Using the framework
The messaging framework conveys key elements of our brand story. It can be used to communicate the essence of EO to both internal stakeholders and the greater public.
Our purpose, ambition and strategy detail why we exist, what we are trying to accomplish and how we intend to achieve our goals. These are particularly useful in guiding internal stakeholders.
The “positioning”, “creative idea” and “reasons to believe” explain who we are to members, prospective members and the world at large. These are essential ingredients in all of our messaging.
Whether we’re communicating internally or externally, we must follow the messaging framework in a ruthlessly consistent manner. It’s essential that our story is told in a disciplined, simple manner. Consistent, concentrated branding helps people understand who we are and what we stand for.
If everyone in our organization tells the same brand story in the same way using the same language, we’ll succeed in building a strong brand. Resist the urge to reinvent the wheel.
PURPOSE – To help entrepreneurs achieve their full potential
AMBITION – To enable transformational growth in the lives of our members
POSITIONING – Where entrepreneurs grow through life-enhancing connections
BRAND STRATEGY – Enable life-enhancing connections, design shared experiences, provide collaborative learning
CREATIVE IDEA – TOGETHER WE GROW
RATIONALE – We all need help to grow above our personal limits. EO helps its members accelerate their growth through life-enhancing connections that lead to infinite possibilities.
REASONS TO BELIEVE –
- Real conversations
EO facilitates deep, honest and respectful conversations that lead to growth and breakthroughs. - Meaningful support
Entrepreneurs go further together. EO provides members a high-quality support network of like-minded leaders. - Tangible growth
Our members are dedicated to helping each other succeed. Members report boosting their business growth by more than three times the average S&P 500 Index. - Life-changing education
EO creates transformational educational opportunities through peer-to-peer learning and access to experts.
VALUES – We are working to evolve our values to better articulate the beliefs and the mindsets we share as EO. We have heard from our members, staff, and chapter staff that while certain values remain as true to EO as ever, some minor refinements to the language would improve them as a set. We will share them soon.
A NOTE ON OUR AMBITION
To enable transformational growth in the lives of our members
Our ambition directly relates to our goal of helping members realize their full potential. Naturally, members define and measure success in different ways. For some, growth means a quantifiable increase in business performance. For others, growth is a more abstract personal transformation. What’s key is that the impact is real and significant.
CREATIVE IDEA
Together we grow
The creative idea is the simplest expression of our brand story. It’s designed for an external audience and can be used as a headline that starts any communication, or as a pay-off line to any hero copy. It is not intended to be used as tagline together with the logo.
KEY PHRASES
Life-enhancing connections
Real conversations
Peer-to-peer learning experiences
Grow beyond your personal limits
Transformational growth
Like-minded leaders
Accelerate your growth
Infinite possibilities
Unlock potential
Business and personal lives
Building a better tomorrow
Use these phrases throughout your EO communications. They essentially form our brand language.