THE BUILDING BLOCKS OF THE YMCA BRAND - YMCA Canada

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Version 1.3 11 May 2012YMCABrandCamp.ca will always have the most up-to-date set of YMCA Brand Guidelines.Page 2.15 | Our verbal identity guidelinesInternal audiencesEmployeesTone of voiceKey messageImportantsub-messagesProof pointsConfident, impactful, inspiring, relevant, solutions-focused, leadership, credible, transparent, human and personalized,engaging, friendly, enthusiastic, forward thinking, inclusive, uses relevant employee and member examples and storiesAs a Y employee, you can make a difference as part of a community of people that helps individuals and yourcommunity succeed• At the Y you can help people lead healthier and more productive lives• You are an essential part of an organization that can deliver lasting personal and social change for you and your family,your community and communities across Canada• You help deliver the Y experience and build relationships that help people learn, grow, thrive, make friends and have fun• You are a valued part of a welcoming and diverse community of people who passionately support your local community• You are a critical part of an effective and leading international charity with strong values and a mission to help buildstronger kids, families and communities across Canada through programs and advocacy• You will grow personally as you make a difference for your communityImpact: overall, specific program areas, individuals, communityCommunity: partnerships and activities, cultureResources: breadth programs, training and development, facilities, processes, values and mission, international
Version 1.3 11 May 2012YMCABrandCamp.ca will always have the most up-to-date set of YMCA Brand Guidelines.Page 2.16 | Our verbal identity guidelinesWe must support our message with relevantproof points tailored to our employeesImpactCommunityResourcesShow the Y makes an impact• Employee outcomes: leadership skills, connections, pride, empowerment• Member outcomes: fitness, employment, leadership, etc.• Show who is changed by the Y (success stories of individuals, employees)• Programs for different types of members and their impact on individuals, community and society• History of success of the Y as an organization, social advocate and employer and adapting to evolving needsDemonstrate that the Y builds communities• Opportunities to meet others and get involved• Y participation in community activities and collaborations• Successful Strong Kids campaign• CultureShow effectiveness and efficiency and that we can do what we promise by leveraging our resources• Programs for different types of members and their impact on individuals, community and society• Where we get funding and where it goes• Facilities• Number of staff, volunteers• Credentials of who you will be working with and what you will be doing• Training and development opportunities• Processes• InternationalShowcase our values and mission• Y values and mission• Position on important social issues, e.g., sustainability
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THE BUILDING BLOCKS OF THE YMCA BRAND - YMCA Canada

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