Brand Tone

Informative, Trustworthy, Health-Conscious, Approachable, Direct & Benefit-Oriented

Brand Values

• •Health & Wellbeing
• •Quality & Efficacy
• •Customer Trust & Satisfaction
• •Purity & Naturalness
• •Australian Owned

Best Practices

• •Develop a Brand Voice Chart: Clearly document the brand's tone (e.g., Informative, Trustworthy, Health-Conscious), personality traits (e.g., caring, expert, approachable), a "we are this, not that" list (e.g., "We are expert, not condescending"; "We are reassuring, not alarmist"), and common vocabulary/phrases to use or avoid.
• •Prioritize "You" over "We": Focus copy on the customer, their needs, and the benefits *they* will receive (e.g., "You'll enjoy pure-tasting water" instead of "We make filters that provide pure-tasting water"). This makes the tone more customer-centric and caring.
• •Always Back Claims with Clarity: When discussing health benefits or filtration capabilities, be clear, specific, and avoid overly technical jargon unless explaining it simply. Transparency builds trust. For example, instead of just "removes impurities," list key impurities it targets.
• •Maintain Consistency Across All Platforms: While the style might adapt slightly (e.g., more informal on TikTok vs. more detailed on the website blog), the core tone and values should remain consistent. A customer should feel they are interacting with the same brand, whether they are on Instagram, reading an email, or browsing the website.
• •Review and Iterate Based on Feedback: Pay attention to customer comments, questions, and reviews. This feedback can provide insights into how your tone is being perceived and if adjustments are needed to better resonate with your audience while staying true to your brand values. Regularly audit your copy to ensure it aligns with your documented voice.

Social Perception

Positive Perception (Anticipated): Customers who purchase water filters are generally health-conscious and looking for a reliable solution. If the product delivers on its promises (effective filtration, good taste, durability), perception is likely positive. They would be seen as a provider of a healthier lifestyle choice. Areas of Scrutiny: Like any product in this category, customers will be critical of filter effectiveness, lifespan, cost of replacement cartridges, and customer service responsiveness. Any negative reviews would likely focus on these aspects. Trust in "Pure": The brand name itself sets an expectation. The public will perceive them based on how genuinely they deliver on this promise of purity. Eco-consciousness (Potential): While not explicitly stated as a primary driver from the initial look, offering an alternative to bottled water could be perceived positively by environmentally aware consumers, though this depends on their messaging around sustainability.

Copy Examples

• •Headline (Website/Ad): "Taste the Purity. Feel the Difference. Your Journey to Healthier Hydration Starts Here with Be Pure Au."
• •Social Media Post (Instagram/Facebook): "💧 Did you know your tap water can travel miles, picking up impurities along the way? Our 8-Stage KDF Filter is designed to meticulously remove contaminants, leaving you with nothing but pure, refreshing, and healthy water. Make the switch to Be Pure Au and give your body the best. #BePureAu #FilteredWater #HealthyLiving #WaterQuality #AustralianOwned"
• •Product Description Snippet: "Invest in your family's wellbeing with the Be Pure Au Bench Top Water Filter. Expertly engineered in Australia to deliver exceptionally clean water, it removes chlorine, heavy metals, bacteria, and more, ensuring every glass is as pure as nature intended. Easy to install, even easier to love."
• •TikTok Video Hook (Spoken): "Stop drinking mystery water! 😱 See what our filter pulls out... (shows filter comparison/demonstration). Drink pure, live healthy! Link in bio! #WaterFilter #CleanWater #HealthHack #BePure"
• •Email Subject Line (Nurturing Lead): "Still thinking about healthier water? Here’s why Be Pure Au is the clear choice."