Brand Tone

Authoritative and Utilitarian

Brand Values

• •Safety
• •Consolidation
• •Timeliness
• •Community Focus

Best Practices

• •Prioritize Clarity Over Creativity: The primary goal is to inform, not entertain. Use simple, direct language that is easy to understand in a stressful situation.
• •Maintain an Authoritative Voice: Always sound like a credible source of information. Avoid slang, jokes, or overly casual phrasing that could undermine the seriousness of the alerts.
• •Emphasize Consolidation and Convenience: Consistently remind users that the key benefit is getting all necessary information in one place, saving them time and effort. This is the unique selling proposition.
• •Be Transparent: Clearly state that the service is a private aggregator of official data. This builds trust and manages user expectations regarding the source of the information.
• •Focus on "Peace of Mind": Frame the benefit of the service in terms of user safety and security. The ultimate product is not just data, but the feeling of being prepared and informed.

Social Perception

The public perception of NSW Incident Alerts is largely positive, viewing it as a useful and credible tool. Credibility is boosted by being listed on Shire Council websites. Users value its usefulness for aggregating critical information. However, there are reliability concerns regarding accuracy and timeliness compared to official sources, especially since it's a paid service. It's understood as a privately run third-party aggregator, not affiliated with government agencies.

Copy Examples

• •All NSW Alerts. One App. Real-Time Notifications.
• •Stop switching between RFS, SES, and Live Traffic. We bring all the critical alerts for your chosen NSW locations directly to you, so you can make faster, safer decisions for your family.
• •SEVERE WEATHER WARNING issued for the Hunter region. Stay informed with real-time push notifications from NSW Incident Alerts. Know what's coming and stay safe. #NSWWeather #StormAlert
• •Bushfire season is here. Are you prepared with the right alerts?
• •Don't miss critical alerts. From road closures to flood warnings, NSW Incident Alerts sends them all to your phone. Subscribe now for peace of mind.