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Brand and Message Guidelines October 2012
NET IMPACT 2012. ALL RIGHTS RESERVED.Net Impact Brand and Message Guidelines October 2012
Table of Contents
What is a Brand? 1
Internal Brand Pillars 2Mission 3
Core Values 3
Value Proposition 4
External Messages 6Tagline 7
Written Messages 7
Spoken Messages 9
In Our Members Own Words 15
Words Our Brand Loves 16
NET IMPACT 2012. ALL RIGHTS RESERVED. 1Net Impact Brand and Message Guidelines October 2012
What is a brand? The Net Impact brand is more than just a logo, or a tagline, or a description. In its
simplest form, brand is another word for reputation. The Net Impact brand lives in
the minds and the hearts of our membersand those who arent yet members.
Our brand is the experience of what its like to participate in a Net Impact event,
search the online Job Board, connect with a local chapter, download an Impact at
Work Toolkit from the website, overhear a trusted friend mention us on social media,
discover an inspiring member story on our blog, attend the conference for the firstor
fifthtime, and so much more.
By understanding the reputation Net Impact is striving to havewe will all be better
positioned to serve as ambassadors as we deliver on the promise of our brand. By
using consistent messaging, specific language, and a unified voice, we can reinforce
Net Impacts brand in a way that meets the needs and hopes and wants of our
This guide will help us do that.
NET IMPACT 2012. ALL RIGHTS RESERVED. 2Net Impact Brand and Message Guidelines October 2012
Internal Brand PillarsOur internal brand pillars are the foundation
on which our external messages are built.
While the public may never actually see the
internal brand language, this platform is the
springboard for everything we do share with
our members and the world.
NET IMPACT 2012. ALL RIGHTS RESERVED. 3Net Impact Brand and Message Guidelines October 2012
Internal Brand Pillars
MissionWe will mobilize a new generation to use their careers to drive transformational
change in their workplace and the world.
Core Purpose and VisionNet Impact inspires and supports people to use the power of business to create a
sustainable and prosperous world.
We put our values to work for good, even when its hard.
We inspire and support one another as a community in pursuit of a
We believe that through our careers, we will transform our lives, our
organizations, and the world.
NET IMPACT 2012. ALL RIGHTS RESERVED. 4Net Impact Brand and Message Guidelines October 2012
PersonalityOur brand personality captures the distinguishing qualities and character traits of the
organization, as if Net Impact were a person.
Your trusted peer
Welcoming and down to earth
Youthful and vibrant in spirit
Professional (but not stuffy)
Inspiring; we open minds to possibility
Committed and values-driven
Willing to push boundaries
Value Proposition The brand value proposition is the unique value our audiences receive from our work
across touch points: enlist, employ, equip, and support.
Net Impact provides me with an opportunity to:
Be part of a community committed to making social and environmental
impact through the work we do on campus, in our communities, and
throughout our careers.
NET IMPACT 2012. ALL RIGHTS RESERVED. 5Net Impact Brand and Message Guidelines October 2012
PositioningThe brand positioning statement describes what differentiates Net Impact relative to
others in the field.
Only Net Impact is:
The leader in supporting a new generation to use the power of business to
create a more sustainable world.
The leading community for a new generation to act locally (via our robust
chapter network) and connect globally (online and via our flagship
conference) to create a sustainable future.
PromiseThe Brand Promise is the distillation of all elements of the brand, and serves as an
internal rallying cry it is the heart of what is most important about our organization.
Empowering a new generation of sustainability1 leaders
1 We mean social and environmental impact leaders when we use this term.
NET IMPACT 2012. ALL RIGHTS RESERVED. 6Net Impact Brand and Message Guidelines October 2012
External MessagesUsing the internal brand platform as a springboard, the
external brand messages help bring our brand to life. Key
messages are an essential part of a library of talking and
writing points to be used in communicating with our target
audiences. Consistent, repetitive use of the messages will
contribute greatly to the ability of Net Impact staff, board
members, volunteers, and other supporters to be effective
NET IMPACT 2012. ALL RIGHTS RESERVED. 7Net Impact Brand and Message Guidelines October 2012
TaglineWhere Good Works
One-phrase description | for general audiencesNet Impact, a nonprofit that empowers a new generation of leaders to work for a
One-sentence description | for general audiencesNet Impact is the leading nonprofit that empowers a new generation to create positive
social and environmental change in the workplace and the world.
