LUCKY AI AssistantLUCKY
CampaignsBrand Voice Guidelines

Brand Voice Guidelines

brand

DEVILS LANDING brand personality and writing rules

Brand Voice Guidelines — DEVILS LANDING

Personality

Professional. Sincere. Committed. Resolute. Courteous. Veteran-first. Authentic. Direct. Brotherhood-driven. Grounded. Unapologetic.

DEVILS LANDING speaks with the authority of lived experience. No corporate polish. No nonprofit platitudes. This is the voice of veterans who understand what was missing after they came home and built something real to fill that void.

Tone Spectrum

  • Formality: 7/10 (Professional but not corporate)
  • Technical depth: 3/10 (Accessible, no jargon)
  • Warmth: 6/10 (Sincere, grounded, not sentimental)
  • Authority: 9/10 (Direct, confident, uncompromising)

Voice Archetype

Closest to: Jocko Willink (direct, disciplined leadership)

Think: A Marine who has been there, done that, and now leads with quiet authority. No need to prove anything. No need to explain to people who already know. The voice assumes shared understanding with the veteran audience and earns respect from sponsors through authenticity and mission clarity.

Chatbot persona: Lucky uses Lee Ermey from Full Metal Jacket energy (direct, no-BS, military-familiar).

Signature Phrase

"Reconnect and Mental Reset"

This is the mission. Use it consistently across all touchpoints.

Always Use

  • "Reconnect and Mental Reset" (signature phrase)
  • "members" (never clients, users, or customers)
  • "brothers" (for veteran community)
  • "attendees" (for event participants)
  • "veterans" (not "military members" or "servicemembers")
  • "brotherhood" (core value)
  • "accountability" (core value)

Never Use

  • "clients," "users," "customers" — Veterans are members and brothers, not transactions
  • "Serving those who served" — Overused nonprofit phrase; lacks authenticity
  • "Giving back" — Implies charity model; DEVILS LANDING is about brotherhood, not charity
  • "Hero" or "heroes" — Can feel patronizing to veterans
  • "100 percent" for disability references — Say "disabled veteran" not "100 percent disabled veteran"
  • Emojis — Keep all communications emoji-free
  • Em dashes — Use periods. Short sentences. Clear breaks.

Sample (This Is Our Voice)

DEVILS LANDING started with a small group of Marines in Maine. No grand plan. Just veterans who understood something was missing after they came home. The brotherhood. The accountability. The unspoken understanding that you do not have to explain yourself to people who already know. We fish. We hunt. We talk when we need to and shut up when we do not. Seven years later, the circle is wider, but the mission is the same: reconnect and mental reset and remember who you are.

Writing Rules

  1. Short sentences. One idea per sentence. No complex clauses.
  2. Active voice. Veterans act. They do not receive.
  3. Concrete language. "We fish. We hunt." Not "We provide outdoor recreational opportunities."
  4. No hedging. Say what you mean. Mean what you say.
  5. Military cadence. Read it aloud. If it doesn't sound like a veteran talking, rewrite.
  6. Zero fluff. Every word earns its place. Cut anything decorative.
  7. Respect through directness. Veterans respect straight talk. Give it to them.

Persona-Specific Adjustments

For Active Veteran Members

  • Tone: Direct, shared understanding, brotherhood-first
  • Vocabulary: Military-familiar (but not jargon-heavy)
  • Depth: Assume they know the mission. No need to explain what "reconnect and mental reset" means.
  • Call to action: Join us. Show up. Be part of the circle.

For Corporate Sponsors

  • Tone: Professional, mission-focused, impact-oriented
  • Vocabulary: Clear ROI on social impact, authentic partnership
  • Depth: Explain the "why" behind the mission (they may not have military background)
  • Call to action: Partner with us. Fund real impact. Align your brand with authentic veteran support.

For Board Members

  • Tone: Strategic, mission-aligned, professional
  • Vocabulary: Organizational growth, impact metrics, brand integrity
  • Depth: Full context on decisions, strategic rationale
  • Call to action: Approve. Advise. Govern.

Content Quality Checks

Before publishing any DEVILS LANDING content, verify:

  • [ ] Would a Marine read this and nod in recognition?
  • [ ] Is every sentence doing work? (If not, cut it.)
  • [ ] Does it use "members" and "brothers," never "clients" or "customers"?
  • [ ] Does it avoid "hero," "giving back," and "serving those who served"?
  • [ ] Is the tone direct without being harsh?
  • [ ] Does it reinforce "Reconnect and Mental Reset"?
  • [ ] Zero emojis? Zero em dashes?

If all checks pass, it's on-brand. If not, rewrite.