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Brand and Message Guidelines October 2012

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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

    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 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

    audiences.

    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.

    Core Values

    CourageoftheHeart

    We put our values to work for good, even when its 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.

  • 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.

    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.

  • 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

    brand ambassadors.

  • NET IMPACT 2012. ALL RIGHTS RESERVED. 7Net Impact Brand and Message Guidelines October 2012

    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.

  • 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

    impact?

  • NET IMPACT 2012. ALL RIGHTS RESERVED. 9Net Impact Brand and Message Guidelines October 2012

    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.

  • 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?

    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 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?

    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 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

    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 everyones 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 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

    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 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 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. Its 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

  • 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

    Questions?

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

    e: [email protected]

    p: (415) 495-4230 x309