One-sentence description | for business audiences & press releasesNet Impact is the leading nonprofit that empowers a new generation to work within
and beyond business for a sustainable future.
One-sentence description | for member communicationsNet Impact is a new generation of leaders transforming the world through the work
we do on campus, in our communities and throughout our careers. Join us where good
NET IMPACT 2012. ALL RIGHTS RESERVED. 8Net Impact Brand and Message Guidelines October 2012
Who we are | for general audiencesNet Impact is the leading nonprofit that inspires a new generation to use their careers
to tackle the worlds toughest social and environmental problems. We empower
student and professional leaders to act locally through our vibrant chapter network
and connect globally online and through our flagship conference. By 2020, we will
mobilize a million new leaders to drive positive change in the workplace and the world.
Who we are | for business audiences & press releasesNet Impact is the leading nonprofit that inspires a new generation to work within
and beyond business for a sustainable future. We empower student and professional
leaders to act locally through our vibrant chapter network and connect globally online
and through our flagship conference. By 2020, we will mobilize a million new leaders
to use their careers to drive positive change in the workplace and the world.
What does the name Net Impact mean?Through our careers, we make a net impact that transforms our lives, our organizations,
and the world.
One day, the most common question a young person will ask is: What is your net
NET IMPACT 2012. ALL RIGHTS RESERVED. 9Net Impact Brand and Message Guidelines October 2012
One-minute messageThe one-minute message gives a quick introduction to who we are, what we believe,
and the problem we exist to solve. It is designed to pique interest and engage a
listener in a deeper conversation.
At Net Impact, we believe in the power of a new generation of leaders to
transform the world on campus and throughout our careers. Every day, we
enable student and professional leaders to act locally through our vibrant
chapter network, and connect globally online and through our flagship
conference. Because mobilizing a new generation to use their careers
to drive positive change is key to solving the most pressing social and
environmental issues of our time.
NET IMPACT 2012. ALL RIGHTS RESERVED. 10Net Impact Brand and Message Guidelines October 2012
Two-minute messageOur two-minute message answers the questions: Why is Net Impact needed? and
What challenges do we exist to solve?
The world continues to face daunting challenges (name a few: our planet
continues to warm, more people are living in poverty than ever before,
financial markets remain focused on short term gains). At its current
trajectory, we worry that our generation and the ones that follow will live in
a compromised world. But what if we could spend more of our time trying to
solve these problems?
All together, we spend about half our waking hours at work. Collectively,
thats more than 250 billion hours every year. In whats left of our spare time,
many of us volunteer racking up just 3 billion hours annually. But what if we
got to spend more of our working hours creating social and environmental
good, instead of squeezing our impact into nights and weekends? We believe
this shift is necessary to achieve a more sustainable world: and were here to
demonstrate that a new generation of leaders can make working for good an
integral part of just about any job or career.
Together, we can tackle some of the most pressing social and environmental
challenges of our time.
NET IMPACT 2012. ALL RIGHTS RESERVED. 11Net Impact Brand and Message Guidelines October 2012
Five-minute messageFive-minute messages answer the question What is the impact of our work?
We will bring Net Impact to life and show our impact through:
Our origin story
The stories of our brand heroes (student and professional leaders)
Inviting others to be part of our story
Twenty years ago, Net Impact started as a small network of MBA students who
wanted to make a difference. They believed business could be a force for good, a
radical idea at the time.
Thanks to their pioneering efforts over the last two decades along with
others who shared their values, sustainability in business has moved from
the fringe, to a trend, to the mainstream.
Fast forward to today.
We are a global community of student and professional leaders working
within and beyond business to tackle the worlds toughest problems. Every
day, we put our values to work for good on campus, in our communities,
and throughout our careers.
But our story is only just beginning After all, we just met you.
Join us where good works.
NET IMPACT 2012. ALL RIGHTS RESERVED. 12Net Impact Brand and Message Guidelines October 2012
When you pursue a career that inspires you one that matches your deepest
values you will thrive. And so will the world around you. Being inspired to put
our values to work for good is part of everyones story at Net Impact.
