Brand Tone

Empathetic, Authentic, and Empowering

Brand Values

• •Connection
• •Support
• •Self-Care
• •Leadership and Advocacy
• •Resilience

Best Practices

• •Lead with Empathy, Not Pity: Always frame the conversation from a place of understanding and shared experience. Use "we" and "us" to foster a sense of community. Avoid language that portrays individuals as victims; instead, frame them as resilient people on a recovery journey.
• •Authenticity is Your Anchor: Continue to ground the brand in the real, lived experiences of the founders and the community. Share personal stories (with permission) and be transparent about both struggles and successes. This builds trust that cannot be manufactured.
• •Use Empowering & Action-Oriented Language: Focus on positive actions and outcomes. Use strong verbs that inspire action, such as "Connect," "Build," "Heal," "Learn," and "Grow." Shift the focus from the problem (PTSD) to the solutions (self-care, community, resilience).
• •Acknowledge the "Immediate Support": Consistently include the families and support networks of veterans and first responders in the messaging. This unique focus is a core value and a key differentiator, recognizing that invisible injuries affect entire families.
• •Maintain a Hopeful Realism: Be honest about the challenges of PTSD without letting the message become bleak. Acknowledge the pain and difficulty, but always pivot to the hope and possibility of recovery and growth. The tone should be realistic about the work required but optimistic about the outcome.

Social Perception

Credible, Grassroots, and Necessary

Copy Examples

• •The heaviest battles are often the ones no one sees. But you don't have to carry them alone. Today is a new day to find your breath, connect with support, and take one step forward. Your journey to post-traumatic growth is real, and we're here to walk the path with you. #InvisibleInjuries #VeteransSupport #FirstResponders #MentalHealthAwareness #YouAreNotAlone
• •When they support our community, you support them. But who supports you? Invisible Injuries provides resources and a network for the families standing behind our veterans and first responders. Learn about our holistic programs and how we can help your whole family heal. #FamilySupport #PTSDAwareness #StrongerTogether
• •Find Your Path to Recovery
• •Fuel the Fight for Mental Health. Lead by Example.
• •My journey from a Special Forces soldier to a mental health ambassador was never part of the plan, but it has become my most important mission. At Invisible Injuries, we're building the resources I wish I'd had—practical, holistic, and community-driven. We're proving that an injury doesn't have to be a life sentence. It can be the beginning of profound growth. #MentalHealth #Veterans #Leadership #PTSD #Community