Brand Tone

Authentic, Encouraging, and Knowledgeable

Brand Values

• •Performance
• •Quality & Natural Ingredients
• •Authenticity
• •Community
• •Sustainability

Best Practices

• •Lead with the "Why": Always connect the product back to the founders' authentic story. Phrases like "Born in a locker room" or "Developed by athletes for athletes" reinforce credibility.
• •Speak the Athlete's Language: Use direct, relatable, and sometimes gritty language to describe the problem ("funk," "stench," "stinky gear") before presenting the fresh, clean solution. This shows you understand the customer's world.
• •Focus on Performance, Not Just Scent: Frame the product as a piece of essential gear maintenance that supports an athletic lifestyle. The benefit isn't just smelling good; it's about taking care of your investment and staying focused on your goals.
• •Highlight the Natural Difference: Consistently mention the "all-natural," "chemical-free," and "alcohol-free" aspects. This is a key differentiator and a core value that resonates with the target audience.
• •Maintain an Encouraging & Aspirational Voice: Use active, positive language. The brand should feel like a supportive teammate or coach, encouraging customers to "Strive On" and perform at their best.

Social Perception

Customers view GOeSPRAY as a highly effective and trustworthy solution created by people who genuinely understand the problem, appreciating its credibility due to founder's athletic background, its proven effectiveness in eliminating odors, and its high-quality natural ingredients and packaging.

Copy Examples

• •Instagram Post (Image: A pair of well-worn hockey skates): Headline: Sweat. Goals. Glory. Not Stank. Body: You leave it all on the ice. Your gear shouldn't smell like it for the rest of the week. Founded by an Olympian, GOeSPRAY is the all-natural gear deodorizer that actually works. Keep your gear fresh, so you can focus on your next win. #StriveOnStayFresh #GearCare #HockeyLife
• •Facebook Ad (Video: Quick cuts of different athletes —a climber, a dancer, a cyclist —spraying their gear): Headline: The Pro-Athlete's Secret to Fresh Gear. Body: From Olympic ice to the climbing gym, athletes know that foul odor is a performance killer. That's why we created GOeSPRAY. Our all-natural, essential oil formula eliminates odor at the source without harsh chemicals that damage your gear. It's time to stop smelling like your workout.
• •Website Banner: Text: Your Gear Works Hard. So Does Our Spray. Sub-text: The Olympian-developed, all-natural solution to finally eliminate odor from your unwashable sports equipment. Button: Shop The Fix
• •Email Marketing Subject Line: Subject: That smell in your gym bag? We can help.
• •Product Description Snippet: "Created out of necessity in an Olympic locker room, GOeSPRAY is tough on odor but gentle on your high-performance gear. Our alcohol-free blend of essential oils like peppermint and tea tree doesn't just cover up smell —it neutralizes it, extending the life of your equipment and letting you get back to what you do best: striving."