Brand Tone

professional, informative, empathetic, clinical, benefit-driven, expert, scientific-sounding

Brand Values

• •Health and Wellness
• •Innovation and Quality
• •Customer-Centricity
• •Education

Best Practices

• •Lead with the "Why": Always start by addressing the problem of a sedentary lifestyle and the pain points of the target audience. This establishes an empathetic connection before introducing the product as the solution.
• •Use Authoritative and Educational Language: Incorporate terms like "active sitting," "spinal alignment," "core activation," and "patented technology" to reinforce the brand's expertise and the scientific basis of its products.
• •Show, Don't Just Tell, with Testimonials: Let the voices of satisfied customers, especially professionals like doctors and ergonomists, be a central part of the copy. Their stories provide powerful social proof and align with the brand's values.
• •Emphasize Long-Term Value Over Price: Acknowledge the investment required but immediately pivot to the long-term benefits for health, productivity, and quality of life. Frame it as an investment in well-being, not just a purchase.
• •Maintain a Professional and Supportive Voice: Avoid overly casual or slang language. The tone should be consistently supportive and professional, reflecting the serious nature of the health concerns the brand addresses.

Social Perception

high-end, specialized solution for individuals with back problems or those serious about investing in their long-term health; credible, with endorsements from medical professionals and positive customer reviews; a worthwhile investment despite the price; a more advanced and effective alternative to other ergonomic solutions.

Copy Examples

• •Don't just sit. Sit strong. Your office chair is either working for you or against you. Spinalis chairs, with their patented active sitting technology, turn every moment at your desk into an opportunity to strengthen your core and improve your posture. It's time to demand more from your chair.
• •The antidote to the 9-to-5 slump. Feeling drained and sore after a day at your desk? It's not you, it's your chair. Spinalis's dynamic seat keeps you moving, boosting energy and focus. Experience the difference active sitting can make.
• •Invest in your spine. It's the only one you've got. Chronic back pain shouldn't be a side effect of your career. Recommended by doctors and chiropractors, Spinalis chairs are engineered to relieve pressure on your spinal discs and promote a healthy, natural posture. A pain-free workday is possible.
• •From back pain to back strength. Hear from our community of over 100,000 satisfied users who have transformed their relationship with sitting. Spinalis didn't just eliminate their back pain; it helped them build a stronger, more resilient core. Read their stories.
• •European design. A healthier you. Meticulously crafted in Europe, Spinalis chairs are more than just furniture; they're a commitment to your well-being. Experience the superior quality and innovative design that has garnered over 20 international awards.