Brand Tone

Inspirational, compassionate, empowering, authentic, and transparent, conveying hope, resilience, warmth, welcome, and a 'gritty love' for women survivors.

Brand Values

• •Love and Healing
• •Community and Sisterhood
• •Empowerment and Economic Independence
• •Resilience and Hope
• •Dignity and Respect

Best Practices

• •Always connect products and brand back to the core mission of healing and empowering women survivors; the story is the most powerful asset.
• •Use empowering language, framing women as 'survivors' and 'thrivers,' focusing on their strength, resilience, and accomplishments, avoiding victimizing language.
• •Emphasize community and connection using words like 'sisterhood,' 'community,' 'together,' and 'join us' to foster a sense of belonging.
• •Maintain a hopeful and inspirational tone, ensuring the overall message is one of hope, healing, and positive transformation despite acknowledging difficult realities.
• •Be authentic and transparent, sharing real stories (with permission and sensitivity) and being open about the organization's impact to build trust.

Social Perception

Overwhelmingly positive; seen as a legitimate and impactful non-profit making a tangible difference. Customers admire the mission and find products high-quality and meaningful, directly contributing to a worthy cause. Praised for transparency and accountability.

Copy Examples

• •Light the way home. ✨ Our signature candle is more than just a beautiful scent; it’s a symbol of hope and a beacon for women survivors finding their way to a new life. Every candle is hand-poured by a survivor, and every purchase helps fund our mission of healing and empowerment. #LoveHeals #ThistleFarms
• •Nourish your skin, nurture a life. Our new, vegan body butter is crafted with natural ingredients to be as healing for your body as it is for the earth. Handmade with love by the women of Thistle Farms, each jar represents a story of survival and a step towards financial independence. Feel good, inside and out.
• •Wear Love, Share Hope: The Story Behind Our New Apparel
• •For 25 years, Thistle Farms has been a sanctuary for women survivors of trafficking, prostitution, and addiction. We believe that love is the most powerful force for change. Through a two-year residential program, a lifelong sisterhood of support, and meaningful employment, we empower women to heal, thrive, and reclaim their lives. When you support Thistle Farms, you become part of a community that believes in second chances.
• •Join the movement. Your gift provides more than just a safe place to live; it offers a community of love, the resources to heal, and the opportunity for a new beginning. A gift of any amount helps a woman on her journey from survivor to thriver. Donate today and show that love heals.