Brand Tone

Supportive and Empathetic, Expert and Authoritative, Encouraging and Empowering, Professional and Trustworthy, Accessible and Helpful

Brand Values

• •Student Success
• •Expertise and Quality
• •Comprehensive Preparation
• •Support and Mentorship
• •Accessibility
• •Integrity and Transparency

Best Practices

• •Understand Your Audience Deeply: Always write with the aspiring medical/dental/pharmacy student in mind. Acknowledge their pressures, aspirations, and the specific challenges of the MMI. Use language that resonates with them (e.g., "ace your interview," "dream program").
• •Prioritize Empathy and Support: Even when conveying expertise, ensure the tone remains encouraging and understanding. Avoid overly academic or intimidating language. Phrases like "we're here to help," "you've got this," and "we understand the journey" can be effective.
• •Showcase Expertise Through Clarity and Actionable Advice: Instead of just claiming expertise, demonstrate it by providing clear, structured, and practical advice in all content. Break down complex MMI concepts into digestible information.
• •Maintain Professionalism and Credibility: While supportive, ensure the language reflects the seriousness of the medical school application process. Highlight qualifications of instructors and the success of past students factually.
• •Be Consistent Across All Platforms: Whether it's website copy, blog posts, YouTube video scripts, or forum interactions, the tone should remain consistent. This builds brand recognition and trust. If multiple people create content, ensure they are aligned with these brand voice principles.

Social Perception

Helpful and Effective, Knowledgeable Instructors, Good Value, Trustworthy Resource

Copy Examples

• •Headline for a new course: "Feeling MMI Overwhelm? We Get It. Let's Turn Anxiety into Your Acceptance Letter. Expert, empathetic coaching to guide you every step of the way."
• •Social Media Post (YouTube video description): "Unlock the secrets to MMI success! In this video, [Instructor Name/Abd] breaks down a tough ethical scenario, giving you the expert strategies top Canadian med students use. Watch now and start building your confidence! #MMIprep #MedSchoolInterview #FutureDoctor"
• •Email Subject Line for a free resource: "Your Free MMI Strategy Checklist: Ace Those Stations!"
• •Website Testimonial Snippet: "Before Atlas, I was lost. Their structured approach and personalized feedback from Abd were game-changers. I walked into my MMI feeling prepared and confident!"
• •About Us Page Excerpt: "Founded by students who conquered the MMI, Atlas For MMI is built on a simple principle: every aspiring healthcare professional deserves the best chance to succeed. We provide the expert guidance and unwavering support you need to navigate the MMI and achieve your dreams."