Brand Tone

Inspirational, Sincere, and Community-Focused.

Brand Values

• •Legacy
• •Community
• •Support
• •Resilience
• •Generosity

Best Practices

• •Always Lead with the "Why": Start with the story of Bryan. Every piece of communication should connect back to the core mission of honoring his legacy and resilient spirit. This personal story is the brand's most powerful asset.
• •Use Sincere and Direct Language: Avoid overly corporate or complex jargon. The foundation's voice is honest and from the heart. Use clear, empathetic, and straightforward language that reflects how you would speak to a neighbor or friend.
• •Emphasize Community Impact: Clearly state where the money goes. Use phrases like "your local community," "students in our area," and "neighbors in need" to reinforce the direct, tangible benefit of any donation or fundraising effort.
• •Maintain a Hopeful and Inspiring Tone: While born from a loss, the foundation's message is one of hope, determination, and positive action. The copy should inspire people to join a positive movement rather than focusing solely on the tragedy of cancer.
• •Center Calls to Action on "Continuing the Legacy": Frame every call to action—whether to donate, register for an event, or volunteer—as a way for the audience to personally participate in continuing Bryan's way of life and helping others. This makes their contribution feel more meaningful than a simple transaction.

Social Perception

The foundation is perceived as a legitimate, community-based charitable organization rooted in a personal and touching story. Its approval by a local school board for fundraising activities lends it credibility. The focus on local events, like the golf tournament, reinforces its image as a grassroots effort directly impacting the surrounding area. Due to its relatively recent establishment (2023), its public profile is still developing and is primarily local to the York, PA area.

Copy Examples

• •For a Social Media Post: "Bryan's smile was a constant, even on the toughest days. Today, the Bryan S. Henry Foundation turns his legacy of resilience into real help for students and families in our community. Your donation continues his fight. #BryansLegacy #CommunityStrong"
• •For a Donation Appeal Email: "Subject: A Legacy of Helping Others | When Bryan S. Henry faced his greatest challenge, his spirit of generosity never wavered. Now, his foundation carries that spirit forward, offering scholarships and aid to families with overwhelming medical bills. Join us in honoring Bryan's memory by making a difference today."
• •For the Golf Tournament Event Page: "Tee off for a cause that matters. Join the 4th Annual Bryan S. Henry Golf Scramble and help us honor a legacy of strength and community. Every swing supports local students and families in need. Register your foursome and be part of something special."
• •For a Website Banner: "Honoring a life lived to the fullest. The Bryan S. Henry Foundation: Supporting students, assisting families, and strengthening our community."
• •For a Volunteer Recruitment Ad: "Be the 'rock' for someone else, just as Jackie was for Bryan. The Bryan S. Henry Foundation is looking for volunteers to help with our community events. Lend your time and continue a legacy of kindness and support."