Brand Tone

Empathetic & Compassionate, Authentic & Honest, Inspiring & Hopeful, Purpose-Driven, Community-Focused

Brand Values

• •Mental Health Advocacy & Destigmatization
• •Authenticity & Transparency
• •Community & Support
• •Purpose Over Profit
• •Resilience & Healing
• •Kindness & Compassion

Best Practices

• •Lead with Empathy: Always approach content from a place of understanding and compassion, acknowledging the challenges many face with mental health.
• •Maintain Authenticity: Share openly and honestly, reflecting the founder's voice and the brand's journey. Avoid jargon or overly clinical language; keep it human and relatable.
• •Focus on Hope and Empowerment: While acknowledging struggles, aim to inspire and empower individuals by highlighting paths to healing, resources, and the strength in community.
• •Foster Community and Conversation: Use inclusive language ("we," "us," "together") and pose questions to encourage engagement and shared experiences. Position the brand as a facilitator of these important discussions.
• •Be Consistent with Core Messaging: Regularly reiterate key phrases like "You are not alone," "Break the stigma," "Honest conversations," and the brand's commitment to mental wellness across all platforms and materials.

Social Perception

Positive & Respected, Authentic, Supportive Community, Seen as more than just a product brand (even before the pivot)

Copy Examples

• •Welcome to The Shadows We Cast, where we bring mental health out of the shadows and into the light. I'm your host, Jennifer St. John, founder of marnie & michael. Join me as we share stories, insights, and resources to foster understanding, healing, and open conversations. You are not alone. #TheShadowsWeCast #MentalHealthMatters #YouAreNotAlone
• •Living authentically means embracing all parts of our story – the triumphs, the struggles, and the moments that reshape us. At marnie & michael, we're on a new journey, one dedicated to the raw, real conversations about mental wellness. It’s not always easy, but it’s always worth it. Read more on the blog. #MentalWellness #AuthenticLiving #YourStoryMatters
• •Ready to explore tools for resilience? Join our upcoming online workshop on [Topic] this [Date]. We'll create a safe space to learn, share, and grow together. Because taking care of your mental health is a strength. Link in bio to register. #MentalHealthWorkshop #ResilienceBuilding #CommunitySupport #MarnieAndMichael
• •marnie & michael: Illuminating the path to mental wellness through honest conversation, shared stories, and supportive resources. Let's break the stigma, together. Explore our resources and join the community. #MentalHealthAdvocacy #SpeakUp #HealingJourney
• •Our new guided journal, 'Be Kind, Love Hard, Make Memories,' is coming soon. Filled with prompts and reflections inspired by my own journey and my mother's wisdom, it’s a gentle companion for your path to healing and self-discovery. Sign up for our newsletter to be the first to know when it launches. #GuidedJournal #MentalWellnessTools #SelfReflection #MarnieAndMichael