Brand Voice Overview
Our voice is:
Professional, not clinical
Confident, not arrogant
Clear, not oversimplified
Empowering, not pushy
Science-backed, not buzzword-heavy
We speak like a knowledgeable guide—someone you trust to help you feel better, think sharper, and perform stronger.
Tone by Platform & Context
Website
On the website, our tone should be clear, informative, and inspiring. We aim to balance scientific depth with approachability—guiding users to understand the benefits of ketones while feeling empowered to take action.
Social Media
For social media, the tone becomes more human and engaging. It should feel bold but still grounded—never overly casual or filled with slang. The goal is to connect, educate, and inspire without compromising our scientific credibil
Packaging
In packaging, the tone must be concise, confident, and premium. There’s limited space, so every word counts. Focus on clarity, benefits, and a clean hierarchy to help consumers instantly understand the product’s value.
Advertising and campaigns
In advertising and campaigns, we lean into a motivational and benefit-driven tone. Use active, punchy language that communicates transformation—how Tecton helps people feel, think, and perform better. The tone should evoke strength and purpose.
Medical Collateral
For medical collateral, the tone is professional and evidence-based. It should reflect our scientific roots, using precise terminology and a structured format. We prioritize clarity, credibility, and respect for the medical community, ensuring that every statement is backed by research or clinical validation.
Words We Use
Fuel
Resilience
Recovery
Cognitive clarity
Human potential
Science-backed
Metabolic health
Ketone-powered
Precision
Words We Avoid
Hype language: “miracle,” “magic,” “instant cure”
Buzzwords: “biohacking,” “cleanse,” “detox” (unless clinically supported)
Overly casual language: “lit,” “crazy energy,” “dope”
Aggressive or fear-based phrases: “Don’t be weak,” “You’re broken”
Writing Tips by Format
Website
Use headers to guide users
Lead with benefits, then support with science
Keep paragraphs short and skimmable
CTA buttons should be direct (e.g., “Fuel Up,” “See the Science,” “Try Tecton”)
Social Media
Prioritize authenticity
Use first-person or second-person voice: “You deserve better fuel”
Include real-world outcomes and visuals
Use hashtags thoughtfully and sparingly
Packaging
Be brief and benefit-focused
Prioritize clarity over creativity
Use visual hierarchy for easy reading
Example:
Clarity + Focus
Powered by pure ketones.
No sugar. No crash. Just results.
Advertising and campaigns
Focus on transformation and impact
Use short, active phrases
Highlight science + benefit in one sentence if possible
Pair with strong visuals