Brand Tone

Informative & Educational, Trustworthy & Authoritative, Caring & Supportive, Professional & Direct, Slightly Clinical (in a positive way)

Brand Values

• •Quality & Efficacy
• •Scientific Backing
• •Customer Well-being & Trust
• •Education
• •Accessibility & Convenience

Best Practices

• •Develop a Brand Voice Guide: Create a document that explicitly defines the brand's tone (e.g., informative, caring, authoritative), key messaging points, words to use, and words to avoid. Share this with anyone creating content.
• •Prioritize Education Over Hard Selling: While the goal is to sell products, lead with valuable information about eye health. This builds trust and positions the brand as an authority, aligning with their current tone. Product mentions should feel like a natural solution to the concerns discussed.
• •Emphasize Science and Research Consistently: Always back up claims with references to studies (like AREDS 2) or specific ingredient benefits. This reinforces the "trustworthy" and "authoritative" aspects of the tone.
• •Maintain a Caring and Empathetic Approach: When discussing eye conditions, use language that shows understanding and support. Avoid overly clinical or detached language that might alienate users looking for solutions to personal health issues.
• •Review and Refine Regularly: Periodically audit all content (website, social media, ads) to ensure it aligns with the established brand tone. Get feedback from team members and even customers to see if the intended tone is being perceived correctly. Adjust as needed.

Social Perception

Generally Positive, Seen as a Reputable Source for Eye Vitamins, Reliable, Specialized, Considered a Premium Product by Some

Copy Examples

• •Headline for an Ad targeting AMD support: "Nourish Your Macula, Preserve Your Vision. Discover the AREDS 2 strength of Focus Vitamins and see a clearer future."
• •Social Media Post (Educational): "Did you know? Lutein and Zeaxanthin are vital carotenoids that act as protective filters for your eyes! Our Focus Select formulas are packed with these essential nutrients to support your daily eye health. Learn more on our blog! #EyeHealth #FocusVitamins #Lutein #AREDS2"
• •Product Description Snippet (for a Dry Eye formula): "Soothe and hydrate your eyes from within. Focus Dry Eye Relief is expertly formulated with Omega-3s and essential nutrients to help your eyes naturally maintain a healthy tear film and combat discomfort. Experience the Focus Vitamins difference."
• •Email Subject Line (for a promotion): "Your Eyes Deserve the Best: Save 15% on Scientifically Formulated Vision Support"
• •Website 'About Us' Excerpt: "At Focus Vitamins, your vision is our priority. We are dedicated to providing premium, research-backed eye health supplements to help you maintain a lifetime of healthy sight. Trust in our commitment to quality and care for your precious eyes."