Brand Tone

Caring, Protective, and Empowering. It is also Trustworthy and Direct.

Brand Values

• •Family & Community Protection
• •Problem-Solving & Innovation
• •Health & Wellness
• •Safety & Efficacy
• •Confidence

Best Practices

• •Always Lead with the "Why": Start with the core motivation protection. Whether it's a social media post or website copy, frame the message around the value of keeping loved ones safe. Use emotive, protective language like "safeguard," "defend," and "protect."
• •Use the "Compelled" Narrative: Consistently weave the origin story and the meaning behind the name "Compel" into your marketing. This story of a founder "compelled" to find a solution is a powerful and authentic differentiator that builds trust.
• •Speak Directly to Your Niche: Tailor content to the specific concerns of parents and athletes in high-contact sports. Use their language, understand their pain points (e.g., "mat funk," "locker room germs"), and offer COMPEL as the direct, empathetic solution.
• •Balance Protection with Care: Continuously highlight the dual benefit: powerful germ-fighting action AND gentle, moisturizing care. This counters the common consumer expectation that effective sanitizers must be harsh and drying.
• •Maintain a Confident and Empowering Tone: Use strong, active verbs and a confident tone. Position the brand and the customer as proactive and empowered. The tagline "Clean Confidence" should be a guiding principle for all copy, ensuring the message is one of strength and assurance, not fear.

Social Perception

The social perception is niche and targeted, primarily within youth sports communities. Engagement is positive but limited, and there is potential brand confusion due to the 'Compel Ring' product.

Copy Examples

• •Headline: Don't Let Skin Infections Sideline Your Champion. Body: The mat is their arena. The field is their kingdom. But the locker room? It's a battleground for germs. COMPEL is the game-changing, alcohol-free skin cleanser created by a wrestling mom to protect athletes from the toughest skin threats. Keep them safe, confident, and in the game. #CleanConfidence #GetCompel
• •Headline: Protection That Lasts. Moisture That Stays. Body: Why choose between sanitized and soft? COMPEL's unique formula offers lasting protection against bacteria, viruses, and fungus long after it dries, all while moisturizing your skin. Tough on germs, gentle on you. That 's the COMPEL solution.
• •Video shows a quick wipe-down of wrestling headgear, gym bags, and hands. On-screen text: What 's in your athlete 's gym bag? Voiceover: Stop worrying about what comes home from practice. COMPEL cleans and protects everything from skin to gear without the harsh alcohol. One solution for their skin, their equipment, and your peace of mind. Hashtags: #AthleteLife #MomHack #WrestleTok #KeepItClean #GetCompel
• •Headline: We 're Compelled By A Mission to Protect. Body: It started with a problem every sports parent fears: a recurring skin infection that wouldn't quit. Frustrated by products that were harsh, drying, or simply didn't work, our founder Tricia Ringer was compelled to create a better solution. COMPEL isn't just a product; it 's our promise to protect your family with the same passion we protect our own.
• •Headline: GetCompel ® Official | Skin & Surface Cleanser. Description 1: Alcohol-Free Protection. Moisturizing, long-lasting formula. Description 2: Trusted by athletes. Keep your family safe from germs. Shop Now.