brand and message guidelines october 2012 - net impact · net impact brand and message guidelines...

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

Vision 3

Core Values 3

Personality 4

Value Proposition 4

Positioning 5

Promise 5

External Messages 6Tagline 7

Written Messages 7

Spoken Messages 9

In Our Members’ Own Words 15

Words Our Brand Loves 16

Questions? 17

© 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 members—and those who aren’t yet members.

Our brand is the experience of what it’s 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 first—or

fifth—time, and so much more.

By understanding the reputation Net Impact is striving to have—we 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 Impact’s brand in a way that meets the needs and hopes and wants of our

audiences.

This guide will help us do that.


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.


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.

Core Values

•CourageoftheHeart

We put our values to work for good, even when it’s hard.

•MeaningfulConnections

We inspire and support one another as a community in pursuit of a

sustainable future.

•PositiveImpact

We believe that through our careers, we will transform our lives, our

organizations, and the world.


PersonalityOur brand personality captures the distinguishing qualities and character traits of the

organization, as if Net Impact were a person.

We are:

•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.


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.


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

brand ambassadors.


TaglineWhere Good Works

Written Messages

One-phrase description | for general audiencesNet Impact, a nonprofit that empowers a new generation of leaders to work for a

sustainable future...

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

works.


Who we are | for general audiencesNet Impact is the leading nonprofit that inspires a new generation to use their careers

to tackle the world’s 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

impact?”


Spoken Messages

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.

Whoweare|elevator pitch

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.


Two-minute messageOur two-minute message answers the questions: “Why is Net Impact needed?” and

“What challenges do we exist to solve?”

Theproblemweexisttosolve

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 one’s 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,

that’s more than 250 billion hours every year. In what’s 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 we’re 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.


Five-minute messageFive-minute messages answer the question “What is the impact of our work?”

Astory-basedbrandingapproach

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

Ouroriginstory

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 world’s 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.


StoriesofOurBrandHeroes

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 everyone’s story at Net Impact.

Meet Asheen

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 company’s

sustainability products and its internal practices. Turning

to Net Impact’s network and tools, Asheen created

allies within his company and launched a green team

60-employees strong. The team’s 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 company’s major facilities across North America.

“Being an active participant in Net Impact,” says Asheen, who now serves as his

company’s 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.”


Meet Tom

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 couldn’t 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.”


Ten-minute message

Ten-minute messages focus on programmatic details. They are about how Net Impact

does its work, and how members can get involved.

HowNetImpactCanHelpYou

Act Locally

Our 300+ local chapters connect you with like-minded people, innovative

ideas and change-making programs that can transform you and the world

around you.

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 Globally

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.”

— Asheen Phansey

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. It’s beautiful and addicting.”

— Brad Hixson,

Member

“The conference is 100 different flavors of amazing!

The Net Impact community is an ambitious, diverse,

and exciting one.”

— Allison Jones

Member, conference speaker


Words Our Brand Loves


Questions?

Contact Linda Gerard, Vice President of Brand, Marketing & Innovation:

e: [email protected]

p: (415) 495-4230 x309

brand and message guidelines october 2012 - net impact · net impact brand and message guidelines...

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