Brand Tone

Empowering, empathetic, confident, positive, and inspirational, focusing on possibility, freedom, and personal expression, rooted in authentic experience.

Brand Values

• •Empathy and Authenticity
• •Innovation and Quality
• •Empowerment and Confidence
• •Community
• •Advocacy and Visibility

Best Practices

• •Lead with Empathy, Not Sympathy: Always address the customer from a place of shared understanding. Use "you" and "your" to speak directly to their experience. Acknowledge the challenges (pain, frustration) but pivot quickly to the empowering solution.
• •Champion the User, Not Just the Product: Make the customer the hero of the story. Feature their testimonials, share their journeys, and position the product as the tool that helps them achieve their goals.
• •Use a Vocabulary of Empowerment: Consistently use positive, strong, and active words. Opt for terms like empower, confidence, freedom, style, journey, resilience, and independence. Avoid negative or passive language that focuses on limitations.
• •Balance Emotional and Functional Benefits: Connect the "what" with the "why." Explain the functional benefit (e.g., "molded handles") and immediately tie it to the emotional outcome ("so you can say goodbye to painful blisters and focus on what matters").
• •Turn a Negative into a Positive: Reframe the conversation around mobility aids. Instead of something that signals a weakness or problem, position Cool Crutches as a smart, stylish, and empowering choice—an upgrade and a form of self-expression.

Social Perception

Overwhelmingly positive; perceived as transformative, life-changing, and essential for mobility needs. Praised for comfort, silence, and style, reducing self-consciousness. Seen as inspirational, especially as a female-led business born from adversity, with excellent, personal customer service.

Copy Examples

• •Instagram Post (Product & Benefit Focus): Image: A close-up shot of the colorful, molded handle of a Cool Crutch. Copy: Your recovery is a journey, not a sentence. Don't let painful blisters and clunky, grey crutches define it. Our ergonomic, silent, and stylish crutches are designed to give you comfort and confidence every step of the way. It’s time to move forward, your way. #CoolCrutches #MobilityRedefined #ComfortAndConfidence
• •Facebook Ad (Community & Story Focus): Video: A short montage of different users smiling and going about their daily lives with their Cool Crutches. Copy: From a morning coffee run to a walk in the park, life doesn’t stop. Why should you? Join the thousands in the Cool Crutches family who have traded frustration and pain for freedom and style. Our founder designed them from her own experience, because we believe mobility aids should support your life, not hold you back. Discover the difference.
• •Website Banner (Empowerment Focus): Headline: Don't Just Recover. Thrive. Sub-headline: Experience the world's most comfortable, silent, and stylish crutches, designed to give you your confidence back. Shop the collection and find your perfect match.
• •Product Description (Functional & Emotional Benefits): Product: The "Midnight Sky" Crutches Copy: Engineered for silence and designed for style, our "Midnight Sky" crutches are your perfect partner for every journey. The molded, soft-grip handles prevent painful blisters, while the robust, lightweight frame provides steadfast, silent support. But more than that, they are a statement of intent: to live boldly and without compromise. CE-certified for safety, and designed for life.
• •Brand Story Snippet (About Us Page): Headline: From Injury to Innovation. Copy: It started with a fall, a broken back, and a pair of painful, clinical crutches. Our founder, Amelia, knew there had to be a better way. Cool Crutches wasn't just about creating a better product; it was about changing the narrative around disability. It was about creating a tool that felt like an extension of your style, not a symbol of your setback. That's why every pair is built with three things in mind: comfort, silence, and your confidence.