Business & Strategy
Brand & Positioning
Truth. Confidence. Connection. That’s the Tru brand.
Overview
The Tru brand was built to restore what the beauty industry lost - trust.
Where competitors chase attention through ads and filters, TruSelf stand for authenticity, ownership, and connection. It’s not a logo or color palette - it’s a philosophy that powers both our technology and our tone.
TruSelf leads with trust. TruCore builds with clarity. Together, they redefine how wellness operates.
The Tru Brand Framework
Brand Element | TruSelf | TruCore | Unified Brand Message |
|---|---|---|---|
Position | The community that defines health/wellness future. | The operating system that powers it. | The ecosystem that connects both sides of beauty. |
Audience | Consumers seeking honest results. | Providers running growing clinics. | Beauty professionals & consumers who value truth. |
Tone | Relatable, peer-to-peer, empowering. | Professional, modern, results-driven. | Human, confident, transparent. |
Promise | Truth from the ground level. | Confidence through clarity. | Made for confidence. Built for clarity. Defined by results. |
Market Position
Axis | TruSelf + TruCore | Traditional Marketplaces | Enterprise SaaS Tools |
|---|---|---|---|
Authenticity | 100% transparent, no paid bias | Ad-driven rankings | N/A |
Accessibility | Free to join, community-led | Pay-to-play | High onboarding cost |
Trust | Peer validation + verified results | Low | Moderate |
Functionality | Discovery + CRM + analytics | Discovery only | Back-office only |
Value Chain Control | End-to-end | Partial | Partial |
Position Statement:
TruSelf + TruCore are the first connected platforms where truth meets technology - uniting how people discover, book, and grow inside the beauty industry.
Taglines & Core Messaging
Context | Message | Purpose |
|---|---|---|
Master Brand | Made for Confidence. Built for Clarity. Defined by Results. | Defines Tru’s promise. |
TruSelf | Where beauty finds truth. | Community identity. |
TruCore | Beauty runs better on TruCore. | SaaS positioning line. |
Campaign Phrase | This isn’t a software launch — it’s a reality check for the beauty industry. | Founder-led, unfiltered tone for launches. |
Brand Values
Value | Description | Proof of Action |
|---|---|---|
Truth | Real stories, no filters, no bias. | Verified reviews & outcomes on TruSelf. |
Confidence | Built through clarity and control. | TruCore analytics & transparency. |
Ownership | Empower providers to own data & clients. | Unified CRM architecture. |
Community | The foundation of every decision. | 130K+ organic members. |
Innovation | Beauty tech that feels human. | Seamless UI/UX; AI-ready data layer. |
Tone of Voice
Human over hype. Speak clearly, never corporate.
Empathetic but authoritative. We’ve lived the problem, now we’re fixing it.
Unfiltered honesty. Call out the industry’s flaws - and offer the better way.
Confident minimalism. Bold, clean design language with substance behind every word.
Brand Example (TruSelf):
“You’re not for everyone - and that’s the point.”
The truth about building a brand that sticks - not one that pleases everyone.
Visual Positioning
Element | TruSelf | TruCore | Shared DNA |
|---|---|---|---|
Logo | “S” cracked logo — representing imperfection as beauty. | “C” emblem — strong, structured clarity. | Both share Tru-blue gradient core. |
Palette | Soft neutrals with contrast accents. | Refined cool tones with confidence blues. | Harmony between humanity and tech. |
Typography | Rounded, approachable. | Sleek, modern sans-serif. | Balances warmth + precision. |
Imagery | Real people, real results. | UI dashboards, progress visuals. | Authentic, modern, no stock aesthetics. |
Positioning Summary
Element | TruSelf | TruCore | Unified Impact |
|---|---|---|---|
Purpose | Democratize beauty discovery. | Simplify provider growth. | Build the operating system for beauty. |
Emotion | Inspiration, empowerment, belonging. | Efficiency, progress, control. | Confidence and clarity. |
Category | Community platform. | SaaS infrastructure. | Vertical ecosystem. |
Differentiator | Authentic, trusted, and human. | Intelligent, data-powered, unified. | Owns both audience and infrastructure. |
We don’t sell software. We sell truth, connection, and control - the future currency of beauty.
That’s the Tru brand.