Asheen Phansey started his new job as a product
engineer at an international software company, and
was served lunch on a styrofoam tray. He immediately
saw room for better alignment between the companys
sustainability products and its internal practices. Turning
to Net Impacts network and tools, Asheen created
allies within his company and launched a green team
60-employees strong. The teams efforts have eliminated
nearly 10,000 pounds of packaging waste and 3,500 tons of CO2 annually and
the model Asheen helped develop is now being used to create Green Teams at all
of his companys major facilities across North America.
Being an active participant in Net Impact, says Asheen, who now serves as his
companys North American Sustainability Leader, has given me a springboard to
a career as a sustainability leader, has led to speaking opportunities around the
world, and introduced me to a wonderful group of lifelong friends.
NET IMPACT 2012. ALL RIGHTS RESERVED. 13Net Impact Brand and Message Guidelines October 2012
Tom Petrini was at the airport when he got the idea
that would change his life. He was on his way back
to Duquesne University after going to a Net Impact
Conference, where he had networked with thousands of
other students who wanted to improve the world. Tom
had been given a free reusable water bottle as part of
the conference swag, but after going through security at
the airport he couldnt find a clean place to fill up with
fresh water. A few doodles on a hotel napkin later, the steps that would lead Tom
to launching his own sustainable company were set in motion.
Tom launched Evive Station, a company that places water kiosks in convenient
locations where people can fill and clean their reusable bottles helping people
make the transition from disposable bottles to reusable ones in order to keep
plastic out of our landfills.
What helped Tom make the jump to start-up social entrepreneur? A like-minded
community: I can honestly say that attending the Net Impact conference
changed my life. Being able to converse with thousands of like-minded MBAs and
professionals is an incredible environment for creativity.
NET IMPACT 2012. ALL RIGHTS RESERVED. 14Net Impact Brand and Message Guidelines October 2012
Ten-minute messages focus on programmatic details. They are about how Net Impact
does its work, and how members can get involved.
Our 300+ local chapters connect you with like-minded people, innovative
ideas and change-making programs that can transform you and the world
Our chapters are the place to:
Buildskills as you lead positive change on campus or on the job.
Connect with a community committed to making positive impact.
Learn and engage with meaningful local events.
Connect online or at our flagship conference. Be part of our vibrant global
community of student and professional leaders making positive change on
campus and on the job.
Sign up on netimpact.org to:
Network with like-minded students and professionals worldwide.
Explore exclusive content to guide you on your path to social impact.
Engage with go-to impact career resources, like our Job Board, career
tools, and Impact at Work.
NET IMPACT 2012. ALL RIGHTS RESERVED.Net Impact Brand Messaging Guidelines October 2012 NET IMPACT 2012. ALL RIGHTS RESERVED. 15
In Our Members Own Words
Like many thousands of emerging leaders Net
Impact serves, the organization has provided me with
the intial spark of an idea around what my career
could be; the excitement, momentum and support to
get it done; the leadership opportunities to expand
my personal Net Impact; and now more than ever,
the community and inspiration to keep at it.
Jo Mackness Executive Director
Center for Responsible Business
Haas School of Business at UC Berkeley
Quite simply, being a part of the Net Impact Boston
leadership team was the single most important
factor in launching my own sustainability career.
Member, 2012 Impact at Work Award winner
[We] just returned from the Net Impact Conference
with business cards in hand and that crazy, want-to-
change-the-world look in our eyes.
2011 Conference attendee
The energy Net Impacters bring is palpable. People
there, regardless of field and specialization, believe
wholeheartedly in working for the betterment of
society. Its beautiful and addicting.
The conference is 100 different flavors of amazing!
The Net Impact community is an ambitious, diverse,
and exciting one.
Member, conference speaker
NET IMPACT 2012. ALL RIGHTS RESERVED. 16Net Impact Brand and Message Guidelines October 2012
Words Our Brand Loves
NET IMPACT 2012. ALL RIGHTS RESERVED. 17Net Impact Brand and Message Guidelines October 2012
Contact Linda Gerard, Vice President of Brand, Marketing & Innovation:
p: (415) 495-4230 x309