Brand Tone

Assertive & Confident, Direct & Benefit-Oriented, Slightly Alarmist (Implied), Inconsistent/Developing

Brand Values

• •Durability & Strength
• •Protection & Security
• •Quality (Aspired)
• •Reliability

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your brand's tone (e.g., Protective, Confident, Direct, Innovative, Reassuring) and, equally important, adjectives it is *not* (e.g., Playful, timid, overly technical, cheap). Provide examples for each.
• •Focus on "Benefit to the User": While highlighting features like "9H Hardness" is good, always tie it back to how it benefits the customer (e.g., "So you can toss your phone in your bag without a second thought").
• •Use Strong Verbs and Confident Language: Employ active voice and powerful verbs that convey strength and reliability (e.g., "Shields," "Defends," "Endures," "Secures"). Avoid hesitant or weak language.
• •Maintain Consistency Across All Channels: Ensure the tone used on the website is mirrored in social media posts, customer service interactions, email marketing, and ad copy. Discrepancies can erode trust.
• •Address Customer Concerns Proactively and Transparently (but with confidence): Given the mixed reviews, use copy to subtly address potential concerns. For example, if addressing a past issue with quantity, copy could read: "Now with even more protective liquid in every vial to ensure complete coverage for your largest devices." This acknowledges a potential past issue (without explicitly stating it as a failing) and frames the solution positively. Maintain a confident and reassuring tone when discussing product guarantees or protection plans.

Social Perception

Mixed to Skeptical, Concerns about Claims, Low Brand Recognition/Engagement (for screen protectors), Potential Confusion

Copy Examples

• •Headline: Your Screen. Our Fortress. Armortek. Body: Don't let a slip become a shatter. Armortek Liquid Glass offers military-grade defense for the devices you depend on. Invisible strength, undeniable protection. Protect your tech today.
• •Headline: Life’s Tough. Your Screen Shouldn’t Be. Body: Scratches? Impacts? Not on Armortek’s watch. Our advanced nano-coating provides up to 20x more scratch resistance. Live boldly, we’ve got your screen covered.
• •Headline: Peace of Mind in Your Pocket. Body: Stop fearing the drop. Armortek’s superior durability means your phone, watch, or tablet is shielded against the unexpected. Effortless application, lasting protection. What are you waiting for?
• •Social Media Post (Image: Phone with a subtly gleaming screen surviving a fall in slow motion): Text: Gravity met its match. Armortek’s 9H Sapphire Hardness shrugs off daily battles. #Armortek #ScreenProtector #Unbreakable #TechProtection #MilitaryGrade
• •Short Ad Video Script: (Scene 1: Quick cuts of phone dropping, keys scratching screen – all repelled by an invisible force) Voiceover (Confident, strong): Life throws a lot at your screen. Throw something back. (Scene 2: Close up of Armortek product being applied easily) Voiceover: Armortek. Invisible. Invincible. (Scene 3: Logo and tagline – Armortek: Military Grade Protection