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Our Brand

BIPRI: Brain Injury Performance Recovery Institute

Who We Are: We are driven to create and share innovative brain health and wellness tools... because everybody deserves a healthier brain.
As an adaptive, creative, inquisitive, and open-minded organization, we excel in educating others and are bold in sharing our personal experiences in brain health and wellness.

Mission: To provide hope through online coaching, a supportive community, and a suite of tools, technologies, and supplements.

Vision: To become the preeminent and authoritative source for information and tools promoting brain health and wellness.

Tagline: Tools for a healthier brain.
The tagline is the most succinct expression of what BIPRI does. It frequently appears with the logo in order to introduce and reinforce the brand.

Core Belief: Everybody deserves a healthier brain.
The core belief is the most succinct expression of what BIPRI believes. It can be used as a sign-off in emails or as a statement of our philosophy. We never say “healthy brain” when using the Core Belief, as that’s a blanket statement not realistic for every individual we serve.

Brand Descriptors:

  • Understanding
  • Empathetic
  • Educator and coach
  • Trustworthy
  • Encouraging
  • Hopeful
  • Authoritative

Naming

Company Name:
Correct: BIPRI
Correct: Brain Injury Performance and Recovery Institute (only used when necessary to explain what BIPRI means/stands for)
Incorrect: BiPri
Incorrect: Bipri
Incorrect: BIPRI, LLC

Clinic Name:
Correct: The BIPRI Brain Wellness Clinic
Incorrect: The BIPRI Brain Clinic (or any other variants)

Brain Scan Device Name:
Correct: The Brain Scan Helmet by BIPRI
Correct: The Brain Scan Helmet
Incorrect: Brain Helmet
Incorrect: The Brain Scan

Scan Name:
Correct: The BIPRI Brain Scan
Correct: The BIPRI Baseline Brain Scan
Incorrect: BrainScan

Pronunciation:
“bye-pree”

Our Colors

BIPRI Aqua
  • #27b6af
  • R39 G182 B175
  • C73 M3 Y38 K0
Black
  • #181a1d
  • R24 G26 B29
  • C76 M68 Y63 K77
Light Gray
  • #f5f7f9
  • R245 G 247 B 249
  • C3 M1 Y1 K0

Editorial Style Guide

Do...

  • Be concise.
  • Write in the active voice.
  • Use short sentences.
  • Use many descriptive headlines, paragraph breaks, and bullets/numbered lists to make content scannable and easy to digest.
  • Include keywords in headings and subheadings.

Don't...

  • Use acronyms without first explaining them. If using an uncommon term, use the term’s full name in the first instance, and put the acronym in parentheses directly after. The next time you use the term, use the acronym by itself.
  • Use the word “cancer.”
  • Mention WAVi (creator of BIPRI’s scan technology) when at all possible. If this company must be mentioned, format: “WAVi.”

AP Style
Use AP Style.

Links:
Try to embed hyperlinks in content-rich words and phrases. Avoid “Click here,” “Learn more,” etc., as possible.
External links should always open in a new window. Internal links should almost always open in the same window. An exception may be made if it is probable that the user is streaming audio or video on the current page.

Phone Numbers:
Phone numbers should be formatted as follows: (888) 549-5519

Emails:

  • Emails without a specific individual author come from “Team BIPRI.”
  • Whenever possible, use the audience’s first name in addressing an email.
  • Unlike nearly every other instance, “BIPRI” should not be capitalized when written in an email address. For example: “info@bipri.com,” not “info@BIPRI.com.”

Writing Philosophy

Tone of Voice

  • Empathetic educator/coach
  • Trustworthy
  • Encouraging (offering hope)

Beliefs:
Everybody deserves a healthier brain.

Questions to Ask Before Writing

  • Why would I read this information?
  • What does the reader need to know?
  • What does the reader already know?
  • What is the reader likely to do?
  • What do I want the reader to do after reading my copy?

Readability:
Aim for a Flesch-Kincaid readability score between 60 and 80 (minimum). The level can be easily comprehended by 12-15 year-olds. The higher the score, the easier the reading. Test content here: https://www.webfx.com/tools/read-able/.

Product Names

BIPRI
Do not preface a BIPRI-branded product with “BIPRI.”
Correct: Optimal Brain and Body Performance
Incorrect: BIPRI Optimal Brain and Body Performance
Incorrect: BIPRI’s Optimal Brain and Body Performance

Brainceuticals
When writing about a Brainceuticals product…
Correct: Brainceuticals Brain Focus Bar
Correct: Brain Focus Bar by Brainceuticals
Incorrect: Brainceuticals’ Brain Focus Bar

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