Brand Tone

Community-focused, Passionate, Supportive, and Urgent

Brand Values

• •Sustainability
• •Community Support
• •Empowerment
• •Affordability & Accessibility
• •Education

Best Practices

• •Always Emphasize Community Impact: Frame messages around how Furniture Reuse benefits the local people and the collective good. Use words like "we," "us," "our community," and "together."
• •Highlight Sustainability and Second Chances: Consistently weave in the environmental benefits of reuse and the idea of giving items and people a new opportunity.
• •Maintain a Supportive and Empathetic Voice: Especially when addressing challenges or appealing for help, ensure the tone is understanding, hopeful, and focused on solutions and collective effort.
• •Be Direct and Action-Oriented: Clearly state what you do, why it's important, and what you want the audience to do (e.g., donate, shop, volunteer, support).
• •Show, Don't Just Tell, Your Passion: Let the genuine enthusiasm for the mission shine through. Use authentic stories (like Emelda's or the volunteer's) where possible to illustrate the impact and the dedication behind the work.

Social Perception

vital community asset and a beacon of sustainability

Copy Examples

• •Headline: More Than Just Furniture. It's a Second Chance. For Homes, For People, For Our Planet. Body: At Furniture Reuse, every pre-loved piece you buy or donate helps us build a stronger, greener East London. Support our mission to reduce waste, empower our neighbours, and furnish homes with love. Visit us today and be part of the change.
• •Headline: Keep Our Community Strong. Keep Sustainability Alive. Body: We're Furniture Reuse, your local hub for affordable furnishings, skill-building workshops, and a helping hand when it's needed most. The current crisis threatens our ability to serve. Help us keep our doors open. Your support matters.
• •Headline: Give Your Furniture a Future. Give Our Community Hope. Body: Donating your unwanted furniture to Furniture Reuse does more than clear space. It prevents landfill, provides an affordable option for a family in need, and supports vital local programs like our food bank and repair cafés. Donate today – it makes a real difference.
• •Headline: Learn, Save, & Support: Join Our Next Repair Café! Body: Don't toss it, fix it! Our free Repair Cafés at Furniture Reuse teach you valuable skills to bring new life to old items, saving you money and reducing waste. Come connect with your community and empower yourself. Check our website for the next event!
• •Headline: Furnish Your Home Affordably, Sustainably, and With Heart. Body: Discover unique, quality pre-loved furniture at Furniture Reuse. Every purchase supports our mission to combat waste, assist families, and build a more sustainable East London for everyone. Shop with purpose.