Oura Tone of Voice — Scientific & Discreet

Tagline: "Sleep more. Do more."

Industry: Wearable Technology

Sector: Sports & Fitness

How Oura Communicates

Oura communicates with a scientific, discreet and wellness voice using scientific language. Their sentences are primarily commands in the imperative tense. Their messaging is literal. Their tagline, "Sleep more. Do more.", captures this voice. The central tension in Oura's communication is fashion vs. function, which shapes every message they craft. Their mission is to empower every person to own their inner potential.

Tone Words

Oura's brand voice is defined by the following tone words: Scientific, Discreet, Wellness.

Communication Style

Language Style: Scientific
Sentence Type: Command
Tense: Imperative
Expression: Literal

Oura Brand Story

Oura Ring is the discreet wearable trusted by athletes and celebrities for sleep tracking.

Brand Message

The most accurate sleep and activity tracker

Brand Mission

To empower every person to own their inner potential

Brand Positioning

Core Concept: Sleep Power

Central Tension: Fashion vs. Function

About Oura

Oura Health Ltd (natively Oura Health Oy) is a Finnish health technology company, known for the Oura Ring (stylized Ōura), a smart ring used to track sleep and physical activity. The company was founded in 2013 by Petteri Lahtela, Kari Kivelä, and Markku Koskela. Harpreet Singh Rai was the CEO from 2018 until 2021, when he was replaced on an interim basis by Michael Chapp. In 2022, Tom Hale was appointed CEO. The company is headquartered in Oulu, Finland, with other locations in Helsinki, Finland, and San Francisco, United States. The company introduced the first-generation ring via Kickstarter in 2016 and launched the ring at the Slush tech conference in 2017. In 2020, Oura Health received the 'Best Consumer Wellness Company' award from the UCSF Digital Health Awards and Time magazine's "100 Best Inventions of 2020" mentioning especially its COVID-19-related partnership with NBA. As of December 2024, 2.5 million Oura Rings had been sold.

Frequently Asked Questions About Oura

What is Oura's tone of voice?

Oura uses a scientific, discreet, wellness tone of voice. Their communication is scientific, typically using command-style sentences in the imperative tense. Their tagline "Sleep more. Do more." exemplifies this voice.

How does Oura communicate with customers?

Oura Ring is the discreet wearable trusted by athletes and celebrities for sleep tracking.

What is Oura's brand message?

Oura's core message: The most accurate sleep and activity tracker Their mission: To empower every person to own their inner potential

What is Oura's slogan?

Oura's slogan is "Sleep more. Do more.". It carries their scientific, discreet, wellness voice.

What is Oura's mission?

Oura's mission: To empower every person to own their inner potential

What makes Oura's brand voice unique?

Oura stands out through their scientific, discreet, wellness communication style. Their central brand tension, "Fashion vs. Function", shapes how they communicate across the Sports & Fitness sector.

What language style does Oura use?

Oura uses scientific language, with literal messaging, in command-style sentences, using the imperative tense.