Brand Tone

Empathetic, Hopeful, Supportive, and Educational

Brand Values

• •Helping Women Now
• •Early Detection and Education
• •Support Services
• •Hope
• •Integrity and Trust
• •Collaboration and Community
• •Innovation
• •Respect and Compassion

Best Practices

• •Always Lead with Empathy and Hope: Regardless of the product or promotion, ensure the language is understanding, compassionate, and ultimately optimistic. Frame messages around support and the positive impact of contributions.
• •Clearly Connect Purchases to the Mission: Consistently remind customers that their purchases from the NBCF Shop directly fund the foundation's vital work in early detection, education, and support services. This reinforces the value beyond the product itself.
• •Use Inclusive and Supportive Language: Address the audience in a way that makes them feel part of a caring community. Use words like "we," "us," "together," and "your support" to foster a sense of collective effort.
• •Educate Gently: Weave in educational facts or reminders about breast health and the importance of early detection where appropriate, but do so in an encouraging and non-alarming way.
• •Maintain Visual and Verbal Consistency: Ensure that the tone of the copy aligns with the visual branding (e.g., softer colors, hopeful imagery) used on the website and social media for a cohesive and trustworthy brand experience. Develop and adhere to brand language guidelines.

Social Perception

Trusted and Reputable, Supportive and Impactful, Mission-Driven, Community-Oriented, Advocacy and Awareness

Copy Examples

• •Wear your support, share your strength. Our 'Hope Is Stronger Than Fear' bracelet is more than an accessory – it's a symbol of resilience and a reminder that every purchase helps us provide vital support to those touched by breast cancer. Shop now and spread hope.
• •Every item in the NBCF Shop carries a story of hope and a promise of help. From cozy apparel to inspiring gifts, your purchase empowers us to continue our mission of early detection, education, and support. Shop with purpose today.
• •This October, join a community united by hope. When you choose a gift from the NBCF Shop, you’re not just buying a product – you’re funding crucial research, providing a comforting HOPE Kit, and helping a woman access a life-saving mammogram. Together, let's make a difference.
• •Did you know 1 in 8 women will be diagnosed with breast cancer in her lifetime? Our '1 in 8' sticker serves as a powerful reminder and a conversation starter. Get yours at the NBCF Shop and help us spread awareness and the importance of early detection.
• •Your support through the NBCF Shop helps us deliver HOPE Kits filled with comforting and useful items to patients undergoing treatment. It's a tangible way to show you care and make a difficult journey a little brighter. Find items that give back.