Brand Tone

Empowering and Reassuring

Brand Values

• •Patient Empowerment: Enabling individuals to manage their knee pain effectively from home and regain control over their lives and activity levels.
• •Clinical Efficacy & Science-Backed Solutions: A strong emphasis on 'clinically proven' results and 'FDA-cleared' technology, highlighting the scientific basis and effectiveness of their therapy.
• •Innovation: Committed to providing 'game changing' and 'innovative' healthcare solutions, leveraging technology (like the app-controlled device and NMES) to improve patient outcomes.
• •Accessibility: Striving to make their high-quality care solutions more accessible by moving to a direct-to-consumer model without the need for a prescription.
• •Improving Quality of Life: The ultimate goal is to help people live fuller, more active lives free from the limitations of knee pain.
• •Integrity & Trust: Building confidence through transparency about how the product works, its development history, and sharing user experiences.

Best Practices

• •Develop Comprehensive Brand Voice Guidelines: Create a detailed document outlining the brand's personality, tone (Empowering, Reassuring, Supportive, Innovative), approved vocabulary, phrases to avoid, and examples of on-brand copy for different platforms. This should be the go-to resource for anyone creating content.
• •Prioritize Patient Empowerment in All Communications: Ensure messaging consistently focuses on what the user can *achieve* and *regain* with Motive Health. Use active language that inspires confidence and control (e.g., 'Take control,' 'Reclaim your activities,' 'Empower your journey').
• •Always Back Claims with Credibility: When discussing benefits, consistently refer to 'FDA-cleared,' 'clinically proven,' or 'science-backed' aspects to maintain the reassuring and trustworthy element of the tone. Avoid making claims that cannot be substantiated.
• •Train All Content Creators and Customer-Facing Staff: Ensure everyone who communicates on behalf of the brand, from marketers to customer support, understands and can effectively implement the brand voice. Regular training sessions and feedback can help maintain consistency.
• •Adapt Tone for Platform, Not Personality: While the specific *tone* might vary slightly (e.g., more informal on TikTok vs. professional on LinkedIn), the core *brand personality* (Empowering, Reassuring, Innovative, Supportive) must remain consistent across all channels. The underlying message of empowerment and trust should always shine through.

Social Perception

Positive View by Users (experiencing relief); Credibility through Clinical Backing; Mixed App Experience; Innovative Healthcare Solution; Empathetic Brand

Copy Examples

• •Headline: Don't Let Knee Pain Dictate Your Life. Take Control with Motive. Body: Tired of knee pain holding you back? The FDA-cleared Motive Knee therapy empowers you to strengthen your muscles, reduce pain, and reclaim the activities you love. Clinically proven, at-home relief is finally within reach. Your journey to better movement starts now.
• •Social Media Post (Image: Person hiking/gardening joyfully): Remember what it felt like to move without thinking twice? Motive Health is here to help you rediscover that freedom. Our innovative, FDA-cleared knee therapy strengthens the source of your pain, so you don't just mask it – you manage it. Get back to your passions, stronger than ever. #MotiveHealth #KneePainRelief #EmpoweredMovement #ClinicallyProven
• •Email Subject: Is Knee Pain Slowing You Down? Science-Backed Relief is Here. Body: Imagine a life with less knee pain and more mobility. At Motive Health, we've turned that vision into a reality for thousands. Our FDA-cleared device uses clinically proven neuromuscular stimulation to target quad weakness, a key contributor to knee pain. It's non-invasive, easy to use at home, and designed to deliver lasting results. Learn how Motive can empower your recovery.
• •Short Ad Copy: Lasting Knee Pain Relief. FDA-Cleared. At-Home Therapy. Motive Health strengthens your knee from within, reducing pain and improving mobility. Clinically proven results. Take the first step towards an active life. Visit mymotive.com.
• •Website Pop-Up/Banner: Ready to Move Freely Again? Discover Motive Knee: The empowering, clinically proven, FDA-cleared therapy designed to help you conquer knee pain from the comfort of your home. Learn More & Reclaim Your Motive.