Brand Tone

Caring & Empathetic, Informative & Scientific, Supportive & Encouraging, Trusted & Established (for therapeutic products); Modern & Stylish, Practical & Solution-Oriented, Customer-Focused & Reliable (for pergolas)

Brand Values

• •Well-being: Prioritizing health, comfort, and pain relief for people, horses, and dogs (therapeutic products).
• •Innovation: Utilizing unique Welltex® and Iontex® fabric technology based on scientific principles (therapeutic products).
• •Quality & Efficacy: Providing products that deliver tangible therapeutic benefits (therapeutic products).
• •Quality & Durability: Offering high-quality, weather-resistant outdoor solutions (pergolas).
• •Style & Modern Living: Enhancing outdoor aesthetics and lifestyle (pergolas).

Best Practices

• •Define and Document Your Core Tones: Clearly identify the primary and secondary tones for each distinct product line (e.g., "Caring & Informative" for therapeutic; "Modern & Practical" for pergolas). Create a simple style guide.
• •Understand Your Audience for Each Product Line: Tailor the language and emphasis based on whether you're speaking to someone seeking pain relief for their animal or someone looking to enhance their home's outdoor space.
• •Focus on Benefits, Backed by Features: While explaining the "how" (e.g., Welltex technology, motorised louvres) is important for an informative tone, always lead with the "why" – the tangible benefits for the customer (e.g., pain relief, comfort, extended outdoor living).
• •Use Consistent Terminology: Employ the same names for products, technologies (Welltex®, Iontex®), and features across all communications to build recognition and trust.
• •Maintain Authenticity and Empathy (especially for therapeutic products): When discussing health and well-being, use language that is genuine, understanding, and avoids overly technical jargon unless clearly explained. Show you understand the customer's challenges and aspirations.

Social Perception

Generally perceived positively as a reputable brand providing effective therapeutic products (Back on Track); Perceived as a provider of high-quality, stylish, and functional outdoor living solutions (Welltex NZ pergolas).

Copy Examples

• •Feel the Difference. Heal Faster. Live Better. Rediscover comfort and an active life with Welltex® technology. Our therapeutic products for you, your horse, and your dog reflect your body's own energy to increase circulation, soothe muscles, and speed recovery. Experience the Back on Track effect.
• •For Your Companion's Comfort: Therapeutic Support That Works. Give your horse or dog the gift of relief and improved mobility. Back on Track's Welltex®-infused blankets, leg wraps, and beds are clinically proven to reduce pain and inflammation, helping them feel their best. Because their well-being is everything.
• •Prepare. Perform. Recover. Repeat. Maximize your potential and your animal's performance with Back on Track. Our innovative Welltex® and Iontex® fabrics help prepare muscles for activity, support them during exertion, and accelerate recovery afterwards. Stay in the game, naturally.
• •Don't Let Aches Hold You Back. Living with joint stiffness or muscle discomfort? Back on Track offers a range of human products designed with Welltex® technology to ease your everyday aches and promote better movement. It’s time to get back to doing what you love.
• •The Science of Well-Being. The Art of Healing. Back on Track's Welltex® technology harnesses your body's natural infrared energy to stimulate blood flow and support healing. Trusted by riders, trainers, and pet owners worldwide for effective, non-invasive relief.