Brand Tone

Empathetic & Understanding, Empowering & Positive, Practical & Solution-Oriented, Inclusive & Community-Focused, Stylish & Modern, Authentic & Relatable

Brand Values

• •Inclusivity
• •Dignity
• •Independence
• •Functionality & Practicality
• •Style & Quality
• •Empathy & User-Centricity
• •Advocacy
• •Collaboration & Community

Best Practices

• •Always Center the User's Experience: Write from a place of understanding their challenges, needs, and aspirations. Use "you" and "your" frequently to make it personal.
• •Emphasize Solutions and Empowerment, Not Limitations: Focus on how the products enable and uplift, rather than dwelling on the difficulties they address. Maintain a positive and hopeful perspective.
• •Be Authentic and Transparent: Share the brand's story and values openly. If inspired by personal experience, let that genuine care shine through. Avoid overly corporate or generic language.
• •Use Inclusive and Respectful Language: Employ person-first language (e.g., "person who uses a wheelchair" rather than "wheelchair-bound"). Stay informed about the evolving language preferences within the disability community.
• •Maintain a Consistent Voice Across All Platforms: Whether it's a website product description, an Instagram caption, or a TikTok video script, the core tone (empathetic, empowering, practical, stylish) should be recognizable. Create a simple brand voice guide if helpful.

Social Perception

Positive (among target audience and advocates), Purpose-Driven, Niche but Important, Trustworthy

Copy Examples

• •Headline: Reclaim Your Style. Redefine Your Comfort. Body: Tired of clothing that doesn't understand your needs? Heumann Adaptive designs stylish, functional wear for wheelchair users, because dignity and independence should never be compromised. Discover trousers and ponchos made for you. #HeumannAdaptive #AdaptiveFashion Tone: Empowering, Solution-Oriented, Direct.
• •Headline: Designed with Lived Experience. Crafted for You. Body: Born from a mother's love and a deep understanding of life in a wheelchair, Heumann Adaptive offers clothing that truly fits your life. Easy closures, comfortable seated fits, and fabrics that feel great. It's not just clothing, it's confidence. Share your story with #heumannadaptive. Tone: Authentic, Empathetic, Community-Focused.
• •Headline: More Than Just Fabric. It's Freedom. Body: Experience the ease of dressing independently with Heumann Adaptive. Our thoughtfully designed ponchos and trousers for wheelchair users mean less struggle, more living. Ready to embrace stylish practicality? Tone: Positive, Benefit-Driven, Inspiring.
• •Headline: Style Meets Seated Comfort. Finally. Body: Who says adaptive can't be chic? At Heumann Adaptive, we blend innovative design with contemporary style, ensuring our clothing for wheelchair users looks as good as it feels. Explore the collection and elevate your everyday. Tone: Stylish, Confident, Modern.
• •Headline: Your Voice Inspires Us. Our Clothes Empower You. Body: Heumann Adaptive is built on the experiences of the wheelchair community. We listen, we learn, and we create clothing that makes a difference. Join the movement towards inclusive fashion. What does adaptive mean to you? #AdaptiveClothing #Inclusivity Tone: Engaging, Inclusive, Collaborative.