Brand Tone

The predominant brand tone for Dr. Heff's is: Scientific and Authoritative (language is precise and backed by research, speaks from expertise), Trustworthy and Reassuring (builds confidence, safe, effective, professional), Educational (informs about oral health science), Professional (avoids slang, casual language, aggressive sales tactics; clean, direct, health-focused communication).

Brand Values

• •Scientific Efficacy
• •Prevention over Treatment
• •Health and Wellness
• •Transparency and Trust
• •Innovation

Best Practices

• •Lead with the "Why": Always start with the core purpose: prevention and scientifically-backed oral health. Every piece of copy should connect back to the mission of helping people maintain healthy teeth.
• •Leverage Authority: Consistently use phrases like "Dentist-Developed," "Scientifically-Proven," and "University-Tested." Mention the founders, Dr. Heffernan and Dr. Edwards-Lunn, to reinforce the human expertise behind the brand.
• •Educate, Don't Just Sell: Use copywriting as a tool to teach your audience about oral science in simple terms. Explain what pH balance, remineralization, and xylitol are. An informed customer is more likely to become a loyal advocate.
• •Use Precise Language: Avoid vague marketing claims. Instead of "makes your teeth better," use specific, benefit-driven language like "Neutralizes plaque acid," "Helps remineralize tooth enamel," and "Reduces the bacteria that cause tooth decay."
• •Maintain a Professional & Reassuring Voice: The copy should always sound like it's coming from a trusted healthcare professional. It should be calm, clear, and confident. Avoid hype, exclamation points, and overly casual phrasing to maintain the brand's authoritative and trustworthy persona.

Social Perception

Dr. Heff's is perceived as a premium, niche brand for the educated, health-conscious consumer. It holds high Credibility due to its "dentist-developed" aspect, consistently highlighted in reviews and media. It's seen as Effective, with users reporting tangible benefits. It is viewed as a Niche Product, a "dental supplement" rather than a simple breath mint, appealing to a specific audience willing to pay a premium for proven health benefits.

Copy Examples

• •Your lunch break shouldn't have to damage your teeth. Neutralize harmful food acids and start repairing enamel the moment you finish eating. Dr. Heff's is your smile's personal bodyguard.
• •Did you know your teeth are in a constant battle between decay and repair? Our mints, developed by dentists, give your teeth the advantage by delivering Xylitol and Calcium Phosphate right where they're needed to remineralize and strengthen enamel. It's oral science, simplified.
• •More than a mint. This is a dental supplement. Each mint is a dose of our patented formula, scientifically proven to reduce plaque, neutralize acid, and rebuild tooth structure. Invest in the long-term health of your smile, not just a moment of freshness.
• •As dentists, we saw too many patients struggling with preventable decay. So we created the solution. Dr. Heff's was born from a desire to bring preventative dental care out of the bathroom and into your daily life. Trust your oral health to real dental experts.
• •Stop decay. Start repairing. The dentist-developed mint that works.