Brand Tone

reassuring, trustworthy, and scientifically-backed, yet accessible and family-friendly.

Brand Values

• •Safety: Prioritizing the health and well-being of families, including children, pets, and individuals with sensitivities, by offering products free from harsh chemicals, fumes, and residues.
• •Efficacy: Providing effective disinfection solutions that reliably kill germs, bacteria, and viruses.
• •Simplicity & Convenience: Offering easy-to-use cleaning solutions that don't require complicated steps like rinsing.
• •Science-driven Innovation: Utilizing scientifically proven ingredients like Hypochlorous Acid to create advanced cleaning products.
• •Transparency: Providing information about their ingredients and EPA registration.

Best Practices

• •Prioritize "Safety" and "Gentle" Language: Consistently use words like "safe," "gentle," "worry-free," "no harsh chemicals," "non-toxic," "family-friendly," and "pet-friendly" to reinforce the core value of safety.
• •Highlight Efficacy with Confidence: Clearly state the product's ability to kill 99.9% of germs, bacteria, and viruses, but always couple this with the safety aspect.
• •Emphasize Simplicity and Convenience: Focus on ease of use with phrases like "no rinse required," "spray and air dry," "effortless cleaning," and "simplifies your routine."
• •Incorporate Scientific Credibility (Accessibly): Mention Hypochlorous Acid and EPA registration where appropriate, but explain it in simple terms (e.g., "nature's germ killer," "inspired by the body's own defense"). Avoid overly technical jargon that might alienate the average consumer.
• •Use a Reassuring and Empathetic Voice: Address the concerns of the target audience (e.g., parents worried about germs on toys, individuals with sensitivities). Use a tone that understands their needs and offers a reliable solution. Customer testimonials can be leveraged to echo this voice.

Social Perception

CleanSmart is generally perceived positively by consumers who have used its products. * Trusted for Safety: Customers, particularly parents and pet owners, trust the brand for its gentle and non-toxic properties. The "no harsh chemicals" aspect is highly valued. * Effective Cleaner: Users report satisfaction with its cleaning and disinfecting capabilities. * Gentle and Non-Irritating: Appreciated by those with sensitivities to strong smells or chemicals. * Convenient: The "spray and leave" or "no rinse" feature is seen as a significant advantage.

Copy Examples

• •Headline: Peace of Mind in Every Spray. CleanSmart: Powerful on germs, gentle on your home. Body: Keep your family safe without the worry of harsh chemicals. CleanSmart’s Hypochlorous Acid formula kills 99.9% of viruses and bacteria, then simply breaks down into saline water. Perfect for highchairs, toys, and all your home surfaces. Breathe easy, clean smart.
• •Headline: Loved by Parents, Trusted Around Pets. Body: From sticky counters to well-loved toys, CleanSmart disinfects effectively without leaving harmful residues. Our fragrance-free, no-rinse solution means a healthier home for everyone, paws and little feet included.
• •Headline: The Science of Gentle Clean. Body: Harnessing the power of Hypochlorous Acid – the same substance your body creates to fight infection – CleanSmart offers hospital-grade disinfection that’s incredibly gentle. EPA registered and worry-free for everyday use.
• •Headline: Simplify Your Clean Routine. Sanitize Safely. Body: Why just clean when you can CleanSmart? One spray is all it takes. No harsh fumes, no need to rinse, just a truly clean and healthy environment for your loved ones. Effective on everything from kitchen surfaces to CPAP equipment.
• •Headline: Smart Ingredients. Healthy Home. Happy Family. Body: We believe in effective cleaning that doesn't compromise your family's well-being. CleanSmart uses simple, smart science to eliminate germs, leaving your home safe and fresh without any scary warnings.