Brand Tone

inspirational, empowering, resilient, compassionate, supportive, friendly, optimistic, encouraging, personal, witty, humorous, fun, engaging

Brand Values

• •Empowerment
• •Community and Peer Support
• •Resilience and Positivity
• •Inclusivity and Awareness
• •Action and Achievement

Best Practices

• •Lead with Empowerment, Not Pity: Always frame the narrative around strength, achievement, and potential. Use active, positive language. Instead of "amputees who suffer," use "Troopers who challenge expectations."
• •Use the "Trooper" Voice: Feature testimonials and stories directly from the community members. Their authentic voices are your most powerful asset and perfectly embody the brand's spirit.
• •Balance Inspiration with Relatability: While highlighting incredible achievements is great, also share the everyday moments of connection, like coffee mornings and bowling, to show the accessible, human side of the community.
• •Inject Personality and Humor: Don't be afraid to be lighthearted. The brand's founder uses humor effectively. Puns like "Ampu-Teas" are a great example of this friendly and approachable tone.
• •Focus on "Together" and "Community": Consistently use words like "we," "together," "community," and "support network" to reinforce the core value of peer support and collective strength. Emphasize that no one is alone on their journey.

Social Perception

Finding Your Feet is widely perceived as a vital and life-saving organization within Scotland. It is viewed as a cornerstone of the amputee community, providing essential support that complements the services of the NHS. The founder, Cor Hutton, is seen as an inspirational figure whose personal journey and relentless dedication are the driving force behind the charity's success. The testimonials from "Troopers" and their families paint a picture of a deeply trusted and beloved organization that fosters a strong sense of belonging and hope. The charity is also recognized for its impactful awareness campaigns and successful fundraising efforts.

Copy Examples

• •Reaching new heights, together. Our Troopers showed us what strength and community look like at our climbing club this week. Every grip, every cheer, every smile – this is what it's all about. #FindingYourFeet #AmputeeStrong #Community #NoLimits
• •Isolation is one of the biggest challenges after limb loss. A simple coffee morning can be a lifeline. Your donation of £10 could fund a spot at our 'Ampu-Teas,' helping someone reconnect and find their smile again. Help us keep the conversation and the coffee flowing. Donate today.
• •Wear Your Support. Every t-shirt and teddy bear you buy from our store helps fund vital support services for amputees across Scotland. Shop with purpose and help our Troopers take their next step.
• •From hospital visits to summiting Kilimanjaro, our mission is simple: support families affected by limb loss every step of the way. We are Finding Your Feet. #Charity #Scotland #SepsisAwareness #Inspiration
• •Brian's Story: From VR simulators to finding a new reality.