Brand Tone

Professional and Expert-Driven, Customer-Centric and Reassuring, Confident and Value-Oriented, Approachable and Honest

Brand Values

• •Quality and Efficacy
• •Expertise and Innovation
• •Customer Satisfaction and Trust
• •Value and Accessibility
• •Health and Wellbeing
• •Sustainability/Low Climate Impact

Best Practices

• •Always Lead with Expertise and Trust: Consistently reference the professional background of the founders (dental hygienist and engineer) to reinforce credibility and the science-backed nature of the product. Use phrases that imply professional endorsement or design.
• •Prioritize Customer Benefits and Solutions: Frame product features in terms of how they directly benefit the customer (e.g., whiter teeth, healthier gums, save money, feel confident). Address their pain points (e.g., expensive alternatives, ineffective brushing).
• •Maintain a Confident but Reassuring Voice: Be confident in the product's quality and effectiveness compared to competitors, but balance this with reassuring elements like the satisfaction guarantee, customer support, and the focus on gentle care.
• •Emphasize Value and Smart Choice: Continuously highlight the product's affordability in relation to its high quality. Position the purchase as a smart, informed decision rather than just a cheap alternative.
• •Keep Language Clear, Direct, and Honest: Avoid overly technical jargon where simpler terms suffice (unless explaining a key technological differentiator). Be transparent about the brand's mission and what customers can expect, reflecting the honesty mentioned in their product name inspiration.

Social Perception

Customers see the brand as a high-quality, effective, and affordable alternative to established, heavily marketed brands. The expertise of the dental hygienist is noted and appreciated, adding a stamp of quality. Users report noticeable improvements in their oral health and the brand is seen as trustworthy and customer-friendly.

Copy Examples

• •Headline: Tired of Overpaying for Clean? Discover Expert-Developed Sonic Cleaning. Body: At JTSWE, we believe premium oral care shouldn't break the bank. Developed by a dental hygienist and an engineer, our JT My sonic toothbrush delivers a superior clean, healthier gums, and a brighter smile—without the big brand markup. Experience the difference. 60-day satisfaction guarantee.
• •Headline: Real Results, Expert Backing. That's the JTSWE Promise. Body: Why choose JT My? Because it’s designed by professionals who know oral health. Our sonic technology and specially designed brush heads work together to effectively remove plaque and improve gum health. Hear from our happy customers and try it risk-free for 60 days!
• •Headline: Smart Tech, Simple Brushing, Superior Health. Body: Elevate your oral hygiene with the JT My sonic toothbrush. Five distinct brushing modes, app connectivity for personalized insights, and brush heads crafted for gentleness and efficacy. Achieve your best smile, backed by Swedish expertise.
• •Headline: Finally, an Electric Toothbrush That Puts Your Health (and Wallet) First. Body: We cut out the expensive advertising, not the quality. The JT My sonic toothbrush offers everything you need for optimal oral health—powerful sonic cleaning, multiple modes, and long battery life—at a price that makes sense. Invest in your smile, wisely.
• •Headline: The Secret to a Healthier Smile? Expertise You Can Trust. Body: Founded by a dental hygienist and an engineer, JTSWE is passionate about improving your oral health. Our JT My toothbrush is the result of dedicated research and development, offering effective, gentle, and affordable dental care. Love it, or your money back.