traditional

Brand Values

• •Efficacy & Relief
• •Quality & Safety
• •Heritage & Authenticity
• •Health & Well-being
• •Innovation within Tradition

Best Practices

• •Always Lead with Trust and Heritage: Start with phrases like 'Since 1982,' 'The original formula,' or 'Developed by pharmacists' to immediately establish credibility.
• •Use Clear and Direct Language: Avoid overly technical jargon. Focus on the benefit: 'relief from,' 'soothes,' 'revitalizes.' The tone is professional, not academic.
• •Emphasize 'Made in Germany': Consistently mention the German origin as a shorthand for quality, safety, and rigorous standards in all marketing materials.
• •Segment Messaging by Product: Tailor the copy to the specific use-case. Use active, performance-oriented language for the 'Sport' line ('recover,' 'perform,' 'energize') and comforting, soothing language for the 'Warming' or 'Wellness' lines ('comfort,' 'relax,' 'ease').
• •Maintain a Formal and Respectful Voice: Avoid slang, overly casual expressions, or humor. The brand's authority comes from its serious, almost clinical approach to wellness. Address the customer as someone seeking a reliable solution, not a trendy lifestyle accessory.

Social Perception

Dr. Lenhart's is perceived as a dependable, no-frills solution for pain relief. It's seen as a go-to product for common ailments like muscle soreness and joint stiffness, appealing to a broad audience from older individuals to athletes seeking recovery. Its perception is primarily shaped by product performance and point-of-sale display, as it lacks a strong social media presence; it is a product people buy for its function rather than its brand identity.

Copy Examples

• •Tradition Meets Science. Trusted Pain Relief Since 1982. Discover the original Dr. Lenhart's formula for muscle and joint well-being.
• •Engineered for Athletes. Our cooling Pferdesalbe Sport Gel provides immediate, targeted relief for strained muscles and tired legs. Recover faster and perform better with a formula trusted by sports professionals. Quality made in Germany.
• •Don't let muscle pain slow you down. For over 40 years, Dr. Lenhart's Original Horse Balm has been the trusted German remedy for effective relief. Click to find the right formula for your needs.
• •The Pharmacist's Choice for Pain Relief.
• •Dr. Lenhart's. The Strength of Tradition. The Relief you can Feel.