Brand Tone

Innovative & Tech-Forward, Authoritative & Expert, Performance-Oriented & Athletic, Confident & Assuring, Accessible (for APEX line) yet Premium (for Custom line)

Brand Values

• •Innovation & Technology
• •Protection & Safety
• •Accuracy & Precision
• •Comfort & Fit
• •Performance Enhancement
• •Quality
• •Customization & Personalization

Best Practices

• •Emphasize "Precision" and "Technology": Consistently use terms like "3D scanning," "3D printed," "digital accuracy," "scientifically advanced," and "engineered" to reinforce the high-tech nature of the brand.
• •Focus on Athlete Benefits (Protection, Performance, Comfort): Frame product features in terms of how they directly benefit the athlete – better safety, enhanced ability, superior comfort leading to better focus.
• •Use Strong, Confident Language: Employ assertive and direct language. Avoid hesitant or overly casual phrasing. Words like "revolutionary," "unparalleled," "superior," and "ultimate" can be used where appropriate.
• •Maintain an Authoritative yet Accessible Voice: While showcasing expertise and scientific backing, ensure the language is understandable to the target athlete. For the APEX line, the tone can be slightly more about accessibility to this advanced technology.
• •Showcase Credibility through Partnerships and Athlete Use: Subtly weave in mentions of professional athlete usage, and partnerships with leagues like the UFC, NFL, NHL etc., to build trust and reinforce the brand's standing in elite sports.

Social Perception

Positive for Fit and Comfort, Seen as High-Tech and Innovative, Valued by Serious Athletes, Good Customer Service (Implied), Price Consideration, Occasional Durability/Fit Concerns

Copy Examples

• •Headline: Unlock Your Edge: The Science of a Perfect Fit. Body: Stop settling for bulky, ill-fitting mouthguards. GuardLab’s 3D-scanned, custom-fit technology delivers unparalleled protection and comfort, so you can focus on your game, not your guard. Experience the difference precision makes.
• •Headline: Dominate Your Sport. Protect Your Victory. Body: Trusted by UFC fighters and pro athletes worldwide, GuardLab offers the most advanced mouthguard technology available. Our ARC™ guards are engineered not just for impact absorption, but to optimize alignment and airflow, helping you perform at your peak when it matters most.
• •Headline: Beyond Boil-and-Bite: This is 3D Protection. Body: Introducing the APEX™ Guard by GuardLab. Featuring our innovative pre-indented APEX Bite Pattern, it’s the closest you'll get to a custom fit, without the scan. Superior comfort, enhanced protection, ready for action.
• •Headline: Your Teeth, Your Tech, Your Triumph. Body: GuardLab puts cutting-edge dental science in your corner. From at-home impression kits to precise 3D scans, we craft mouthguards that are as unique as your ambition. Design yours today and wear your confidence.
• •Headline: The Future of Athlete Safety is Here. And It's Custom-Molded. Body: Don't leave your protection to chance. GuardLab's 3D printing process ensures a flawless fit for maximum impact dispersal and stability. Invest in your safety, invest in your performance. Made in the USA.