Brand Tone

Authoritative & Educational, Concerned & Protective, Empowering & Reassuring, Professional & Innovative, Direct & Clear

Brand Values

• •Integrity: We incorporate cutting edge research to make sure our products identify and measure novel toxins that are legitimately dangerous for your health at environmentally relevant doses.
• •Innovation: We constantly strive to develop state of the art technology that enables the transportation and hospitality industries to detect smoke in ways not previously possible.
• •Impact: We believe that it is a universal, human right to live in carcinogenic-free environments pursuant to the United Nations' Article 25 of the Universal Declaration of Human Rights. This also translates to a commitment to public health and safety by raising awareness of THS.
• •Accessibility: Providing easy-to-use, instant-result test kits for a broad audience.
• •Health & Safety: The core of their mission is to protect people from the harmful effects of thirdhand smoke.

Best Practices

• •Prioritize Education: Always aim to inform the audience about thirdhand smoke, its risks, and how Knowsmoke provides a solution. Use clear, accessible language, even when referencing science.
• •Maintain an Authoritative yet Empathetic Voice: Back claims with evidence and scientific information where possible, but always connect it back to the human impact – protecting health and providing peace of mind.
• •Be Solution-Oriented: Focus on how Knowsmoke empowers users to create safer environments. The tone should be about providing a tool for positive action, not just highlighting a problem.
• •Ensure Clarity and Simplicity: Especially in product descriptions and instructions, use direct, easy-to-understand language to avoid confusion and build trust in the product's usability.
• •Tailor to the Platform, but Keep Core Values Consistent: While LinkedIn copy might be more formal and data-driven, and Instagram more visual and engaging, the underlying values of integrity, innovation, impact, and health should resonate through all communications.

Social Perception

Knowsmoke is perceived as a provider of a necessary and effective tool to detect unseen contamination and ensure healthier environments. They are seen as a credible and reliable source for THS detection, contributing to educating the public on this issue.

Copy Examples

• •Headline: Is Your Home Truly Smoke-Free? Detect Hidden Thirdhand Smoke. Body: You can't always see or smell it, but thirdhand smoke leaves harmful residues on surfaces. Knowsmoke’s Ion Home test kit gives you instant, accurate results, empowering you to protect your family’s health. Breathe easier, knowing for sure. Learn more at knowsmoke.com. (Tone: Concerned, Empowering, Direct)
• •Headline: The Science of Safe Air. The Power of Knowsmoke. Body: Backed by research, Knowsmoke kits are engineered to detect nicotine and cotinine residues with 99% accuracy. Our mission: a universal standard for clean indoor spaces. Trust the experts in thirdhand smoke detection. Discover the science at knowsmoke.com/science. (Tone: Authoritative, Innovative, Professional)
• •Headline: Don't Let Thirdhand Smoke Be an Unseen Tenant. Body: For landlords and property managers: Ensure your properties are truly smoke-free between tenants. Knowsmoke test kits provide immediate, reliable evidence of nicotine residue, helping you maintain healthier living spaces and enforce no-smoking policies. Protect your investment and your tenants. (Tone: Empowering, Professional, Direct)
• •Headline: That Used Car Smell Could Be More Than You Bargained For. Body: Thirdhand smoke in vehicles can expose you and your passengers to toxic residues. Before you buy, use Knowsmoke's Ion Auto test for instant peace of mind. Drive cleaner, drive healthier. Get your kit today. (Tone: Concerned, Protective, Direct)
• •Headline: Your Right to a Carcinogen-Free Environment. Made Simple. Body: At Knowsmoke, we believe everyone deserves to live and work in spaces free from harmful smoke residues. Our easy-to-use test kits are your first step to identifying and addressing thirdhand smoke. Take control of your air quality. (Tone: Impact-driven, Empowering, Accessible)