Brand Tone

Empathetic & Reassuring, Practical & Direct, Confident & Trustworthy, Positive & Empowering, Eco-Conscious

Brand Values

• •Comfort & Well-being
• •Reliability & Effectiveness
• •Discretion & Dignity
• •Sustainability
• •Customer Empowerment

Best Practices

• •Understand Your Audience Deeply: Always write with the customer's specific needs, concerns, and aspirations in mind. Use language they use and relate to. For Everdries, this means acknowledging the sensitivity around periods and incontinence with empathy.
• •Focus on Benefits, Not Just Features: While features (e.g., "absorbs 2 tampons worth") are important, always connect them to the benefit for the customer (e.g., "so you can go about your day without a worry"). The benefit is the confidence and freedom.
• •Maintain a Consistent Voice Across All Channels: Whether it's the website, email, or any potential future social media, the tone should feel familiar and aligned. Avoid being overly formal in one place and extremely casual in another. For Everdries, this means consistently being reassuring, practical, and empowering.
• •Use Storytelling and Testimonials: Share real (or relatable hypothetical) stories of how the product has helped others. Customer testimonials are powerful for building trust and reinforcing the brand's empathetic and problem-solving nature.
• •Develop a Brand Style Guide: Create a simple document outlining key brand voice characteristics, "words we use," "words we avoid," and examples of on-brand copy. This helps ensure anyone writing for the brand stays consistent. For Everdries, this might include phrases like "leak-proof confidence," "discreet protection," and avoiding overly clinical or alarming language.

Social Perception

Problem Solver, Comfortable Alternative, Confidence Booster, Good Value/Investment, Trustworthy

Copy Examples

• •Headline for a social media ad: Tired of the worry? Embrace leak-proof confidence with EverDries. Finally, underwear that keeps up with your life.
• •Email subject line: Your Secret to All-Day Comfort & Dryness is Here.
• •Product page snippet: Live freely, without a second thought. EverDries feel just like your favorite undies, but with the powerful, discreet protection you deserve. Period days, LBL, or postpartum – we’ve got you covered.
• •Instagram caption (if they had one): Why let leaks dictate your day? Our EverDries are designed for ultimate comfort and absorbency, so you can focus on what truly matters. #PeriodProof #LeakProofLiving #SustainableChoice #EverDriesConfidence
• •Retargeting ad copy: Still thinking about worry-free days? EverDries offers the discreet, super-absorbent comfort you've been looking for. Try them risk-free and rediscover your confidence.