Brand Tone

Supportive and Empathetic, Respectful and Appreciative, Hopeful and Positive, Professional and Trustworthy, Inclusive, Urgent (when appropriate), Modernizing

Brand Values

• •Support
• •Remembrance
• •Trust and Integrity
• •Collaboration
• •Inclusivity and Respect
• •Advocacy
• •Resilience and Commitment

Best Practices

• •Always Emphasize 'Support' and 'Care'
• •Maintain a Respectful and Grateful Stance
• •Be Hopeful and Solution-Oriented
• •Ensure Clarity and Transparency
• •Be Inclusive and Unifying

Social Perception

Highly Respected and Trusted, Associated with Remembrance and Support, Seen as Making a Tangible Difference, Community-Focused, Efforts to Broaden Perception, Transparent

Copy Examples

• •Headline: More Than a Poppy. It's a Lifeline. Body: Every poppy shows you care. Every donation to Poppyscotland provides vital, year-round support for Scotland's Armed Forces community – from employment aid to mental health services. Help us be there for them. Always. Donate today. Tone: Empathetic, Urgent, Appreciative.
• •Social Media Post (with image of a veteran helped by Poppyscotland): Thanks to your support, veterans like Michael are finding new paths after service. Poppyscotland offers tailored employment support, helping to build brighter futures. #BehindThemAlways #Poppyscotland #VeteransSupport Tone: Hopeful, Supportive, Authentic.
• •Fundraising Appeal Email Subject: Your Gift Can Change a Veteran's Tomorrow. Body: For those who've served our country, the journey doesn't always end on the battlefield. Poppyscotland is here in Scotland to provide essential housing, healthcare, and financial advice when they need it most. Your donation, no matter the size, makes a real difference. Give today and stand with our heroes. Tone: Respectful, Urgent, Empowering.
• •Website Banner for Scottish Poppy Appeal: Wear Your Poppy with Pride. Support Scotland's Heroes. Every November, your poppy helps Poppyscotland provide life-changing assistance to veterans and their families right here in Scotland. Find out how to get your poppy and support the Appeal. Tone: Traditional (with a modern call to action), Respectful, Community-focused.
• •Store Product Description (for a Poppyscotland branded item): Show your support in style. This [product name] not only looks great but also helps fund Poppyscotland's crucial work for the Armed Forces community in Scotland. 100% of profits go directly to providing vital services. Wear it with pride, knowing you're making a difference. Tone: Appreciative, Transparent, Positive.