Brand Tone

The brand's tone is aspirational, urgent, and empowering. It uses direct and engaging language to encourage action. For corporate partners, the tone shifts to be more strategic and benefit-oriented. Overall, the voice is clear, positive, and focused on collective, tangible impact.

Brand Values

• •Sustainability
• •Action & Contribution
• •Legacy & Memorialization
• •Corporate Responsibility
• •Simplicity

Best Practices

• •Always Lead with "Why": Start with the inspirational and emotional reason for planting a tree (e.g., "Build a better future," "Give a meaningful gift") before explaining the "how."
• •Use Empowering Verbs: Employ strong, action-oriented words like "Build," "Create," "Give," "Grow," and "Join" to inspire immediate action from the audience.
• •Segment Your Messaging: Maintain a clear distinction in tone between individual supporters (emotional, legacy-focused) and corporate partners (strategic, data-driven, CSR-focused).
• •Emphasize Tangibility: Consistently remind the audience that their contribution is not abstract. Use phrases like "visible and measurable," "a tangible gift," and "your own tree" to make the impact feel real.
• •Maintain a Hopeful Outlook: While the need for environmental action is urgent, the brand's tone should remain positive and focused on the power of collective action to create a better, greener world. Avoid overly alarming or negative language.

Social Perception

The perception the brand aims to cultivate is that of a trustworthy, effective, and impactful organization. By framing tree planting as a solution for personal and corporate environmental goals, it positions itself as a facilitator of positive change. The name "Een Groen Hart" (A Green Heart) itself evokes a sense of passion, care, and a love for nature, which aligns with the values of environmentally conscious consumers and businesses. The Dutch word for green heart is also associated with sustainability, environmental awareness, and personal growth.

Copy Examples

• •Give a gift that grows. Plant a tree today for a greener tomorrow. A living legacy for someone you love or a gift to the planet itself.
• •Ready to put your company's values into action? Partner with Een Groen Hart to plant a corporate forest. A visible, measurable step towards sustainability that grows with your business.
• •Create an enduring tribute. Planting a tree with Een Groen Hart offers a living memorial to a loved one, a symbol of life and continuity that helps heal the planet.
• •Your green heart can change the world. For every major life moment—a birth, an anniversary, a new beginning—plant a tree and let your roots of change dig deep.
• •Don't just count your carbon footprint—actively reduce it. Our tree planting initiatives provide a tangible way to offset CO2 emissions and build a stronger, greener brand.