Brand Tone

Direct and Honest, Confident and Innovative, Quality-Focused and Assuring, Benefit-Oriented and Empathetic

Brand Values

• •Value and Affordability
• •Honesty and Transparency
• •Quality and Efficacy
• •Partnership and Shared Success
• •Innovation and Improvement
• •Customer-Centricity (Dentists and their Patients)
• •Integrity

Best Practices

• •Always Prioritize "Honest Savings": Ensure that cost-effectiveness and the value proposition are central to messaging, reinforcing the core benefit of the direct-to-office model.
• •Speak Dentist-to-Dentist: Leverage the founder's background. Use language that resonates with dental professionals, acknowledging their challenges and needs (e.g., patient compliance, practice efficiency, cost management).
• •Keep it Clear and Direct: Avoid jargon where simpler terms suffice. The tone is "no tricks," so the language should be straightforward and easy to understand, reflecting transparency.
• •Highlight Quality and Innovation Confidently: Don't shy away from confidently stating product benefits (taste, smoothness, efficacy, USA-made) and the innovative aspects of the products and business model.
• •Emphasize Partnership and Support: Frame the relationship with dental offices as a partnership geared towards mutual success. Use inclusive language that suggests a collaborative approach to improving dental care and practice management.

Social Perception

A smart, cost-effective, and reliable partner for essential dental supplies. The narrative of being founded by an experienced dentist adds credibility and a sense of being "insider" or "by dentists, for dentists."

Copy Examples

• •Headline: Stop Overpaying for Essential Dental Supplies. Start Saving with Wonderful Dental. Body: Tired of markups and middlemen? Wonderful Dental delivers top-quality fluoride varnish and prophy paste directly to your practice, invented by a dentist for dentists. Experience the honest savings and superior products that thousands of offices trust. Simple. Smart. Wonderful.
• •Product Focus (Varnish): The Varnish Kids (Actually) Love. And Your Budget Will Too. Body: Our super tasty, silky-smooth fluoride varnish isn't just a hit with patients; at $0.50/dose, it's the most affordable on the market. Maximum uptake, USA-made, and developed by a Pediatric Dentist with 45 years of experience. Give your patients the best, without breaking the bank.
• •Business Model Focus: We Cracked the Code for Fairer Dental Supply Pricing. You Reap the Rewards. Body: Wonderful Dental’s direct-only model means no inflated costs—just straightforward, honest savings on the supplies you use every day. We believe in value over profit, empowering your practice to thrive.
• •Prophy Paste Angle: Less is More: The Prophy Paste Families Prefer. Body: Our prophy paste is crafted with a 'less is more' philosophy. By eliminating non-essential additives like fluoride, we've enhanced the taste and respected the choices of families who prefer fluoride-free options. Reduce friction, enhance satisfaction.
• •Call to Action/Brand Promise: Experience the Wonderful Dental Difference: Quality, Savings, and Integrity in Every Dose. Body: Join the growing community of dental offices choosing a smarter way to stock their supplies. Founded by a dentist, driven by value, and committed to your success. Explore our products today.