Brand Tone

Practical, encouraging, and accessible. It is straightforward, benefit-driven, empowering, friendly, and relatable, avoiding overly technical jargon.

Brand Values

• •Comfort and Well-being
• •Freedom and Activity
• •Practicality
• •Reliability
• •Accessibility

Best Practices

• •Lead with the Benefit: Always start with the 'why.' Instead of saying 'Our jacket has carbon fiber heating elements,' say 'Enjoy hours of warmth that lets you finish the job.' The core benefit is enduring the cold, not the technology itself.
• •Use 'You' and 'Your': Speak directly to the customer. Frame the product in the context of their life. 'Your walks will be warmer,' 'You can stay at the game longer.' This makes the copy more personal and relatable.
• •Keep it Simple and Direct: Avoid overly poetic or complex language. The tone is practical, so the copy should be easy to understand. Use active verbs and clear, concise sentences.
• •Emphasize Empowerment: Use encouraging and positive language. Words like 'conquer,' 'reclaim,' 'unleash,' and 'don't let...stop you' reinforce the value of being able to stay active regardless of the temperature.
• •Be Visually Suggestive: Use words that paint a picture of warmth and contrast it with the cold. Phrases like 'your personal campfire,' 'a shield against the cold,' or 'wrap yourself in warmth' create a strong mental image that reinforces the product's value.

Social Perception

One of cautious interest, viewed as a direct-to-consumer option in a growing market for heated apparel. Consumers compare it to established brands based on key decision-making factors like battery life, heat distribution, durability, and price. The brand is perceived as functional, with customers looking for a product that works as advertised, though it is still building its reputation and trust compared to more established competitors.

Copy Examples

• •That feeling when the cold cuts your hike short? We fixed it. The Jonule Heated Vest gives you up to 8 hours of consistent warmth, so you can stay on the trail longer. Tap to get your warmth back. #Jonule #StayWarmAnywhere #WinterProof
• •Meet the only vest you'll need this winter. With three targeted heating zones across your chest and back, the Jonule Heated Vest delivers reliable warmth right where you need it. It’s lightweight enough to wear under a jacket but powerful enough to stand on its own. Perfect for chilly morning commutes, late-season games, or just walking the dog.
• •Cold? (Person shivering at an outdoor market) Nope. (Same person, smiling, presses button on their chest) My Jonule jacket has 3 heat settings. Stay warm for hours. Link in bio to stop shivering! #HeatedJacket #WinterHacks #Jonule
• •Hi [Customer Name], we hope you're staying warm and active with your Jonule gear. Remember to fully charge your battery pack before each adventure for maximum heat! Got a photo of you conquering the cold with Jonule? Share it with us using #JonuleOfficial for a chance to be featured!
• •Cold weather is a fact. Shivering is a choice. #Jonule #HeatedVest #LifeHack