Brand Messaging
This document is intended to guide Kare One's internal and external communications, ensuring that all messaging reflects our brand’s purpose, personality, and core values.
It is designed for internal use by our team, third-party service providers, and partners to understand and maintain consistency across all touchpoints. Whenever a new piece is created on behalf of the brand—regardless of its format—this document should be referenced.
This document serves as a tool for developing all writing, audio, and visuals, ensuring a unified brand experience that resonates with our audiences. Key applications include:
- Website copy and blog content
- Video scripts and voice-overs
- Commercials and promotional videos
- Social media posts and captions
- Brochures, flyers, and other printed materials
- Email newsletters and direct communications
- Press releases and public statements
- Internal training materials and onboarding guides
- Presentation materials for partners and stakeholders
Who We Are
Kare One is a family-centered healthcare provider dedicated to empowering parents and caregivers with the resources, guidance, and compassionate support needed to care for NICU graduates at home.
We serve as a bridge from the NICU to the home, delivering personalized, in-home pediatric care and offering emotional, educational, and logistical support to families embarking on this vital journey.
What Problem Do We Solve for Our Patients
We close the gap between hospital and home, ensuring NICU graduates have a seamless, structured transition that addresses both their medical and emotional needs.
For families facing the challenges of post-discharge care, Kare One offers expert, compassionate guidance that empowers caregivers and alleviates the anxieties of managing complex pediatric care at home.
Why Do We Do It?
Kare One exists to nurture the well-being and health of NICU graduates and support their families as they begin a new chapter. We believe that every family deserves a compassionate partner on their journey, someone who understands the complexities and significance of early care.
Our mission is to create a nurturing start that fosters resilience and hope, ensuring children and families feel safe, supported, and empowered.
Competitive Claims
Literal
What We Do
Kare One provides personalized, in-home pediatric care plans, family-centered resources, and coordination with providers and insurers, making post-NICU transitions seamless, efficient, and supportive.
Implied
Why It Matters
We go beyond clinical care to deliver an emotionally supportive experience, fostering peace of mind and connection for families. Unlike large networks, we focus on the holistic needs of each NICU graduate, ensuring care that feels personal and grounded in genuine compassion.
Voice
Attributes Guide
Instruction
These attributes serve as the foundation for how we speak to families, providers, and partners, allowing us to maintain a reassuring and compassionate tone that aligns with our brand values.
- Website copy
- Video voice-overs
- Commercials
- Social media posts
- Printed brochures and flyers
- Email communications
- Press releases
- Internal communications and training materials
Tone
Adjust the warmth and empathy in our messaging to convey a nurturing, supportive approach.
Voice
Maintain a compassionate, guiding voice that offers confidence and expertise without sounding clinical or detached.
Language
Use clear, accessible words that foster understanding and trust, avoiding technical jargon unless speaking with medical professionals.
Voice Traits
Instruction
These voice style spectrums help define Kare One’s unique communication style by pinpointing specific traits and calibrating their intensity.
Each spectrum ranges from 0 to 100, allowing for nuanced adjustments that ensure Kare One’s messaging feels consistently warm, supportive, and professional.
Feminine
0: Highly feminine, nurturing, gentle tone
Masculine
100: Highly mature, experienced tone
Kare One Spectrum: 20
Primarily feminine, with a nurturing, compassionate approach that reinforces a sense of care and warmth.
Young
0: Very young, playful tone
Mature
100: Highly mature, experienced tone
Kare One Spectrum: 80
Mature, conveying knowledge and reliability, with a focus on experienced support for caregivers.
Professional
0: Highly casual, informal tone
Casual
100: Very professional, formal tone
Kare One Spectrum: 70
Predominantly professional, maintaining credibility and authority, while remaining approachable and empathetic.
Witty
0: Very witty, playful tone
Formal
100: Highly formal, serious tone
Kare One Spectrum: 85
Formal, prioritizing clear, respectful communication to create a comforting atmosphere, avoiding any casual or humorous language.
Edgy
0: Very edgy, bold tone
Traditional
100: Completely traditional, conservative tone
Kare One Spectrum: 90
Traditional, with a focus on timeless values of compassion and care, ensuring families feel secure and supported.
Friendly
0: Highly friendly, personable tone
Authoritative
100: Strongly authoritative, commanding tone
Kare One Spectrum: 55
Balanced, with a friendly tone that conveys warmth, but authoritative enough to instill confidence and trust.
Calm
0: Completely calm, serene tone
Energetic
100: Highly energetic, lively tone
Kare One Spectrum: 30
Calm, creating a soothing environment that reassures families, helping them feel at ease during a potentially stressful transition.
