There are thousands of articles on the effects of PTSD and military suicide. There are even more studies, research papers and opinion polls. While I could easily get trapped in the numbers I want to stay focused on one thing. What do we do about it?
Enter REBOOT Combat Recovery.
I could attempt to explain but I’ll let them do the talking first:
The war we fight is not against flesh and blood. For many service members, the war doesn’t end when they come home. The battle continues against an unseen enemy who is attacking their mind and spirit. And in too many cases, the enemy is winning.
Trauma happens to our veterans during combat, but too often, that trauma is compounded by a series of poor decisions upon returning home. It is as if this combat trauma has reduced their spiritual defense systems and left them vulnerable to a myriad of even more dangerous life choices that may lead to addiction, homelessness or even suicide.
Founded by Dr. Jenny L. Owens and Executive Directed by husband Evan Owens, REBOOT is a faith based ministry warring against the ravages of PTSD by building communities of healing and leadership among graduates.
Our model includes a 12 week course that serves the entire family. Many locations will provide a meal other words, we know we’ve been successful when our graduates don’t need us anymore.
The results of their program are staggering. Visit their website to learn more. In the meantime, as SHOP agents, you need to know why REBOOT is successful.
- Excellence in service.
- Bangin’ Branding.
Let’s dig into that third one. We’ll use their website as an example.
At their core, REBOOT is a military centered brand. Their imagery and message tie them to this community very clearly.
What you should notice right away is REBOOT’s visual storytelling approach. They know their target audience. The first image you get when visiting the site for the first time is an image of a warrior kicking down a door. A visual cue for the ‘breakthrough’ the program strives for. No hesitation or cute gimmicks. Their mission is in your face.
Once they’ve established the positive results of their program (their real product) they build connections to the struggles of their audience. This sequence of positive to negative is essential to the relationship building process of your marketing vehicles (websites, brochures, social media, etc).
If that doesn’t make sense or seems like some gimmicky formula, trust me it’s not. Always remember, branding is a conversation. One in which you have a solution to someone’s problem. If REBOOT’s website was replaced with one of their counselors, would you expect them to approach a struggling vet for the first time in a frowning, pain-filled, depressed manner? Or would you expect positive, been there and been through it and so can you attitude? Many Helping agencies and organizations get this step wrong.
2. MESSAGE AND TONE
One thing I find impressive about REBOOT’s brand strategy is the consistency of their visual messaging. PTSD is not a happy topic. REBOOT is very good at what they do and understand this. But they also understand that positivity and happiness are not the same thing in terms of communication. Even when they dig deeper into the darker side of their business, they always lead wording back to positive growth.
Notice their use of brand colors. After they tackle serious subject matter, they use their brand’s colors to deliver the optimistic message. This subtle use of color forces their tribe to connect REBOOT’s color brand with positivity and hope. That is exactly what you want to do.
3. COLOR SELECTION
You might think an organization centered on the military would want to stick with the colors of Old Glory. But branding is a conversation that is also meant to make you stand out. How many other red, white and blue companies and websites do you think you’ll come across?
Take a look at the fundamentals of color psychology and you’ll notice that green is associated with health and healing while blue is calm and loyal. By using a darker blue, REBOOT projects a serenity and steadfastness that their audience is probably seeking in their own life. In the meantime, REBOOT has also upped energy levels by choosing a brighter, electric green. Clearly still dealing in the realm of health and healing, it is an active type of healing which ties well with the world that our warriors live in.
4. TRUE TRAGET AUDIENCE
I will preach this until I pass out. If you aren’t talking to the right people, you’re going to fail. No matter how good you are. If you look at REBOOT’s site, you’ll find that they seek to help veterans and their families, specifically their spouses. I love it, you love it, REBOOT rocks.
But look deeper.
If you read carefully, you’ll notice that there is a tribe they actively seek out and market too that are not the focus of the site. Military bases, chaplains, and other organizations I’d wager, are a big target for REBOOT’s expansion. Think of it this way, if your marketing is meant to build tribes that can get the largest word out and drive your customers to you, then who better than these organizations? With their backing, REBOOT has no real option but to wait and watch as their program takes flight.
Personally, I can’t wait.
Have thoughts about your own organization or company’s branding. Let’s hear about them. See you soon guys.