Brand Tone

Authentic and Raw, using direct, unfiltered language that reflects real-world first responder experiences. Humorous with dark/insider jokes specific to the emergency services community. Community-focused and Supportive, committed to providing a space for connection and shared experiences among first responders.

Brand Values

• •Community
• •Authenticity
• •Respect for the Profession
• •Sustainability

Best Practices

• •Embrace the "In-Joke": Use language and humor that is specific to the first responder community to foster a sense of belonging and authenticity.
• •Prioritize Authenticity Over Polish: The tone should feel like it's coming from a fellow "street medic," not a marketing team. Avoid overly polished or corporate language.
• •Acknowledge the Realities of the Job: Don't shy away from the stress and challenges of being a first responder. This will build trust and rapport with the audience.
• •Foster Community in All Communications: Encourage interaction and sharing of experiences in social media posts and other content. Frame the brand as a hub for the community.
• •Be Direct and to the Point: In product descriptions and calls to action, be clear and straightforward, mirroring the no-nonsense communication style often valued in this profession.

Social Perception

Positive within the first responder community, seen as an authentic and relatable voice. However, mixed from a consumer standpoint due to reported issues with customer service and reliability, which could affect reputation.

Copy Examples

• •For those who speak in acronyms and run on caffeine and adrenaline. This one's for you. #ParamedicLife
• •Long shifts, tough calls. We see you. Take care of each other out there. #FirstResponders
• •Engineered to survive the night shift, endless paperwork, and the one partner who always drops things. #MedicProof
• •You handle the emergencies, we'll handle the gifts. Get 20% off everything for the first responder in your life.
• •To the calm in the chaos, the steady hands, and the ones who show up no matter what. Happy EMS Week. #EMSWeek #ThankYou