Brand Tone

Serious, Passionate, Reverent, Authoritative

Brand Values

• •Biblical Foundationalism
• •Discipleship & Spiritual Vigor
• •Christ-Centered Living
• •Counter-Cultural Stand
• •Spiritual Transformation

Best Practices

• •Use Authoritative and Passionate Language: Employ strong, declarative verbs and adjectives. Words like "powerful," "unshakeable," "majesty," "summons," and "victorious" align with the established tone. Avoid passive or hesitant phrasing.
• •Maintain a Serious and Reverent Tone: The subject matter is treated with the utmost seriousness. Avoid humor, slang, or overly casual language that would dilute the brand's intensity and focus on sacred themes.
• •Center the Message on Transformation and Action: Frame every product or resource as a tool for profound spiritual change. The copy should challenge the reader to move beyond passivity and take their faith seriously, using the resource as a catalyst.
• •Incorporate "Us vs. Them" Framing Subtly: Position the brand's teachings as a return to "true" or "historical" Christianity in contrast to a flawed "modern" version. This reinforces the value proposition for those seeking a deeper, more demanding faith.
• •Anchor Everything to the Core Mission: Always tie the copy back to the central values of Christ-centeredness, biblical authority, and bravehearted discipleship. Every piece of content, from a product description to a social media post, should feel like a direct extension of the ministry's primary purpose.

Social Perception

Ellerslie's social perception is distinctly divided. To its target audience and followers, it is seen as a source of profound spiritual truth and a vital tool for anyone serious about their Christian faith, often described as life-changing and foundational. They are perceived as authentic, uncompromising, and deeply committed to their mission. Conversely, critics perceive the brand as overly intense, dogmatic, and potentially spiritually unhealthy, with some discussions suggesting its methods are harsh or promote a form of self-righteousness.

Copy Examples

• •Is your prayer life weary? Have you forgotten the power that shakes foundations? 'Wrestling Prayer' is not a gentle suggestion; it is a summons to reclaim the potent, world-changing intimacy with God that is your birthright. It's time to recharge your spiritual batteries and witness the return of power to your life and your church. Begin here.
• •The world offers fleeting opinions. We offer unshakeable truth. The Ellerslie Online Program is more than a study; it's a forging ground for your faith. In five powerful weeks, become captivated by Jesus in a way that will redefine every aspect of your life. Are you ready to build a faith that can withstand any storm? Enroll today.
• •This is more than fabric and ink. It's a declaration. In an age of compromise, to be bravehearted is to stand for truth, to live with conviction, and to reflect the majesty of a King. Wear the call.
• •(Image: Majestic shot of the Rocky Mountains at sunset from the Ellerslie campus). Caption: 'He is the one singular thing that can bring light out of darkness and life out of death. Let everything else fade away until He is the blazing center of your life. #Ellerslie #BraveheartedGospel #Jesus #Discipleship #UnshakeableFaith'
• •Tired of a Passive Faith? It's Time to Awaken. Body: "Modern Christianity too often settles for comfort over conviction. But you were made for more. Our resources are crafted to equip you for a vibrant, victorious Christian life in --to stand firmly on the foundation of who Jesus is. Discover the tools you need for a faith that truly works."