Our brand feeling, always welcome, is the underlying emotional benefit of interacting with us. This is a feeling that permeates through our entire brand and acts as a filter to run every expression through.
The following story has been crafted to capture the emotion and impact of feeling welcome:
“I feel welcome here.”
It’s what you say when some place new feels familiar in all the right ways. To be welcome is to be respected, valued, embraced for all that you are. It’s to feel like you matter. Welcome is light; it’s warmth; it’s support; it’s come one, come all. A fleeting moment or a longer stay; a happy hello and an elated goodbye; an open door.
It begins with comfort but it grows into confidence.
Meet the neighbourhood hero, our brand’s persona.
This is the embodiment of who we aspire to be: trusted, grounded, and ever-ready to make a difference.
Just as every neighbourhood leans on its local hero, our brand seeks to lead with that same spirit.
Let this character guide our voice, actions, and interactions, making us the hero our community deserves.
When you needed encouragement, they’d be the one to cheer the loudest for you. And if you were in need, they’d give you a hand without a second thought.
They were kind. They were honest. They were responsible.
They appreciated all the differences that made you, you.
From helping you learn to ride a bike, to helping you navigate life’s bigger decisions – they were there.
They’re the kind of person you meet and feel like you’ve known for years. And they’re the kind of person you go years without seeing, and instantly pick up where you left off.
Core traits: authentic, positive, brave.
Our brand voice is an expression of our personality. These five pillars define our communication, ensuring clarity and consistency. They guide how we speak, engage, and resonate with our audience.
We’re here to champion people with disability, not ourselves. We’re truthful but always humble. We keep our language grounded. We avoid superlatives like ‘wonderful’, ‘amazing’, and ‘incredible’.
We don’t need to sell ourselves or our community’s stories. Just be honest and let people make up their own minds — the reasons to like Help are plain to see.
It doesn’t mean
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When we need to be buttoned up, we are. The rest of the time, we like to keep it relaxed.
We speak in a way that sounds natural to the intended audience; knowing when linguistic devices like acronyms will support communication, and when they will hinder it.
We don’t use language as a tool to project a certain image. A good rule of thumb: If it sounds unnatural to say aloud, the formality probably needs to be adjusted.
It doesn’t mean
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Our market exists to serve people — but listening to the landscape’s voices, humanness is the very thing that gets lost. Between the corporate speak and predictable inspirational messages, we are a breath of fresh air.
We look for a unique angle. We embrace the imperfect. And we focus on the small, everyday insights hiding in plain view — these little snapshots say a lot, with a little.
Don’t be afraid of a little humour or being a little different. Our brand is different. Our voice should be too.
It doesn’t mean
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We don’t want our words to get in the way of our message, we want to be accessible to everyone. So we use simple language and are direct in the way we talk.
Because we value our readers’ time, we avoid the filler. We take ownership of our words and speak in an active voice.
It doesn’t mean
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We’re here to make the world more inclusive. This shines through in the way we talk.
We’re welcoming; we’re friendly; we understand that while the world isn’t always perfect, there’s a whole lot of good here.
We choose to have a positive outlook. We focus on the good. We celebrate all the wins – even the little ones.
It doesn’t mean
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Help’s editorial style is a set of standards to help keep our communication clear and consistent, and solve some common issues in written English.
It’s okay to…
If you have any questions regarding the brand guide, please contact:
Help Marketing Team
E: marketing@helpenterprises.com.au