Subtle
0: Very subtle, gentle tone
Bold
100: Strongly bold, emphatic tone
Kare One Spectrum: 25
Subtle, gently reinforcing care and compassion without overpowering or overwhelming the audience.
Optimistic
0: Purely optimistic, hopeful tone
Pragmatic
100: Very pragmatic, realistic tone
Kare One Spectrum: 40
Slightly optimistic, maintaining a positive outlook that instills hope while grounded in realistic support and achievable outcomes.
Inclusive
0: Pully inclusive, welcoming tone
Exclusive
100: Highly exclusive, selective tone
Kare One Spectrum: 15
Strongly inclusive, welcoming and affirming all families, creating a sense of belonging and support.
Respectful
0: Very respectful, deferential tone
Irreverent
100: Highly irreverent, informal tone
Kare One Spectrum: 10
Deeply respectful, honoring the sensitive nature of families' experiences and fostering an atmosphere of trust and care.
These spectrums ensure that Kare One’s voice is tailored to the emotional and practical needs of NICU graduate families, balancing warmth with professionalism. The spectrum placements serve as a guideline for creating consistent, brand-aligned communication.
Tagline
“A Heartfelt Start for Every Child”
Voice Style Guidelines for:
Formal Communication
Used in provider communications, partner discussions, medical documentation, and official communications.
Informal Communication
Used in social media, parent and caregiver support groups, and community events.
- How to Communicate
Use structured, empathetic language, focusing on reassurance, expertise, and clarity.
Example: “We understand the importance of seamless care for your patients and are dedicated to providing supportive, compassionate assistance every step of the way.”
- How NOT to Communicate
Avoid overly technical or impersonal language. Do not use jargon that may alienate the audience. Example to avoid: “Our in-home care services optimize transitional outcomes.”
- How to Communicate
Use conversational, warm language, focusing on support and community.
Example: “We’re here for you as you begin this new chapter at home. Let’s make this transition together, with support every step of the way.”
- How NOT to Communicate
Avoid overly casual or ambiguous language that could lessen the brand’s professional credibility. Example to avoid: “We’ll take care of it for you—don’t worry about a thing!
Positioning Statement
The positioning statement structure sometimes results in tortured english, but identifies target, competitive frameworks and benefits.
- Answers the question, “why should anybody care”
- Phrased as a competitive strategy
- Must be central and continually enforced
- It is the picture we wish to create in the minds of our target audience
For parents and caregivers of NICU graduates, Kare One is the provider of personalized, compassionate, and consistent post-discharge care that supports seamless transitions from hospital to home, ensuring a thriving start for every child.
For parents and caregivers of NICU graduates, Kare One is the provider of personalized, compassionate, and consistent post-discharge care that supports seamless transitions from hospital to home, ensuring a thriving start for everychild.
Target
Parents and caregivers of NICU graduates.
Competitive Framework
Kare One provides personalized, family-centered care.
Tangible Benefit & Reason to Believe
Consistent support for NICU transitions from hospital to home.
Emotional Benefit
Compassionate, reliable care that helps families feel empowered, confident, and understood.
Messaging Concepts
Proper communication on behalf of Kare One is essential to maintain trust, avoid misunderstandings, and reinforce our supportive role. These guidelines help prevent overpromising, ensure professionalism, and create a reassuring tone that emphasizes collaboration with families and partners.
Allowed Statements
Examples
“At Kare One, we’re here to ensure a comforting start for your child’s journey home.”
Emphasizes Kare One’s supportive role without taking over the caregiver’s responsibility.
“Our mission is to make sure you feel confident and supported as you care for your little one.”
Reinforces the brand’s commitment to empowerment, helping families feel capable and understood.
“We know every family’s journey is unique; that’s why we personalize each step to meet your needs.”
Shows respect for individual needs and communicates flexibility and attentiveness.
Restricted Statements
Examples
“You won’t have to do anything—leave it all to us.”
(Avoids over-promising or implying that families are passive participants.)
While Kare One is here to provide support, caregivers play an active role. Overpromising diminishes their responsibility and could lead to unrealistic expectations.
“We’re better than other providers.”
(Avoids disparaging competitors directly or seeming overly competitive.)
Focusing on Kare One’s strengths, rather than comparing to others, maintains a positive tone and reinforces our compassionate approach.
“We’ll make sure there are no issues with your insurance.”
(Avoids absolute guarantees that are out of Kare One’s control.)
Statements like this can mislead families by implying absolute control, potentially leading to disappointment if issues arise.
Next Documents
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