Brand Tone

Empathetic, Supportive, Hopeful, Encouraging, Informative, Educational, Authentic, Relatable, Innovative, Solution-Oriented, Professional, and Credible.

Brand Values

• •Awareness
• •Empowerment
• •Compassion & Understanding
• •Community
• •Innovation
• •Authenticity
• •Hope

Best Practices

• •Lead with Empathy: Always start from a place of understanding the user's struggle. Use language that validates their experience ("We get it," "You're not alone," "It can be challenging").
• •Focus on Empowerment, Not Shame: Avoid language that could make users feel guilty or flawed. Instead, emphasize the tools and strategies that give them agency and control over their actions. Frame Keen2 as a supportive partner.
• •Maintain a Hopeful Outlook: While acknowledging the difficulties of BFRBs, consistently offer a message of hope and the possibility of positive change. Highlight success stories and the potential for growth.
• •Be Authentic and Transparent: Draw from real stories (founder, users) and be honest about what the device does and how it helps. Avoid over-promising, and acknowledge the journey aspect of managing BFRBs.
• •Educate and Inform Clearly: Explain the technology and the psychology behind BFRBs in simple, accessible terms. Provide valuable information that goes beyond just selling the product, reinforcing the brand's role as a resource. Use "you" and "we" to foster a direct, personal connection.

Social Perception

A Lifesaver/Game-Changer, Supportive & Understanding, Innovative, A Source of Hope, Community-Focused, Credible.

Copy Examples

• •Feeling trapped by hair pulling or skin picking? You're not alone, and awareness is the first step to freedom. Keen2 gently alerts you to subconscious movements, empowering you to break the cycle. Discover your 'aha!' moment. #HabitAware #BFRBsupport #YouAreNotAlone
• •The journey to manage BFRBs can feel isolating, but with HabitAware, you join a community that understands. Our founder, Aneela, built Keen2 from her own experience. Share your story, find support, and know that we're here with you. #TrichotillomaniaAwareness #SkinPickingSupport #MentalWellness
• •Regain Control. Reclaim Your Life. HabitAware's Keen2 smart bracelet empowers you with real-time awareness to overcome hair pulling, skin picking, and nail biting. Your journey to change starts now.
• •Unlock a New Level of Awareness with Keen2 ✨ (Body Snippet): Imagine a gentle nudge, right when you need it, guiding you towards mindful moments and away from unwanted habits. That's the power of Keen2.
• •Understanding Your BFRB Triggers: How Keen2 Can Help You Identify Patterns and Build Healthier Responses.