Brand Tone

Inspirational, Resilient, Empathetic, Purpose-Driven, and Action-Oriented, with a raw, honest, and vulnerable yet hopeful and strong voice.

Brand Values

• •Resilience
• •Service
• •Empowerment
• •Connection
• •Vulnerability

Best Practices

• •Lead with Vulnerability, End with Strength: Start narratives with an honest acknowledgment of struggle or pain, but always pivot to a message of hope, resilience, and actionable steps forward.
• •Emphasize "We" and "Together": Use inclusive language to foster a sense of community and shared journey. The brand is about walking *beside* people, not talking *at* them.
• •Use Action-Oriented Language: Frame everything in terms of action and impact. Use strong verbs like "build," "transform," "empower," "reclaim," and "create" to reflect the brand's proactive stance.
• •Anchor Everything to the 'Why': Continuously tie every service, post, and story back to the core mission: giving a "hand up, not a hand out." This phrase is the brand's north star and should be a recurring theme.
• •Maintain a Tone of Raw Authenticity: Avoid corporate jargon or overly polished marketing speak. The power of the brand comes from Eric Donoho's real, unfiltered story. The copy should reflect this by being direct, honest, and deeply human.

Social Perception

Overwhelmingly positive; viewed as a credible, powerful, and authentic advocate for veterans and mental health. Perceived as a leader, storyteller, and effective agent of change who transforms personal pain into public purpose, with genuine mission-driven impact.

Copy Examples

• •Your story isn't over. It's waiting to be reclaimed. We're here to help you take the first step.
• •The deepest scars can be the source of our greatest strength. Every time I share my story, it’s not about looking back at the darkness, but about showing the path forward to the light. Healing starts when we’re brave enough to say, 'I've been there too.' #HandUp #Resilience #VeteranSupport #MentalWellness #Purpose
• •More than a survivor. A leader.
• •The Weight We Carry: A Moral Injury Workshop. This isn't about therapy; it's about connection. Join Eric Donoho in a safe space to share stories, dismantle the weight of the past, and forge a new identity built on purpose and strength. Walk in with a burden, walk out with a mission.
• •Struggling to find your purpose after service? You're not alone. Hand Up LLC offers speaking, workshops, and a community dedicated to helping veterans and leaders turn adversity into impact. Learn how to lead with resilience. Click to learn more.