Brand Tone

Supportive, Knowledgeable, and Reassuring

Brand Values

• •Quality & Efficacy
• •Innovation
• •Accessibility
• •Empowerment
• •Trust

Best Practices

• •Lead with the Benefit, Support with the Feature: Always start by addressing the user's need. Then, explain how the product's features make that benefit possible.
• •Use Empowering Language: Frame the copy around what the user can do with the support, not just what the product does. Use active verbs like "reclaim," "achieve," "master," and "continue" to inspire confidence.
• •Maintain a Knowledgeable, Not Clinical, Tone: While it's important to use technical terms to build credibility, always explain them in the context of user benefit. Avoid overly medical jargon that could alienate or confuse the average customer. The goal is to be an expert guide, not a dry medical textbook.
• •Emphasize "Active Lives" Inclusively: Ensure imagery and language represent a wide range of activities and people—from gardeners and walkers to runners and athletes. This reinforces the brand value of accessibility for "everyone."
• •Build Trust in Every Message: Consistently mention the brand's foundation in "sports therapy expertise" and its commitment to "quality." This reinforces the core reasons why a customer should choose Kedley over a competitor, building long-term brand trust.

Social Perception

Reliable and Effective No-Nonsense Brand

Copy Examples

• •Headline: Don't Let Pain Set the Pace. Sub-headline: With intelligent support from Kedley, you're in control of your recovery and your active life. Engineered for stability, designed for movement.
• •Experience the difference of our Aero-Tech Knee Support. Crafted with breathable, multi-zone compression fabric, it provides targeted stability to the patella and surrounding ligaments. It's not just support; it's the confidence to move forward.
• •Your ambition shouldn't be sidelined by instability. Our Pro-Light Ankle Support delivers medical-grade stability without the bulk, so your focus stays on the finish line. Move with intelligence. Move with Kedley.
• •Subject: Aches holding you back? Here's how to manage them. Preview Text: Expert insights and the right support for your journey back to full strength.
• •We believe that an active life is a better life. That's why we blend sports therapy expertise with material innovation—to create support that you can trust. From the everyday to the extraordinary, our mission is to keep you moving.