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 1.4 | Understanding the YMCA BrandOur brand positioningOur positioning unites the YMCAs across Canada. It is inspirationaland determined. It creates a common understanding and alignsbeliefs and actions. It is the platform for all brand communications.Brand ideaStrengthening the foundationsof community.A brand idea expresses our compellingvalue proposition. It gives focusand direction to all brand activities,communications and touch points.Brand positioning statementFor people who believe that a successful community must be inclusiveof all its members, regardless of their background or financial means.The YMCA is a powerful association of men, women and children ofall ages and from all walks of life joined together by a shared passion:to strengthen the foundations of community.With a commitment to nurturing the potential of children, teensand young adults, promoting healthy living, and fostering socialresponsibility, the YMCA ensures that every individual has access tothe essentials needed to learn, grow and thrive. Rooted in more than1,000 communities around the country, the YMCA has the long-standingrelationships and physical presence not just to promise, but to deliver,lasting personal and social change.Though the world may be unpredictable, one thing remains certain –the YMCA is, and always will be, dedicated to building healthy, confident,secure and connected children and youth, families and communities.Our positioning statementdescribes our benefits in a waythat is competitive, relevant anddifferentiating in our market. It givesclarity and focus to who we are andhow we are different.