Brand Tone

Supportive and Appreciative, Empowering and Action-Oriented, Personal and Heartfelt, Community-Focused, Direct and Earnest

Brand Values

• •Support and Respect
• •Giving Back/Service
• •Empowerment
• •Unity and Connection
• •Loyalty
• •Making a Difference

Best Practices

• •Always Circle Back to the "Why": Every piece of copy, whether for a product description, social media post, or email, should connect back to the core mission of supporting and respecting veterans and servicemembers and the personal impact of the giveback program.
• •Use "You" Language to Empower: Continuously use direct address ("you," "your") to reinforce that the customer is the active participant and the hero in the giveback process, fostering a sense of agency and involvement.
• •Share Authentic Stories (with permission): Leverage the emotional power of the giveback experiences by sharing real, (anonymized if necessary) stories of connection and impact. This reinforces the heartfelt and personal aspects of the brand.
• •Maintain a Tone of Gratitude and Respect: Ensure that the language used always conveys deep appreciation for the sacrifices made by service members. Avoid overly casual or flippant language.
• •Be Clear and Direct about the Giveback Program: Consistently and clearly explain how the "Buy 1, Give 1" program works in various communications to ensure customers understand the unique value proposition and their role in it.

Social Perception

Positive Mission Focus, Seen as a "Giveback Brand", Apparel Quality and Affordability, Smaller, Niche Player, Trust and Authenticity

Copy Examples

• •Headline: More Than a Shirt. It's a Connection. Body: "With every SRVS shirt you purchase, you get a free giveback shirt. Not to send back to us, but for YOU to personally give to a veteran or first responder. Show them they're seen. Show them they're appreciated. #LiveLoyal #SRVSGear"
• •Headline: Be the Bridge. Share the Support. Body: "Our 'Buy 1, Give 1' promise isn't just a program, it's a movement. You become the vital link, delivering a symbol of respect directly to those who've served. It’s simple, powerful, and it changes lives. Who will you thank today? #SupportOurHeroes #SRVSGiveback"
• •Headline: Wear the Respect. Give the Thanks. Body: "SRVS Gear stands for Support and Respect for Veteran's and Servicemembers. Our apparel is designed for comfort, but our mission is built on action. Join us in making a personal impact. Buy a shirt, get a free shirt to give. #LoyaltyNeverFades"
• •Headline: Your Purchase Empowers Their Strength. Body: "It’s not just clothing; it's a lifeline. We've seen these giveback shirts offer strength to those fighting silent battles. Your choice to wear SRVS directly enables you to uplift a hero in your community. Experience the power of personal giving. #SRVSImpact #VeteranSupport"
• •Headline: 31,000 Connections Made. And We're Just Getting Started. Body: "Over 31,000 times, someone like you has handed a SRVS giveback shirt to a hero. That's 31,000 moments of recognition, appreciation, and shared strength. Help us continue the mission. #JoinTheFaction #GiveBack"