Voice and Tone
Brand Experience
Brand experience differentiates USANA from our direct competitors in the direct sales industry as well as indirect competitors, such as other supplement companies at the grocery store or other non-traditional money-making ventures, like Uber.
By following the core tenets of the USANA brand experience, we ensure a cohesive message across markets and across platforms that makes USANA recognizable to our many audiences.
Holistically Healthy
- Products. The health benefits we tout with our products are supported by science and research. Our products and their health benefits are built to last, but we understand that true health comes from a holistic approach. As a company, we support a healthy lifestyle, which takes into consideration fitness, overall nutrition, stress management, and more.
- Business. Our most successful business owners practice what they preach—they don’t just sell a healthy lifestyle, they live it too. We provide information to our Associates and their customers to support their well-rounded, healthy, active lifestyles so they can, in turn, share this lifestyle with others in a more authentic way.
- Communication. Share complementary health information with Associates and customers. Frame conversations with a message of overall health—health of body, mind, and spirit. USANA is not just about supplementation. It’s a lifestyle that takes daily action and dedication but also lets the consumer reap incredible rewards in their health.
USANA is not a health trend or craze
Honestly Authentic
- Products. USANA is an honest company with integrity. We speak openly and candidly about health, the human body, and the products we create. We care about our customers using our products to create the healthy lifestyle they deserve.
- Business. The best way to attract new team members and new customers into the business is for Associates to share their authentic, true selves with others. We appreciate and celebrate the diversity of our employees, Associates, customers, and athlete partners through all media.
- Communication. Take into consideration the perspective of your audience when writing. Don’t exaggerate or use hyperbole, and strive to be candid but positive. Keep the conversation focused on benefits to the Associate/customer, and utilize testimonials of real Associates to help communicate these benefits.
USANA is not fake or "salesy."
Approachably Premium
- Products. High-quality products are the cornerstone of our business. Think of USANA as the Coach bag of supplements. The Lululemon of supplements. The MAC of supplements. Our products are desired, coveted, wanted. Those who take our products are excited to take them every day.
- Business. A USANA business is for active, health-minded entrepreneurs who are interested in representing a high-quality product that fits into their lifestyle and their personal brand as an individual.
- Communication. “Premium” doesn’t mean stuffy or pretentious. Content should be fresh and innovative without coming across as glib or flippant. Taking supplements should never be a chore; customers should look forward to receiving their product shipments and using the products every day.
USANA is not your everyday grocery store supplement or a discount brand
USANA Associates and customers frequently spend $100 to $300 USD (or more) on USANA products every month. That’s like…
- One Lululemon racerback tank and a pair of their leggings a month.
- One Coach shoulder bag a month.
- A few key MAC makeup accessories a month.
Our customers could be buying anything, but they choose to put their health first. We reinforce their decision with sales tools, support materials, videos, communications, and an overall customer experience that matches the premium quality of our products.
USANA Mindset
Our customers and Associates have a mindset that sets them apart in all the right ways. They aren’t defined by their gender, nationality, or age. What brings the USANA family together are shared values and ideals about what life and health can and should be.
Our customers are:
- Health conscious
- Vibrant
- Youthful
- Active
- Unique
- Purposeful
- Optimistic
Our Associates are similar to our customers, plus they are:
- Entrepreneurs
- Adventurous
- Courageous
- ProactiveSolution-oriented
- Driven
- Go-getters
- Empowered
- Powerful
- Strong