THE BUILDING BLOCKS OF THE YMCA BRAND - YMCA Canada

Version 1.3 11 May 2012YMCABrandCamp.ca will always have the most up-to-date set of YMCA Brand Guidelines.Page 2.9 | Our verbal identity guidelinesExternal audiencesPARTICIPANTsTone of voiceKey messageImportantsub-messagesProof pointsConfident, impactful, inspiring, relevant, solutions-focused, leadership, credible, human and personalized, engaging,friendly, enthusiastic, forward thinking, inclusive, uses relevant participant examples and stories, funThe Y helps you achieve your personal goals as part of a community of people that nurtures both your success andthe success of your local community• The Y can help you and your family lead healthier and more productive lives regardless of your background oryour financial situation• You are part of an organization that can deliver lasting personal and social change for you and your family,your community and communities across Canada• You have access to people, programs and facilities to help you learn, grow, thrive, make friends and have fun• You will be welcomed as part of an inclusive and diverse community of people who passionately support yourlocal community• You are part of an effective charitable organization whose mission is to help build stronger kids, families andcommunities across Canada through programs and advocacy• You can give back and get involved as a volunteer and/or donorImpact: overall, of specific program areas, on individuals, on communityCommunity: connections, partnerships and activities, inclusivenessResources: program breadth by user type/need, facilities, people, service