Language guidelines
Every word we use to represent Smilejoy — every website page, marketing piece, and social media post — impacts our brand. Consistent use of language helps us build trust and connect with our audience.
Brand voice
We’re in the business of making lives better. We’re teachers and mentors, cheerleaders and guides. We treat everyone equally, providing high-quality clinical care to kids, teens, and adults. Our voice reflects the experience of walking into a practice. It’s friendly and approachable, warm and genuine, knowledgeable and trustworthy.
Friendly and approachable
We’re a trusted mentor ready for the fun conversations and the hard ones. Our voice is friendly and approachable, not cheeky or whimsical. How it sounds Write for the audience you want — tweens, teens, and adults included.
No: Everyone deserves to feel confident on picture day. Yes: Everyone deserves to feel good when they smile.
Keep paragraphs and sentences short. When you need to use a long sentence, follow it up with a short sentence or two.
No: While many people seek orthodontic treatment as teenagers, doing so as an adult is more common than you might think — in fact, the American Association of Orthodontists reports that one in four patients is an adult. Yes: Many people seek orthodontic treatment as teenagers. But doing so for an adult is more common than you might think. In fact, the American Association of Orthodontists reports that one in four patients is an adult.
Avoid exclamation points and use emojis sparingly. They’re most effective in moderation.
No: Our expertise, your smile! 😄 Yes: Our expertise, your smile
Embrace puns and wordplay if they come naturally, but don’t force it.
No: We’ll be straight with you. Our flexible payment options help align your treatment with your budget. And that’s something to smile about. Yes: Here’s something to smile about. Our flexible payment options can make your treatment more affordable.
Warm and genuine
Smiles are personal. We’re specialists in providing care that goes beyond the clinical. We write like we speak to patients — in a voice that’s warm and genuine, not cold and sterile. How it sounds Write like you speak. Read your writing out loud to make sure it doesn’t sound unnatural or stilted.
No: Early identification and care of orthodontic problems can go a long way toward achieving a beautiful, straight smile in the future. Yes: We’ll partner with you early to determine the best path for a more confident smile.
Use contractions and colloquialisms like you would in everyday speech.
No: Your orthodontist will create a unique, digital treatment plan that maps out the exact movements of your teeth. Yes: We’ll create a unique, digital treatment plan to show how your teeth will move in the right direction.
Use we and you. Avoid referring to us or our patients in the third person.
No: Develop a lasting relationship with both our patients and their families. It also helps patients become comfortable with our team. Yes: We focus on building relationships that last. Because when you and your family feel comfortable, your appointments will feel like friendly catch ups.
Keep it positive. Focus your writing on happier smiles and new confidence, not on avoiding negative health outcomes.
No: Correct a potential orthodontic concern with a simple dental appliance now that may prevent the need for a more complicated or expensive appliance in the future. Yes: We can fit you for braces or aligners now to potentially save you money or simplify treatment in the future.
Knowledgeable and trustworthy
Our expertise is critical to our patients’ outcomes. We’re knowledgeable and trustworthy, never condescending or cavalier, guiding patients through their treatment journey. How it sounds Use simple, straightforward language and avoid jargon when possible.
No: The goal of myofunctional therapy is to provide proper neuromuscular training to oro-facial muscles so that the results of orthodontic treatment can be retained. Yes: Myofunctional therapy helps train the face and mouth muscles to develop the memory needed to get lasting results from orthodontic treatment.
Speak from and about experience. Connect clinical ideas to the patient journey.
No: Keeping a healthy smile shouldn’t be out of reach. We know everyone’s situation is different; that’s why we offer a variety of payment options to fit your needs. Yes: We know how expensive orthodontic treatment can be. We’ll meet you where you are with various payment options to make confident smiles more than doable.
Speak with confidence. Don’t over-promise or rely on superlatives.
No: If you’re looking to begin your orthodontic journey, you may be wondering how to take that first step. Yes: Starting your orthodontic journey? Here’s how to take that first step.
Name story
We’ve always been more than ordinary orthodontists. In 1999, Dr. William Engilman founded BracesBracesBraces to create a place that celebrated smiles, mixing clinical expertise with kid-friendly fun. A place that knew patients by name and treated people right. A specialized team that helped patients find joy in their smiles. Kids loved us, parents trusted us.
In some ways, we’ve changed a lot since then. We’ve grown into multiple practices. We serve more adults and teens, and we use traditional braces, clear ceramic braces, clear aligners, and more. But our sense of purpose has only grown stronger. We’re still passionate about helping patients feel at home in our practices and happy in their smiles.
While we grew to serve more patients in more ways, our name remained the same. And instead of welcoming people into their personalized treatment journey, it turned them away. It’s time to realign our name with who we are — and with what we’ve always cared about most. Like Dr. Will taught us, our greatest joy comes from seeing a patient’s confident smile. And we want to help you find yours. Welcome to Smilejoy.
Elevator pitch
We’re orthodontists and oral health experts who understand that there’s more to a great smile than looks. We align teeth, improve bites, and support overall health for people of all ages. We use traditional and clear ceramic braces, clear aligners, and more in treatment plans customized for every patient — because your smile and journey are uniquely yours. We’re here to cheer you on, every step of the way.
About statement
Expert orthodontics for happier, healthier smiles
Headlines
Care on a first-name basis Here to cheer you on More to smile about Confidence-inspiring care Personalized care from real people Our expertise, your smile