Brand Tone

Professional, Reassuring, and Innovative

Brand Values

• •Scientific Credibility
• •Comprehensive Safety
• •Technological Innovation
• •Quality and Reliability
• •Care

Best Practices

• •Prioritize "Proven" over "Promised": Always lead with data and certifications. Instead of saying "our products work well," say "our products are ISO 21702 certified to kill 99% of viruses." This reinforces the core value of scientific credibility.
• •Create a "Keyword Lexicon": Maintain a list of on-brand words to be used consistently across all platforms. This list should include: Antiviral, Antimicrobial, Certified, Protection, Innovation, Technology, Kare-free, Safety, Scientific.
• •Balance Technical and Emotional Language: While the technical details build credibility, connect them to a human benefit. Pair "ISO 21702 tested" with "for your peace of mind" or "for a kare-free life." This makes the complex science accessible and desirable.
• •Segment Messaging by Platform: Keep the highly technical, professional tone for LinkedIn and the corporate sections of the website. On Instagram and Facebook, use simpler, more benefit-driven language and focus on visual storytelling to reach a broader consumer audience.
• •Always Frame Protection as an Active Verb: Use strong, active language that gives the brand agency. For example, "The Kare Lab *protects*, *defends*, and *eliminates*," rather than passive phrases like "you are protected by." This creates a more powerful and reassuring brand image.

Social Perception

The public and potential business partners likely perceive The Kare Lab as a highly specialized, premium supplier of protective equipment. The strong emphasis on antiviral technology and certifications differentiates it from the numerous generic PPE suppliers that emerged during the pandemic. For B2B clients, the perception is that of a reliable and innovative partner for ensuring workplace safety. For individual consumers, it is seen as a source for advanced, science-backed protection for their families and devices. The relatively low B2C social media engagement suggests its primary perception is currently stronger in the B2B and professional spheres.

Copy Examples

• •Headline: Is Your Workplace *Truly* Protected? Body: Standard PPE is no longer enough. The Kare Lab's ISO-certified antiviral solutions actively eliminate 99% of viruses on surfaces, from door handles to shared touchscreens. Protect your team with scientifically proven technology. #WorkplaceSafety #Innovation #B2B #FacilityManagement
• •Image: A close-up of the antiviral screen protector on an iPhone. Text: Your phone is one of the dirtiest surfaces you touch. Upgrade your protection. Our antiviral screen protector is tested against Coronavirus & H1N1, offering continuous safety for you and your family. Tap to shop and live kare-free. #Antiviral #Tech #HealthTech #iPhone #ScreenProtector
• •Beyond Passive Protection. Active Antiviral Technology For a Safer World.
• •Live Kare-free: 20% Off Science-Backed Protection
• •Drive with peace of mind. The Kare Lab's revolutionary screen protector brings ISO-certified antiviral and antimicrobial defense to your Tesla's navigation screen. It actively neutralizes germs and viruses on contact, ensuring every touch is a safe one. Effortless protection for your innovative vehicle.