Brand Tone

Respectful, encouraging, and celebratory. It is rooted in the language of recovery and fellowship, avoiding aggressive sales tactics and focusing on unity and shared purpose. It is supportive, inclusive, humble, service-oriented, joyful, and hopeful.

Brand Values

• •Unity
• •Service
• •Anonymity & Humility
• •Hope & Recovery
• •Integrity & Honesty

Best Practices

• •Always Use "We" and "Our": Frame all copy from the perspective of the fellowship. Use inclusive language like "our celebration," "our unity," and "our message" to reinforce that the shop belongs to the community, not a separate corporate entity.
• •Prioritize Purpose Over Product: The "why" is more important than the "what." Focus copy on the meaning behind the merchandise as celebrating recovery, fostering unity, carrying the message as rather than just on the product's features.
• •Adhere to "Attraction, Not Promotion": Avoid hype-based, urgent, or aggressive sales language ("Don't wait!," "Selling out fast!"). Instead, use a gentle and informative tone. Announce availability and let the value to the member speak for itself.
• •Incorporate Fellowship Language: Naturally use terms and concepts that are familiar to the NA community, such as "gratitude," "fellowship," "carrying the message," "one day at a time," and the specific theme of the upcoming convention. This builds authenticity and trust.
• •Maintain a Service-Oriented Tone: Ensure the copy is always helpful. Provide clear information on ordering, deadlines, and how the proceeds support the convention. The underlying message should always be, "We are doing this for you, the fellowship."

Social Perception

Within its specific community (the NA fellowship), WCNA Shop is perceived as a trusted and integral part of the convention experience. It is seen not as a commercial store, but as a resource for members to acquire meaningful keepsakes that celebrate their recovery journey and their connection to the worldwide NA community. It is viewed with a sense of collective ownership and goodwill.

Copy Examples

• •Headline: Celebrate Our Unity at WCNA 39! Body: The WCNA 39 shop is now open. Find commemorative apparel and keepsakes that honor our shared journey of recovery. Every item is a reminder that together, we can and do recover. Wear your gratitude and carry the message.
• •Headline: A Memento of Hope. Body: This year's convention theme, "Freedom in Fellowship," is beautifully captured on our new commemorative mug. Pour a cup of coffee and start your day with a reminder of the hope we share and the freedom we have found in NA. Available for a limited time.
• •Headline: Gear Up for the Celebration of a Lifetime. Body: From comfortable hoodies perfect for late-night meetings to durable tote bags to carry your literature, the WCNA shop has what you need for an unforgettable convention experience. Pre-order now to ensure you don't miss out on this year's designs.
• •Headline: The Gift of Service. Body: Looking for a way to thank your sponsor or a fellow member? This year as literature is a perfect expression of gratitude. Every purchase supports our ability to carry the message of recovery at this incredible event.
• •Headline: Remember the Journey. Together. Body: The retro WCNA t-shirt is back by popular demand! Featuring a classic design, it as a tribute to the members who came before us and a symbol of the path we walk together. Get yours and be a part of our living history.