Brand Tone

reassuring, empathetic, and empowering

Brand Values

• •Empowerment and Confidence
• •Discretion and Comfort
• •Efficacy and Reliability
• •Sustainability
• •Problem-Solving

Best Practices

• •Lead with Empathy: Always start from a place of understanding. Use phrases that acknowledge the customer's experience (e.g., "We get it," "Worrying about leaks is the last thing you need"). This builds trust and shows the brand is on their side.
• •Focus on the Feeling, Not Just the Feature: Instead of only saying "4-layer absorption," translate that into the emotional benefit: "Enjoy total peace of mind, knowing you are completely protected." Connect product features to feelings of freedom, confidence, and comfort.
• •Use Empowering Language: Frame the narrative around taking back control and living without limits. Use active, positive verbs like "live," "enjoy," "embrace," and "trust" to inspire confidence in the customer.
• •Maintain Discretion in Your Tone: The product is discreet, and the marketing language should be as well. Avoid overly clinical or alarming terms. Keep the tone calm, positive, and matter-of-fact, like a trusted friend sharing a helpful tip.
• •Highlight Sustainability as a Modern Value: Consistently mention the reusable and eco-friendly aspect of the product. This appeals to environmentally conscious consumers and adds another layer of value beyond the primary function, positioning the brand as a smart, modern choice.

Social Perception

limited but appears positive based on available information

Copy Examples

• •Confidence, in cotton. Our ultra-absorbent, leak-proof underwear is so comfortable, you’ll forget you’re wearing it. Live freely, without a second thought. Shop Vital Dry.
• •Sneezes, workouts, or just one of those days—life happens. Vital Dry is here for all of it. Our stylish, reusable underwear offers total protection and peace of mind. Join over 1,100 women who chose confidence. #VitalDry #FearlessEveryday
• •Headline: Vital Dry Leak-Proof Underwear; Description: Discreet, comfortable & 100% reliable. Reusable and eco-friendly. Feel confident and dry all day. Order now!
• •You deserve to move through your day with complete confidence. That’s why we created Vital Dry: the beautiful, soft, and incredibly reliable underwear that handles leaks with ease. Made with 4-layer technology and breathable cotton, it's the comfort you love, with the protection you need.
• •A little secret to a worry-free week...