Brand Tone

Respectful, Patriotic, and Community-Centric

Brand Values

• •Pride in Service
• •History & Heritage
• •Quality & Authenticity
• •Community & Recognition

Best Practices

• •Always use language that reinforces the sense of a shared community. Write as a member of the USPHS family, for the USPHS family. Phrases like 'our history' and 'our service' are powerful.
• •For every product, find a connection to the Corps' legacy. A simple T-shirt becomes more meaningful when a blog post explains the historical significance of its design.
• •As the brand represents a uniformed service, all copy should be free of slang, overly casual language, or controversial humor. The tone should mirror the dignity of the Corps itself.
• •In product descriptions, go beyond listing features. Explain *why* the product was made—to provide a high-quality, lasting way for officers to show their pride, filling a gap that previously existed.
• •Leverage customer reviews and user-generated content in marketing. A photo of a real officer wearing a PHS Proud shirt is more powerful than a stock image. Their testimonials are authentic affirmations of the brand's core values.

Social Perception

Among its target audience, PHS Proud is perceived as a highly positive, needed resource, authentic and trustworthy, and a purveyor of quality goods.

Copy Examples

• •Wear your service with honor. Crafted from premium, breathable fabric, this polo isn't just a piece of clothing—it's a statement. Featuring the discretely embroidered USPHS seal, it’s a professional and proud way to represent the Corps' legacy of service, whether in the office or on the go. Be PHS Proud.
• •Service is a family affair. From generation to generation, the pride of the U.S. Public Health Service Commissioned Corps runs deep. We see you, and we honor your family's commitment. #PHSProud #USPHS #PublicHealth
• •Your service didn't end when you took off the uniform. The pride lasts a lifetime. Our collection of alumni gear is designed for you. Reconnect with the Corps and celebrate its incredible history. Shop the legacy collection today.
• •A Piece of History: The New Knappton Cove Quarantine Station Coin is Here
• •More Than Merchandise. It's Our Heritage. The only store dedicated to the culture, history, and pride of the U.S. Public Health Service Commissioned Corps.