Brand Tone

Aspirational and scientific. Professional, performance-driven, and supportive.

Brand Values

• •Performance & Excellence
• •Recovery
• •Science & Innovation
• •Community
• •Commitment

Best Practices

• •Lead with the Benefit, Support with Science: Start copy with a clear, user-focused benefit (e.g., 'Recover Faster,' 'Get Stronger'). Then, briefly mention the technology or scientific principle behind it to build credibility, just as the website does.
• •Leverage Athlete & User Testimonials: Actively seek out and share stories from Icelandic users. User-generated content is authentic and powerful, reinforcing the perception that Compex is a trusted tool within the local fitness community.
• •Use High-Quality, Action-Oriented Visuals: All imagery and video should be dynamic, clean, and professional, reflecting the high-performance nature of the brand. Feature athletes in authentic training or recovery moments.
• •Maintain an Aspirational and Empowering Voice: Frame the narrative around achieving goals, overcoming limits, and unlocking potential. The copy should inspire action and dedication, not just sell a product.
• •Be Consistent Across All Channels: Ensure the tone, values, and visual identity are uniform across the website, Instagram, and Facebook. This creates a cohesive and professional brand experience for the customer at every touchpoint.

Social Perception

A premium, high-end brand for serious athletes looking for a competitive edge or solutions for pain/recovery. Perceived as effective, reliable, and a worthwhile investment, a 'secret weapon' for committed individuals.

Copy Examples

• •You work hard in training. Speed up recovery and be ready for tomorrow's battle. With 'Active Recovery' from Compex, you give your muscles what they need to recover faster and prevent soreness. Recovery isn't a luxury; it's the key to success.
• •Want more power? The strength programs in Compex activate up to 100% of muscle fibers, far more than traditional exercise alone. Add Compex to your workouts and experience new strength and explosive power. Click to see the selection.
• •Chronic pain holding you back? The TENS program in Compex devices is designed to relieve pain and release tension so you can keep doing what you love. Don't let pain control you. Take control with Compex.
• •@[Athlete's Handle] knows that every single workout matters. That's why Compex is a fixture in their preparation for the biggest competitions. What about you?
• •Invest in your performance. The Compex SP 8.0 is the most advanced muscle stimulation device on the market, designed for demanding athletes. Everything you need for strength, recovery, and pain treatment in one package. Free shipping.