Brand Tone

Empathetic & Understanding, Supportive & Community-Focused, Resilient & Hopeful, Authentic & Direct, Mission-Driven & Purposeful

Brand Values

• •Awareness: Spreading knowledge and understanding of PTSD, TBI, and mental health issues.
• •Support: Providing a sense of community and resources for those struggling.
• •Resilience: Celebrating strength in the face of trauma and the journey of healing.
• •Community: Fostering a network of "warriors" who understand and support each other.
• •Giving Back: Committing proceeds to support PTSD recovery programs like the Returning Warriors Ranch.
• •Authenticity: Grounded in real-life experience and a genuine desire to help.
• •Hope: Offering a message that healing is possible and that individuals are not alone.

Best Practices

• •Lead with Empathy and Authenticity: Always ground your messaging in genuine understanding and the real experiences of those affected by PTSD. Share stories (with permission) that resonate with the community.
• •Maintain a Supportive and Inclusive Voice: Use language that fosters a sense of belonging ("we," "us," "our community," "warriors"). Ensure the tone is welcoming to everyone seeking support or looking to offer it.
• •Focus on Strength and Resilience, Not Victimhood: While acknowledging the struggle, emphasize messages of hope, recovery, strength, and the "warrior spirit." The "cracked, not broken" philosophy is key.
• •Be Clear and Direct About the Mission: Consistently reiterate the "why" behind Cracked Armour – raising awareness, supporting those who struggle, and funding recovery initiatives. Avoid jargon and speak plainly.
• •Encourage Engagement and Dialogue: Actively invite your audience to share their experiences, ask questions, and support one another. Position Cracked Armour as a facilitator of a supportive community, not just a product seller.

Social Perception

A Cause-Driven Brand, Authentic and Trustworthy, Supportive of First Responders and Military, Community-Oriented, Making a Tangible Difference

Copy Examples

• •Wear Your Story. Heal Together. Cracked Armour isn't just clothing. It's a symbol of your resilience, a beacon for others, and a step towards healing. Join our community. Support PTSD awareness. #CrackedArmour #NotAlone #PTSDSupport
• •More Than Apparel. It's a Mission. Every hoodie, every tee, helps build the Returning Warriors Ranch – a place of healing for those who've faced trauma. Wear the mission. Make a difference. #CrackedNotBroken #MentalHealthMatters #SupportOurWarriors
• •The Armour Shows We've Fought. The Cracks Show We've Survived. You are stronger than you think. Cracked Armour stands with you, offering support and understanding on your journey to recovery. Find strength in community. #PTSDAwareness #Resilience #WarriorSpirit
• •For Our Brothers and Sisters in Service. We See You. Founded by a former officer, Cracked Armour understands the unique challenges faced by first responders and veterans. This is your Tribe. Your Support. Your Armour. #FirstResponders #Veterans #MentalWellness #YouAreNotAlone
• •Start the Conversation. End the Stigma. Wearing Cracked Armour can open doors to vital conversations about mental health and PTSD. Be a voice for awareness. Be a symbol of hope. Together, we heal. #EndTheStigma #CrackedArmourCommunity #HealingJourney