Brand Tone

Empowering & Supportive, Educational & Informative, Relatable & Authentic, Positive & Non-Restrictive, Approachable & Friendly, Results-Oriented (with a focus on sustainability)

Brand Values

• •Balance & Flexibility
• •Personalization
• •Science-Backed Approach
• •Education & Empowerment
• •Sustainability (Lifestyle & Results)
• •Holistic Well-being
• •Authenticity
• •Community & Support
• •Quality (in new product line)

Best Practices

• •Lead with Empowerment and Possibility: Always frame communication around what users can achieve and enjoy. Use positive language and avoid jargon that makes health feel complicated or restrictive. Highlight the freedom and confidence that come from understanding and nourishing their bodies correctly.
• •Weave in the \"Why\" – Education and Sustainability: Briefly explain the science or rationale behind the approach in simple terms. Connect features (like personalized plans) to long-term benefits (like sustainable habits and understanding one's own body), reinforcing that equ is about lasting change, not a temporary diet.
• •Maintain Authenticity and Relatability: Use a conversational style. Share user stories (with permission) and reference the founders' journey where appropriate. Acknowledge that health journeys have ups and downs, positioning equ as a supportive partner.
• •Emphasize Personalization at Every Opportunity: Remind the audience that equ’s approach is tailored. Use phrases like \"your plan,\" \"for your body,\" \"unique needs\" to reinforce that this isn't a generic solution.
• •Ensure Consistency Across All Touchpoints: The tone should be consistent from social media ads and website copy to in-app messages, coach communications, and even customer service interactions. Develop internal brand voice guidelines to help all team members communicate cohesively.

Social Perception

Effective for Transformation, Appreciation for Non-Restrictive Eating, Supportive Coaching, Educational Value, App Functionality (Mixed), Cost Considerations, Growing Brand Recognition, Credibility of Founders, Supplement Line Perception

Copy Examples

• •Instagram Post (Image: Vibrant, healthy meal that looks indulgent): Text: \"Think achieving your health goals means giving up your favorite foods? Think again! 😉 At equ, we're all about #BalanceNotRestriction. Our science-backed, personalized plans are designed so you can enjoy delicious meals (yes, even pasta!) while transforming your body and mind. Ready to love your food and your results? Tap the link in bio to start your journey! #equfoods #PersonalizedNutrition #FoodFreedom #HealthyHabits\" (Tone: Positive, Empowering, Relatable)
• •Facebook Ad (Carousel: 1. App interface, 2. Coach photo, 3. Happy client photo): Headline: Finally! Nutrition That Fits YOUR Life. Body: \"Stop the diet rollercoaster. 🎢 equ offers personalized meal plans, expert 1:1 coaching, and an easy-to-use app to help you understand your body and build habits that last. No crazy restrictions, just real food and real results. Join thousands of Aussies transforming their health! Learn more & take our quiz.\" Button: Get Started (Tone: Supportive, Educational, Results-Oriented)
• •Website Banner (Homepage): Text: \"Transform Your Body. Free Your Mind. Eat What You Love. Discover the equ difference – personalized nutrition for lasting results.\" (Tone: Empowering, Positive, Concise)
• •Email Subject Line (to new subscriber): Subject: 👋 Welcome to equ! Ready to Ditch Dieting for Good? Body Snippet: \"Hi [Name], thanks for joining the equ community! We believe that true health transformation starts with understanding your body and enjoying your food – not endless restrictions. Our founders lost over 50kg combined using this very philosophy...\" (Tone: Approachable, Authentic, Educational)
• •Product Description (for a new protein powder): Headline: Fuel Your Gains, Delight Your Tastebuds. Body: \"Meet your new favorite protein! equ [Protein Flavor] is more than just fuel; it’s a delicious, creamy treat packed with premium ingredients to support your personalized nutrition goals. Expertly crafted to blend seamlessly into your equ plan and your lifestyle. Because getting stronger shouldn't mean compromising on taste. #equSupplements #PremiumProtein #DeliciouslyHealthy\" (Tone: Positive, Quality-Focused, Supportive)