Brand Voice Quick Reference — Habitat Huron County

Use this as a cheat sheet when writing or reviewing content for the site.

Official Statements (use exactly as written)

What We Do (2025):

Bringing people together to build homes, communities and hope.

Mission:

To bring communities together to help families build strength, stability

and self-reliance through affordable homeownership.

Vision:

A world where everyone has a decent place to live.

In Canada, no other phrase can be referred to as a mission statement.
Do NOT use the faith-based global mission ("Seeking to put God's love
into action..."). This is not part of the Canadian brand.

Brand Platform

Two interlocking phrases — fill in the blanks to fit context:

"Together, we build ___" (what we're building — community, opportunity, hope)
"___ starts with a home" (the multiplier effect — dignity, health, stability)

Examples for Huron County:

Together, we build stronger communities in Huron County
Together, we build opportunity
Healthy families start with a home
Stability starts with a home

Tone of Voice

Trait	What it means
Personal & Active	Use "we," "our," "us." Active language. Change doesn't just happen — we make it happen.
Collective	"We" not "us vs. you." Refer to ourselves as "we" or "Habitat" — never "it."
Optimistic & Ambitious	Future-oriented. We know we can make a real impact.
People-Centered	Empathetic, no judgment. Partners are equals in the process, never passive recipients.
Smart & Effective	Practical solutions, local knowledge. Roll up our sleeves and get it done.
Galvanizing	Urgent action needed. Everyone can participate — individuals, businesses, government.

Writing Tips

Lead with impact, then explain the action
Show how people participate (volunteer, donate, shop, advocate)
Families "partner" with Habitat — they don't "receive" a home
Homeowners contribute sweat equity and pay an affordable mortgage
No down payment, 0% interest, payments set at 30% of household income
Use "affordable homeownership" not "free homes"
Use "partner families" not "recipients" or "beneficiaries"

How Habitat Works (5-step model)

1. Raise Money — Through donations and ReStore sales, we raise funds to purchase land and build

2. Build a New House — With volunteers, skilled trades, and donors, we build a brand new home

3. Sell the House — Sold to a local partner family. No down payment, 0% interest, payment at 30% of household income

4. Plan for the Next Build — As the family pays their mortgage, that money goes into the Build Fund for future homes

5. Questions? — info@habitathuroncounty.ca / www.habitathuroncounty.ca

Logo Usage

Use black and white logo as primary (not blue)
White on blue is the alternate
Minimum clear space = height of the "H" in "Habitat"

Land Acknowledgement

Situated on the traditional territory of the Anishinaabe, including the

Mississaugas of the Credit, Haudenosaunee, and Huron-wendat (Wyandot)

territory and is now home to many diverse First Nations, Inuit and Metis peoples.