Brand Tone

Supportive & Reliable, Expert & Innovative, Direct & Encouraging

Brand Values

• •Performance & Efficacy
• •Innovation
• •Heritage & Expertise
• •American Made
• •Customer Well-being
• •Quality

Best Practices

• •Lead with Solutions, Support with Facts: Always frame your products around the clear benefits and solutions they offer (e.g., "alleviate fatigue and pain," "keeps you dryer and cooler"). Back these claims with tangible features, history, or scientific backing where appropriate (e.g., "KILLS MRSA," "100 Years").
• •Speak as the Experienced Innovator: Combine the authority that comes from a century of experience with enthusiasm for ongoing innovation. Your language should be confident and knowledgeable, yet accessible and forward-looking.
• •Prioritize Clarity and Directness: While your products might involve complex technology or design, the communication should be straightforward and easy for the target audience to understand. Get to the point about how Tenseconds improves their activity or comfort.
• •Embody "Make It Count": Let this motivational slogan subtly influence the copy. Encourage users to pursue their goals, with Tenseconds as a reliable partner in their endeavors. The tone should be empowering.
• •Ensure Uniformity Across Platforms: Whether it’s a detailed product description on the website, a concise social media update, or text on packaging, the voice should be unmistakably Tenseconds—expert, supportive, reliable, and direct. Create brand guidelines that explicitly define this tone for all content creators.

Social Perception

A provider of effective, solution-oriented products, Trustworthy and established, Practical rather than trendy, Valued by loyal customers, Subject to specific product critiques

Copy Examples

• •Stop letting foot pain dictate your day. Tenseconds® Ultra Arch Insoles are engineered with dynamic arch support and superior shock absorption to provide the lasting comfort you need to conquer your goals. Make every step forward count.
• •Beyond Fresh. Beyond Clean. Tenseconds® Disinfectant + Deodorizer is your lab-tested defense, eliminating 99.9% of odor-causing bacteria and fungus, including MRSA. Trusted by athletes for gear that’s truly game-ready. Spray on confidence.
• •Your ambition deserves laces that can keep up. For over 80 years, Tenseconds® All-Pro® Laces have been the proven choice for unyielding strength and a locked-in fit. Made in the USA. Built to perform. Tie up, triumph.
• •A legacy of innovation, woven into every fiber, molded into every insole. For 100 years, Tenseconds® has been dedicated to advancing athletic performance and everyday comfort. Experience a century of expertise at your feet.
• •Ready to push your limits? So are we. Tenseconds® gear is designed to support every stride, every jump, every victory. Tell us how you’re making it count this week! #TenSeconds #MakeItCount #FootPerformance #AthleteSupport