Brand Tone

Professional & Authoritative, Informative & Educational, Caring & Empathetic (Subtly)

Brand Values

• •Health & Wellness
• •Expertise & Design Integrity
• •Quality & Durability
• •Problem Solving
• •Canadian Made

Best Practices

• •Prioritize clarity and accuracy: Given the therapeutic nature of the products, all claims should be clear, accurate, and avoid unsubstantiated hype. Focus on explaining how the product works.
• •Maintain a Professional, Authoritative Voice: Use precise language. Reference the chiropractor design and ergonomic principles where appropriate. Avoid slang, overly casual phrasing, or excessive exclamation points. The tone should inspire confidence in the product's efficacy.
• •Educate Before You Sell: Frame content around providing valuable information about sleep health, posture, and pain relief. The products should be presented as solutions within this educational context.
• •Emphasize Benefits, Supported by Features: Lead with the pain points the pillows solve (e.g., "Alleviate neck pain," "Improve sleep quality") and then explain how specific design features (e.g., "cervical contour," "non-allergenic foam") achieve these benefits.
• •Develop a Style Guide: Create a simple document outlining key brand messaging points, preferred terminology (e.g., "spinal alignment" vs. "straight spine"), a "do and don't" list for language, and the overall desired tone. This ensures consistency across all written communications, whether on the website, in emails, or any future marketing materials.

Social Perception

Specialized Product, Effective for Many, But Not All, Credible, Established, Pricey but Potentially Worth It

Copy Examples

• •Experience Chiropractor-Designed Relief: Align Your Spine, Alleviate Neck Pain, and Rediscover Restful Sleep with the Therapeutica Sleeping Pillow.
• •Did you know? Proper cervical support during sleep is crucial for alleviating tension headaches and neck stiffness. Our Therapeutica pillows are uniquely designed by Dr. Lionel Weinstein to provide optimal spinal alignment, helping you wake up refreshed and pain-free. Learn more about the science of sleep posture on our blog. #Therapeutica #SpinalHealth #NeckPainRelief #ChiropractorDesigned
• •Tired of Waking Up with Neck Pain? Discover the Therapeutica Difference.
• •For over 30 years, Therapeutica has been dedicated to improving well-being through ergonomically engineered sleep solutions. Designed by a chiropractor, our pillows are crafted to not just comfort, but to correct and support your body's natural alignment, offering a path to lasting relief.
• •The unique cervical contour and sloped headrest of the Therapeutica pillow gently support your neck and head, encouraging natural spinal alignment whether you sleep on your back or side. This precise, ergonomic design helps reduce nerve pressure and muscle tension, often the root causes of morning pain and stiffness.