Brand Tone

The brand tone of Muse is predominantly Scientific, Empathetic, and Aspirational. It uses technical terms to establish credibility, acknowledges meditation difficulties with encouraging language, and focuses on transformative outcomes like gaining focus, managing stress, and improving sleep to empower users.

Brand Values

• •Scientific Validation
• •Accessibility to Well-being
• •Human-Centered Technology
• •Innovation
• •Empowerment

Best Practices

• •Bridge Science with Simplicity: Always start with the scientific credibility (EEG, neurofeedback) but immediately translate it into a simple, tangible benefit for the user (e.g., "translates your brainwaves into the sound of weather"). This makes the technology approachable, not intimidating.
• •Lead with Empathy: Acknowledge the user's struggle. Use phrases like "Meditation is hard," "If you struggle to focus," or "For those of us with a busy mind." This builds rapport and positions Muse as the ideal solution.
• •Focus on the "How": Don't just state that Muse helps you focus. Explain how. Describe the real-time audio feedback loop (calm mind = quiet weather, busy mind = louder weather) as this is the core differentiator and the "aha!" moment for potential customers.
• •Use Aspirational and Empowering Verbs: Frame the user journey with strong, action-oriented verbs. Use words like Train, Unlock, Discover, Master, Build, Transform, Empower. This shifts the narrative from Muse being a passive device to an active tool for self-improvement.
• •Leverage Social Proof and Credibility: Consistently weave in testimonials, expert endorsements (neuroscientists, doctors), and mentions of institutional use (Mayo Clinic, NASA). This reinforces the brand's value of scientific validation and builds trust, justifying the premium price point.

Social Perception

The public perception of Muse is generally positive, seen as effective for beginners and motivating due to its gamified experience and data-driven insights. However, there are common criticisms regarding its high price point, skepticism about the accuracy of its measurements, mixed reviews on sleep tracking comfort, and backlash concerning its premium subscription model.

Copy Examples

• •Your mind is a noisy place. Muse is the off switch. Get real-time feedback that teaches you to find your calm.
• •Don't just hope for a better night's sleep. Train for it. Our EEG-powered headband guides you to a deeper, more restorative rest. Wake up ready for anything. #MuseS #SleepScience #Biohacking
• •It's not magic, it's neuroscience. Muse uses 7 research-grade EEG sensors to translate your brainwaves into real-time guidance. Used by researchers at NASA and Mayo Clinic, now available for your living room. Learn more.
• •Stop guessing if you're meditating correctly. Start knowing. See your mind's activity in real-time and discover the power to focus, your way. Shop Muse 2.
• •What do calm brainwaves sound like? 🧠 🔊