Brand Tone

Empathetic and Compassionate, Respectful and Dignified, Supportive and Encouraging, Grateful, Professional and Quality-Focused

Brand Values

• •Support and Rehabilitation
• •Gratitude and Recognition
• •Dignity and Confidence
• •Community and Connection
• •Quality and Craftsmanship
• •Long-Term Commitment

Best Practices

• •Always Lead with Empathy and Respect: Every piece of communication should reflect a deep understanding of and respect for the sacrifices and challenges faced by injured service personnel. Avoid overly casual or flippant language.
• •Focus on Empowerment and Positive Futures: While acknowledging injuries and difficulties, the narrative should emphasize recovery, new opportunities, and the resilience of veterans. Frame the charity's work as providing tools for empowerment.
• •Highlight Community and Connection: Emphasize the importance of the reunion events and the network of support the charity provides, showcasing that it's about more than just clothes.
• •Maintain a Tone of Sincere Gratitude: Consistently express thanks to the veterans for their service and to supporters for their contributions. This reinforces the charity's core motivation.
• •Be Authentic and Transparent: Share real stories (with permission) and clearly explain how donations and support are used. This builds trust and reinforces the genuine nature of the charity's mission, as seen in Emma Willis's personal accounts of starting the charity.

Social Perception

Highly Respected, Effective and Impactful, Compassionate and Necessary, Associated with Quality and British Craftsmanship, Supported by Prominent Figures

Copy Examples

• •Headline: Restoring Dignity, One Bespoke Shirt at a Time. Body: For over a decade, Style For Soldiers has been dedicated to thanking our injured servicemen and women, providing them with the confidence of smart attire and the warmth of a supportive community. Your contribution helps us continue this vital mission. Call to Action: Support Our Veterans Today.
• •Headline: More Than a Suit: It's a New Beginning. Body: Transitioning to civilian life can be challenging. Style For Soldiers offers more than just clothing; we provide a network of support, reunion events, and the smart appearance that empowers veterans for interviews and new careers. Help us dress a hero for their next chapter. Call to Action: Donate to Style For Soldiers.
• •Headline: A Gift of Gratitude, A Symbol of Respect. Body: Emma Willis MBE founded Style For Soldiers to give back to those who have given so much. From a bespoke shirt to a handcrafted walking stick, every item is a token of our nation's gratitude, helping veterans stand tall. Call to Action: Learn How You Can Help.
• •Headline: Weaving a Community of Support for Our Bravest. Body: The journey of recovery extends beyond the hospital. Style For Soldiers reunion events bring together injured veterans and their families, fostering connections and reminding them they are not alone. Your support makes these vital gatherings possible. Call to Action: Join Our Cause.
• •Headline: Style. Support. Soldiers. Body: We believe in the power of well-fitting clothes to lift spirits and open doors. Style For Soldiers provides injured veterans with the smart attire and confidence they deserve as they forge new paths. Stand with us. Call to Action: Get Involved with Style For Soldiers.