Brand Tone

Empathetic and Pragmatic

Brand Values

• •Authenticity
• •Innovation & Continuous Improvement
• •Quality & Durability
• •Independence & Functionality
• •Community-Centric

Best Practices

• •Always Lead with "By a User, For Users": Reinforce the core brand identity in all communications. Phrases like "As a wheelchair user myself," "Designed by someone who understands," or "We get it because we live it" should be woven into the narrative to maintain authenticity.
• •Focus on Practical Benefits, Not Just Features: Instead of just saying "magnetic flap," say "a magnetic flap for quick, quiet access to your phone." Instead of "O-ring zipper," say "an easy-pull O-ring zipper, perfect for users with limited hand dexterity." Translate every feature into a real-world benefit.
• •Maintain a Pragmatic and Confident Tone: Avoid overly emotional or "inspirational" language. The tone should be confident, straightforward, and solution-oriented. The product isn't about pity; it's about empowerment through practical design.
• •Embrace and Showcase Customer Feedback: Actively use testimonials and reviews in marketing materials. When you release a product update, explicitly state, "You asked, we listened. The new version now includes..." This reinforces the brand's community-centric and continuous improvement values.
• •Keep it Simple and Direct: The brand's strength is its honesty and simplicity. The copy should reflect that. Use clear, concise language. Short sentences. The slogan "Push with a cush!" is a perfect example—it's simple, memorable, and directly related to the user's experience.

Social Perception

The public and customer perception of CushPocket® is overwhelmingly positive, built on three main pillars: 1. Founder-Driven Authenticity: Customers and media outlets are drawn to the story of Jason Leuck. He is not just a business owner but a member of the community he serves. This makes the brand feel more like a passion project than a faceless corporation. 2. Product Efficacy: The product works as advertised. Users praise its high quality, thoughtful design features (like the magnetic flap and easy-pull zipper), and durability, often stating it's the best bag they've found. 3. Trust and Reliability: The high rate of five-star reviews and positive mentions in community forums establishes CushPocket® as a trusted and reliable brand. The few critiques are typically constructive (e.g., related to sizing for specific chairs), which the company uses for product development, further building trust.

Copy Examples

• •Stop searching. Start reaching. Designed by a wheelchair user who got tired of inaccessible bags. The CushPocket® keeps your essentials secure and always within arm's length. Your phone, wallet, and keys—right where you need them. That’s rolling with confidence. #PushWithACush #WheelchairLife #AdaptiveDesign #CushPocket
• •Walk with pockets. Roll with Pockets. Finally, a wheelchair bag designed with your independence in mind. Secure, accessible, and built to last by someone who gets it.
• •More Life, More Stuff, More Pocket. For days that require more, our X-Large CushPocket® delivers. With the same easy-access design and durable construction, it provides maximum storage without getting in your way. From a tablet and a book to daily medical supplies, carry it all securely. Because your life can't fit in a tiny pouch.
• •An upgrade for your ride, inspired by your feedback.
• •How the CushPocket® Attaches in 60 Seconds (No, Really). Frustrated with complicated wheelchair accessories? The CushPocket® was designed for easy, secure installation on most manual and power chairs. Watch how simple it is to get set up and go. Built by a wheelchair user, for wheelchair users. Learn more at cushpocket.com.