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.
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.