Brand Tone

empowering, reassuring, and educational

Brand Values

• •Holistic Preparedness
• •Resilience and Empowerment
• •Expertise and Trust
• •Community and Support

Best Practices

• •Maintain an Empowering and Reassuring Tone: Always frame preparedness as a positive and proactive step, not a reaction to fear. Use words like "confident," "ready," "resilient," and "calm."
• •Emphasize Holistic Preparation: Consistently message that Terra Frma provides more than just physical supplies. Highlight the inclusion of psychological and emotional readiness tools.
• •Lead with Education: Position the brand as an expert guide. Use copy to educate the audience about the 'why' behind the preparations, not just the 'what'.
• •Highlight the "Expert-Backed" Aspect: Regularly mention the collaboration with disaster experts, therapists, and first responders to reinforce credibility and trust.
• •Focus on Simplicity and Action: Break down the seemingly overwhelming task of disaster prep into simple, manageable steps. Use clear, direct, and instructional language.

Social Perception

The brand's products, especially the "Disaster Deck," are perceived positively for their practicality, portability, and water-resistant design. They are recommended as essential for emergency kits. The color-coded, easy-to-use format is a key benefit. The brand is also seen as a women-owned business producing high-quality, American-made products.

Copy Examples

• •Headline: Don't Just Pack a Bag. Prepare Your Mind. Body: Disasters are more than a test of your supplies; they're a test of your resilience. Our Grab + Go Box is co-designed by trauma therapists and first responders to prepare you emotionally and physically for the unexpected.
• •Headline: Calm in the Chaos. Confidence in a Card. Body: When the power is out and the internet is down, clarity is your greatest asset. The pocket-sized Disaster Deck gives you simple, life-saving steps for 12 different emergencies. Waterproof, durable, and always ready.
• •Headline: From 'What If?' to 'I'm Ready.' Body: Move beyond anxiety with actionable plans. Our step-by-step Guidebook and Action Plans turn disaster preparedness from a daunting task into a series of achievable steps for your family.
• •Headline: Built by Experts. Trusted by Families. Body: We partnered with first responders, life coaches, and disaster survivors to create a system that builds true resilience. Prepare your home and your loved ones with a thoughtful approach to safety.
• •Headline: More Than Gear. It's Peace of Mind. Body: True preparedness isn't about having the most stuff; it's about having the right plan. Our holistic kits guide you through preparation, evacuation, and recovery, so you can stay calm and focused when it matters most.