Brand Tone

Inspiring, Community-Focused, and Appreciative

Brand Values

• •Empowerment and Opportunity
• •Inclusivity and Dignity
• •Community and Support
• •Quality
• •Advocacy and Education

Best Practices

• •Lead with the "Why": Always connect the product or event back to the core mission. Whether selling a candle or promoting a sale, the underlying message should be that this action supports meaningful employment. Start with the "what" (the product/event) and pivot quickly to the "why" (the impact).
• •Champion Your Team: Feature real employees in your storytelling. Use their names (with permission), share their stories of growth, and highlight their specific skills. This authenticates your mission and transforms abstract concepts like "empowerment" into tangible, human stories.
• •Use Inclusive, Community-Centric Language: Consistently use words like "we," "our," "us," and "the community." This reinforces the idea that customers, donors, and staff are all part of the same team working towards a common goal.
• •Balance Mission with Quality: While the mission is the primary driver, do not neglect to highlight the quality and uniqueness of the products. Customers are motivated by the mission but make purchasing decisions based on the appeal of the items. Marry the two: "Find a beautiful, handcrafted gift *and* support an incredible cause."
• •Maintain a Tone of Positivity and Gratitude: Frame everything in a positive light, focusing on abilities, achievements, and hope. Regularly and explicitly thank your audience for their support, purchases, and engagement. This builds loyalty and reinforces the positive community perception the brand already enjoys.

Social Perception

Overwhelmingly positive, perceived as a beloved local institution and a force for good, offering high-quality products from a supportive and trustworthy organization.

Copy Examples

• •Meet Sarah from our Floral & More team! With a keen eye for color and a passion for bringing joy to others, Sarah crafts stunning arrangements like this "Sunshine in a Vase" bouquet. Every purchase at Little Red Hen is a celebration of the incredible talents of our team members and helps us provide more empowering jobs in our community. Swipe to see the final creation! #LittleRedHen #RetailWithAPurpose #ChicoCA #FlowerPower #CommunityImpact
• •Find a gift that gives back. From unique vintage treasures to modern kitchen gadgets, your purchase at Little Red Hen makes a world of difference. 100% of our profits support fair-wage employment and life-changing programs for adults with developmental disabilities in Chico. Shop with purpose. Shop online today!
• •More Than a Store. We are a community. A workplace. A support system. At Little Red Hen, we provide empowering employment for individuals with developmental disabilities. Every item you buy, from a perennial plant to a vintage plate, helps us build a more inclusive world.
• •Hi [Name], it ’s that time of year again! Join the Little Red Hen Plant Nursery and 14 other local nurseries for the Annual Nursery Crawl on March 22-23. Pick up your flyer, collect six stamps, and enter to win a gift certificate! Every visit to our nursery supports our amazing staff as they learn, grow, and share their horticultural skills. Come say hello and see what's blooming! #NurseryCrawl #CommunityGarden #ChicoEvents
• •It takes a village. This year, our team of 175 employees learned new skills, built confidence, and made lasting friendships—all thanks to your support. As we look to the new year, help us continue to provide a place where everyone has the opportunity to shine. Your donation today directly funds our job training and children's social programs.