{ "trust_level": "claimed", "official_brand_source": false, "verification_method": null, "verified_domain": null, "verified_at": null, "verification_last_checked_at": null, "verification_expires_at": null, "status": "active", "customer_handle": "therabody-ca22efbf", "certification_status": "not_certified", "registry_certified": false, "certification": null, "brand_name": "Therabody", "response_scope": "full_tree", "integrity": { "version": 2, "publication_id": "65da6b7beac5059283daee325053f159c8ac35724a11bfc5fce6ab7bb34f6db6", "revision_id": "c2bba3fc-6132-4eab-a637-a0b1e38f1996", "manifest_sha256": "1cae2bb10d3488ebf4474c748a18ee0492fa8e0ef409f9c6151d8da4ab0336af", "manifest_signature": "MB5sWvrPdpmU+5LQA3BBaoeaalaFdE8Uwm/dpp5NkHUf+7pT0VYW4EC9VmDi5kmkfjyjYbXLS/1IjZ6JUadeDQ==", "manifest_signature_kid": "v1" }, "verified": null, "schema": "bcp-readable-package-v1", "integrity_scope": "publication_manifest", "representation": "Derived readable representation; verify signatures against the canonical source files.", "canonical_registry_url": "https://registry.brandcontextprotocol.dev/brands/therabody-ca22efbf", "html_url": "https://registry.encodedbrands.ai/brands/therabody-ca22efbf", "files": [ { "path": "/.well-known/brand/voice.md", "content": "---\nbcp_version: \"0.8\"\nfile_type: voice\nparent: https://registry.brandcontextprotocol.dev/therabody-ca22efbf/.well-known/brand.md\nlast_updated: 2026-09-02\n---\n\n# Voice\n\nTherabody sounds like a credentialed health scientist who wants every person in the room to understand what they just said. Authoritative without being clinical. Plain without being vague. It names the science, then says what it means for your body.\n\n## Personality\n\n**Empowering, not prescriptive.** The brand exists because the founder felt he couldn't do anything about his pain. Every piece of copy should remove that feeling, not create it. Not motivational-poster energy; practical, honest capability.\n\n**Science-led, not science-cloaked.** Therabody credits named authors, cites studies, and hedges where the evidence hedges. Science is the foundation, not decoration applied after the fact to make a claim sound bigger.\n\n**Inclusive, not elitist.** \"Recovery isn't reserved for elite athletes or people who have a high fitness capacity.\" The audience is anyone whose body takes a beating. Copy that implies the product is only for peak performers is off-brand.\n\n**Honest over persuasive.** The founder recognized his early self sounded \"like a used car salesman\" and corrected course. Therabody does not oversell. When a protocol has a recommended limit, the brand says so, even when more use would mean more revenue.\n\n## Register\n\nTherabody operates in a mid-range register: educated but not academic, direct but not casual. It can move toward technical detail when addressing an athletic or clinical audience. It shifts toward plain, warmer language when addressing everyday pain or recovery for general populations. It does not shift into hype at either end.\n\nThe base register is confident prose: complete sentences, evidence-qualified benefit statements, no exclamation-point energy.\n\n## Vocabulary\n\nEach entry carries a `tier` per BCP v0.8 §7.1.1.\n\n```yaml\nprefer:\n - word: \"can help support\"\n tier: core\n rationale: >\n First-party evidence. Therabody uses hedged, evidence-bounded benefit language:\n \"This can help support circulation in the targeted area and temporarily relieve\n muscle tension.\" Absolute benefit claims are not the brand's register.\n - word: \"temporarily relieve\"\n tier: core\n rationale: >\n Same first-party source. Qualifying duration is part of the brand's honest\n framing, not a legal footnote tacked on afterward.\n - word: \"recovery\"\n tier: default\n rationale: >\n Core category term across the brand's ecosystem. Prefer it over \"rest\" or\n \"downtime\" when describing product purpose.\n - word: \"wellness\"\n tier: default\n rationale: >\n Owner-confirmed framing: Therabody is \"an ecosystem of wellness solutions.\"\n Broader than \"recovery\" alone; use when describing the full product range.