Brand Tone

inspirational, resilient, and community-centric. The language is hopeful and determined, focusing on collective action and future recovery. It avoids a sense of pity, instead opting for a message of strength, unity, and unwavering love for the island. Communications are direct and transparent, clearly stating the purpose of their fundraising and the destination of the funds. There is also a strong element of gratitude, frequently thanking volunteers, donors, and the wider community for their support.

Brand Values

• •Community: The core value is the concept of a "Sanibel Family." The brand emphasizes that they are volunteers, residents, and visitors united by a shared love for the island.
• •Resilience: The name itself is the primary value. It speaks to the determination to rebuild and come back "Stronger Than The Storm."
• •Service & Aid: The brand is fundamentally altruistic. Its entire purpose is to serve and provide financial assistance and support to every facet of the island—residents, local businesses, and the natural environment.
• •Hope: Amidst the documentation of devastation, the brand consistently pushes a forward-looking message of rebirth and renewal.
• •Authenticity: Founded and run by people with a deep, personal connection to the island, the brand's efforts are perceived as genuine and born from a place of love and personal loss.

Best Practices

• •Lead with the Mission: Every piece of copy, especially for product sales, should first connect the purchase to the ultimate goal: recovery. The "why" (helping the island) must always come before the "what" (the product).
• •Use "We" and "Our": Employ inclusive language that reinforces the sense of a united community. Terms like "our island," "our paradise," and "our Sanibel Family" strengthen the bond between the organization and its supporters.
• •Balance Hope and Reality: Acknowledge the devastation and the long road ahead, as it validates the need for the organization. However, always pivot to a message of resilience, progress, and hope.
• •Show, Don't Just Tell: Use tangible examples of where the funds are going. Mentioning specific projects, business reopenings, or wildlife preservation efforts makes the impact of a donation or purchase feel more real and immediate.
• •Amplify Community Voices: Regularly share stories, photos, and testimonials from residents, volunteers, and business owners on the island. This user-generated content is authentic and powerfully reinforces the brand's core values of community and resilience.

Social Perception

SanibelStrong is overwhelmingly perceived as a positive and crucial grassroots movement. It is seen as a legitimate and trusted channel for providing aid. The public, including past visitors and those with no direct connection to the island, view purchasing merchandise as a tangible way to contribute to the recovery. On social media, the #SanibelStrong hashtag is a unifying symbol, used to share personal stories of loss, document cleanup and rebuilding, and celebrate milestones in the island's recovery. The brand is seen not as a commercial entity, but as a symbol of the island's enduring spirit.

Copy Examples

• •Rebuilding our paradise, together. 100% of all proceeds go directly to the residents, businesses, and wildlife of Sanibel Island. Wear your support. Show our strength. We are #SanibelStrong.
• •Every sunrise brings new progress. Thanks to your incredible support, another local business is one step closer to reopening its doors. This is what community looks like. This is what it means to be #SanibelStrong. See the latest recovery updates and learn how you can help at sanibelstrong.store.
• •This isn't just a t-shirt; it's a statement of hope. It’s for everyone who has felt the sand of our beaches and the warmth of our community. 100% of the net proceeds from this shirt fund our mission to help our island family recover and rebuild. Thank you for being Stronger Than the Storm with us.
• •A Milestone of Hope: Your Support in Action on Sanibel
• •Hurricane Ian washed away buildings, but it couldn't touch our spirit. The road is long, but with every donation, we clear more debris, help another family return home, and restore a piece of our island. Join the movement. Be the strength. Be #SanibelStrong.