Brand Tone

Compassionate and Caring, Community-Oriented, Appreciative and Grateful, Positive and Hopeful, Friendly and Approachable, Resourceful and Practical

Brand Values

• •Community Support
• •Compassion
• •Affordability
• •Sustainability
• •Integrity and Transparency
• •Service
• •Generosity

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your tone (compassionate, community-oriented, appreciative, etc.) with examples of do's and don'ts. Share this with anyone creating content.
• •Focus on "We" and "You": Use inclusive language that fosters a sense of community. "We" refers to the collective effort of the store, volunteers, and Citywide Care. "You" directly addresses and appreciates the supporter (shopper, donor, volunteer).
• •Always Circle Back to the Mission: Subtly or explicitly connect promotions, calls to action, and general communications back to the core purpose – supporting Citywide Care and the community. This reinforces the charitable value.
• •Show, Don't Just Tell, Compassion: Instead of just saying "we are compassionate," use storytelling or examples (where appropriate and with consent) to demonstrate the impact of the community's support. Highlight the positive outcomes.
• •Maintain Positivity and Gratitude: Even when discussing needs or challenges, frame them with an underlying tone of hope and express gratitude for any support received. Ensure all thank-you messages are sincere and emphasize the difference supporters make.

Social Perception

A valuable community resource, A reputable charitable organization, A place for good finds and bargains, A positive contributor to sustainability, Friendly and welcoming, Reliant on community goodwill

Copy Examples

• •Find your next treasure and support your community! ✨ Every purchase at Hope Thrift Store helps Citywide Care provide vital services like food relief and counselling to Tasmanians in need. Shop pre-loved, save money, and make a difference today. #HopeThriftTas #CommunityLove #ThriftForGood
• •Decluttering? Give your pre-loved items a new purpose! 🙏 Your donations of clothing and household goods keep our shelves stocked and directly support families in our community. Drop them off at our Mornington store and help us spread hope. #DonateHope #TasmaniaSupports #SecondChances
• •Got a few hours to spare? Join our amazing team of Hope Heroes! 🦸‍♀️ Volunteering at Hope Thrift Store is a rewarding way to give back, meet new people, and directly contribute to Citywide Care's mission. Every helping hand makes a big impact. Learn more and apply today! #VolunteerTas #MakeADifference #CommunitySpirit
• •Because of YOU, someone found warmth this winter. ❤️ Every dollar spent and every item donated to Hope Thrift Store translates into real help for your neighbours through Citywide Care. Thank you for being a beacon of hope in our community! #ImpactStory #GratefulHeart #HopeInAction
• •Great finds, delivered with care! 🛍️ Our online store (hope-thrift-tas.myshopify.com) is packed with unique pre-loved treasures, all while supporting Citywide Care's mission. Shop sustainably and affordably from the comfort of your home. Your purchase brings hope! #OnlineThrift #ShopLocalTas #SustainableStyle