\n - word: \"holistic\"\n tier: contextual\n context: \"founding story, brand philosophy, multi-modality positioning\"\n rationale: >\n Founder described the brand's approach as \"treating the pain from a holistic\n naturopathic perspective.\" Use when the context is the brand's philosophy or\n its multi-modality ecosystem; avoid as generic filler.\n\navoid:\n - word: \"used car salesman\"\n tier: core\n rationale: >\n Founder explicitly named this as the voice failure to correct. Any copy that\n reads as hard-sell, pressure-tactic, or over-promise violates the brand's\n founding corrective.\n - word: \"elite athletes only\"\n tier: core\n rationale: >\n First-party: \"Recovery isn't reserved for elite athletes or people who have\n a high fitness capacity.\" Framing the product as exclusive to high performers\n contradicts the brand's explicit inclusion position.\n - word: \"proven to cure\"\n tier: core\n rationale: >\n Incompatible with the brand's hedged, evidence-bounded benefit language and\n its commitment to \"the strongest language we can legally stand behind.\"\n Absolute cure language has no support in any first-party source.\n```\n\n## Punctuation and formatting rules\n\n```yaml\noxford_comma: yes\nheadline_periods: no\nexclamation_points: never\nem_dashes: sparingly\nsentence_case_headlines: yes\ncapitalization_notes: >\n Product names follow brand-set capitalization (e.g., Theragun, JetBoots, TheraFace).\n Modality names are lowercase unless starting a sentence. Scientific credentials\n (MSc, CSCS, PhD) appear with author names in editorial contexts.\n```\n\n## Channel modulation\n\nEvidence supports two distinct channel signals. All other channel guidance is a gap.\n\n```yaml\ncontexts:\n editorial_blog:\n tone: \"Science-led. Credentialed authors named. Claims hedged to evidence. Accessible to a non-specialist reader.\"\n register: \"Mid-range. Technical enough to earn trust; plain enough to be acted on.\"\n example: >\n \"This can help support circulation in the targeted area and temporarily\n relieve muscle tension.\" (first-party, therabody.com editorial)\n brand_philosophy:\n tone: \"Personal, grounded in the founder's experience of pain and the desire for self-treatment. Not sentimental.\"\n register: \"Warmer than editorial. Still direct. Avoids clinical detachment.\"\n example: >\n \"Recovery isn't reserved for elite athletes or people who have a high\n fitness capacity.\" (first-party, therabody.com editorial)\n```\n\nChannel guidance for social, email, product pages, support, and advertising is a gap. [gap] Not yet specified.\n\n## Copy examples\n\n| On-brand | Off-brand |\n|----------|-----------|\n| \"This can help support circulation in the targeted area and temporarily relieve muscle tension.\" | \"Instantly eliminates muscle pain.\" |\n| \"Recovery isn't reserved for elite athletes or people who have a high fitness capacity.\" | \"For serious athletes and performers only.\" |\n| Named author byline: \"Tim Roberts, MSc, CSCS, Chief Science Officer\" on editorial content | Anonymous health claims with no sourcing |\n| \"We recommend following the protocol as written — more isn't better here.\" | \"Use as much as you want for faster results.\" |\n\n## Evidence record\n\nThe following attributable source language is preserved because it materially constrains this profile.\n\n### Owner-confirmed evidence\n\n> Therabody grounds its editorial voice in named scientific authorship and footnoted references, reinforcing a science-backed rather than sensational tone.\n\nSource: Public source\n", "signature": "9fz1CXBoYLDLq51eYHoudAKdtlBRw9qyEbZ4cs/H8mtamYyt3WMhc6tXZCPBGJh8c6No6H+wikR5A6lwKriwCA==", "sha256": "df16f1edb8b553a9c5b16f2af574adce65bbb1d7f619ebd7bc16bfbcc65453bd", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/therabody-ca22efbf/files/voice", "json_url": "https://registry.encodedbrands.ai/brands/therabody-ca22efbf/files/voice/data.json", "source_url": "https://registry.encodedbrands.ai/brands/therabody-ca22efbf/source/voice.md", "canonical_source_url": "https://registry.brandcontextprotocol.dev/therabody-ca22efbf/.well-known/brand/voice.md" } ] }