Brand Tone

Supportive & Encouraging, Hopeful & Positive, Practical & Helpful

Brand Values

• •Support & Community
• •Empathy & Understanding
• •Alleviating Burden
• •Empowerment
• •Making a Difference

Best Practices

• •Use phrases that convey "we understand" and "we're here to help."
• •Avoid overly clinical or detached language.
• •Focus on empowerment and small victories.
• •Reinforce the "by patients, for patients" ethos.
• •Create internal guidelines if multiple people are creating content.

Social Perception

Helpful Resource, Trustworthy, Caring & Compassionate, Community-Focused

Copy Examples

• •Making the cancer journey a little more bearable.
• •We get it, because we've been there!
• •Request help, manage offers, track symptoms, and create a wishlist.
• •Thoughtful gift bundles, accessories, and items for comfort and mindfulness.
• •The app's functionalities, and the impact-driven nature of the organization.