Brand Tone

Empathetic and Understanding, Supportive and Empowering, Professional and Trustworthy, Friendly and Approachable

Brand Values

• •Comfort and Well-being
• •Quality and Support
• •Community
• •Empathy

Best Practices

• •Lead with Empathy
• •Focus on Benefits, Not Just Features
• •Maintain a Supportive and Uplifting Voice
• •Build a Genuine Community
• •Be Authentic and Transparent

Social Perception

Deep Skepticism and Distrust, Poor Product Quality, Lack of Credibility

Copy Examples

• •12-hour shifts. Endless rounds. Your feet deserve a break. Our Ortho-Pro sneakers are designed by nurses, for nurses, to give you cloud-like comfort from clock-in to clock-out. Wear what feels good.
• •Meet your new favorite work shoe. The Ortho-Cloud slip-on combines a fluid-resistant upper with our patented arch support insole. Because we believe that caring for others starts with caring for yourself. Step into relief.
• •It started with a conversation with a nurse friend who was tired of sacrificing comfort for style (and vice-versa). We knew there had to be a better way. NURSE BABE was born from a simple mission: to give back to the healthcare community, one comfortable and supportive step at a time.
• •Ready to take on the day. And the night. And whatever comes next. #NurseBabe #NursesOfInstagram #ComfortInCare
• •Your feet carried you through another shift. Time to give back.