Brand Tone

Community-Focused, Purpose-Driven, and Friendly

Brand Values

• •Affordability
• •Sustainability
• •Community Empowerment
• •Dignity and Hope
• •Service & Volunteerism

Best Practices

• •Always Connect to the Mission: In every piece of copy, from item descriptions to sale announcements, find a way to briefly mention the "why." A simple phrase like "Every purchase builds homes" reinforces the brand's purpose.
• •Use "You + We" Language: Frame communications as a partnership. Use "You" to speak directly to the customer/donor and "We" to represent the organization, creating a sense of a shared goal (e.g., "When you donate, we can build...").
• •Highlight the Triple Bottom Line: Consistently communicate the three key benefits of engaging with the ReStore: the shopper saves money, the planet benefits from recycling, and the community benefits from the housing mission.
• •Celebrate the "Find": Embrace the "treasure hunt" perception. Use words like "discover," "unique find," "one-of-a-kind," and "new arrivals" to create excitement and a sense of urgency around the ever-changing inventory.
• •Keep it Positive and Empowering: The tone should always be hopeful and action-oriented. Focus on the positive impact of a donation or purchase, empowering the audience by showing them they are part of the solution.

Social Perception

The public generally perceives Habitat Oakland ReStores positively. They are seen as: A Source for Good Deals, A Worthy Cause, An Asset to the Community.

Copy Examples

• •Your dream dresser just arrived. ✨ This one-of-a-kind vintage piece is waiting to be the star of your bedroom. When you purchase it, you're not just redecorating; you're helping a local family build the foundation for their future. Now that's a beautiful find. #HabitatReStore #TreasureHunt #ShopForACause #OaklandCounty
• •Remodeling your kitchen? That old set of cabinets could be the final piece for someone else's project! Donating your gently used furniture, appliances, and building materials to the ReStore keeps them out of the landfill and puts them to work building homes right here in Oakland County. It's easy, free, and makes a real difference. Learn more about our free donation pickup! [Link to donation page]
• •25% Off All Furniture This Weekend! Find your next treasure and help build hope. Every purchase helps a local family build a place to call home.
• •A Look Inside: New Arrivals, Mission Moments, and Your Impact.
• •Got a few hours to spare? Become a ReStore volunteer! You'll help us organize donations, assist customers, and be a vital part of our mission to build affordable homes in our community. Join the team that builds! #Volunteer #OaklandCounty #HabitatForHumanity