Brand Tone

Professional, Community-Oriented, Heritage-Focused, Supportive, Informative

Brand Values

• •Service
• •Professionalism
• •Heritage & Tradition
• •Community & Camaraderie
• •Support & Recognition
• •Integrity

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining the desired tone (Professional, Community-Oriented, Heritage-Focused, Supportive, Informative), key messaging points, preferred terminology (e.g., "AG Corps" vs. "Adjutant General's Corps" in different contexts), and a "do's and don'ts" list for communication.
• •Know Your Audience: Tailor messaging to the specific audience (current members, potential members, Army leadership, civilian HR professionals) while maintaining the core brand voice. Communication should resonate with their experiences and values within the Army HR community.
• •Emphasize Core Values: Consistently weave brand values (Service, Professionalism, Heritage, Community, Support) into all communications. This reinforces what AGCRA stands for.
• •Maintain Professionalism Across Platforms: Even on more informal platforms, uphold a professional and respectful tone. Address the suspended X/Twitter account by either working to reinstate it under compliance or formally acknowledging its disuse and directing followers to active channels. Acknowledge the private Instagram and consider its strategic purpose.
• •Train and Empower Communicators: Ensure anyone creating content on behalf of AGCRA (staff, volunteers, chapter leaders) understands and can consistently apply the brand voice. Regular reviews and feedback can help maintain consistency.

Social Perception

Positive within its Niche, Limited Wider Public Awareness, Negative Impact of Suspended X/Twitter Account, Limited Engagement on Instagram, Confusion Potential

Copy Examples

• •Advance your Army HR career and connect with a dedicated community. Join AGCRA today to access exclusive professional development resources, networking opportunities, and the camaraderie of fellow AG Corps professionals. Preserve our heritage, support your peers. #AGCRA #ArmyHR #ProfessionalDevelopment #AGCorps
• •Mark Your Calendars! The Annual AGCRA National Ball returns [Date] in [Location]. An evening of heritage, celebration, and networking with the finest of the Adjutant General's Corps. Early bird registration opens [Date]. Details & tickets: [Link] #AGCRABall #ArmyTradition #NetworkingEvent
• •Supporting the next generation! AGCRA is proud to announce our 2025 Scholarship Program is now open for applications. Eligible members and their families are encouraged to apply. Investing in your future is our commitment. Learn more and apply by [Deadline]: [Link] #AGCRAScholarships #MilitaryFamilySupport #Education
• •Preserve Our Legacy! Do you have stories, photos, or artifacts from your time in the Adjutant General's Corps? Help us build our archives and share the rich history of the Corps. Contact us to contribute: [Link/Email] #AGCorpsHistory #ArmyHeritage #MilitaryArchives
• •More Than Membership: Unlocking Your Potential with AGCRA. From earning recertification credits for HR certifications to accessing a global network of Army HR professionals and Bandsmen, discover how AGCRA membership is an invaluable asset for your career and personal growth. [Link to 'Why AGCRA?' page] #AGCRABenefits #CareerGrowth #ArmyProfessionals #Networking