LIFT BRAND REFRESH: Platform Reveal & Message Framework
Share Brand Promise Why we exist and reasons to believe Plant a Flag, Share our POV Tagline and mission statement recommendations
WHAT WE’LL DISCUSS TODAY
Unveil New LIFT Vision Statement The how behind what we do Reveal Creative Thematic Design roadmap to visual identity Next Steps CEO Love Your comments and questions
OUR BRAND PROMISE
THE REASON LIFT EXISTS: LIFT exists to unlock the potential of parents living in poverty in order to provide their children brighter futures and to impact the systems (societal, economic and relational) that hold them back.
LIFT’S POSITIONING STATEMENT: What sets LIFT apart from other organizations fighting for families living in poverty is our investment in parents’ dreams, goals and aspirations. LIFT does this via long-term, personalized coaching and one-on-one financial and career support in an environment of dignity, respect and love. The end goal: lifting two generations out of poverty at once.
BRAND DIAMOND REASONS TO BELIEVE • Amplified impact • LIFT community • Result-driven innovation (hope, money, love)
FUNCTIONAL BENEFITS • Increase financial independence (money) • Customized action plans • Pro-parents model • Systems change
EMOTIONAL BENEFITS • Confidence and self-worth • Ability to dream (hope) • Unconditional support (love) BRAND PURPOSE
LIFT exists to unlock the potential of parents living in poverty in order to provide their children brighter futures and to impact the systems (societal, economic and relational) that hold them back.
LIFT: THE NEXT 20 YEARS
WEHAVE HAVE 88 SECONDS SECONDS TO: TO: WE Pique Pique Interest Interest Explain we do do Explain what we Convey who we Convey we are are And drive brand And brand engagement engagement
PLANTING A FLAG: OUR POV
1 in 5 U.S. children under the age of six lives in poverty, the highest proportion of any age group, child or adult. And if you are born poor, you will likely stay that way. At LIFT, we believe the family or zip code you are born into should not determine your future. But poverty – like wealth – is handed down from generation to generation. However, unlike wealth, it is the inheritance no one wants. But the hand-medowns stop here. LIFT’s reason for existing is to end poverty one parent, one family at a time. That’s why…
POVERTY ENDS HERE.
TAGLINE RANKINGS We surveyed 500 consumers to see how they felt about “Poverty Ends Here."
86% liked it Here are the top six adjectives they used to describe it:
Clean/Simple
Bold
Inspiring
Engaging
Realistic
Assertive
WHY THIS WORKS
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It speaks to the desire for LIFT to be unapologetic, bold and provocative. It takes a stand but leaves room for aspiration
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Provides for a personal and collective ownership; Together, poverty ends here - with me (individual) and with us (corporately)
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Provides onramp for individuals to join the movement if they agree poverty should end too
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Offers flexibility if we ever decide to shift from families to other segments; our primary goal will always be ending poverty
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Achievable and not amorphous. It showcases the part LIFT plays in the larger intractable conversation
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Speaks to our local impact but makes room for systems change and our desire to impact the systems that hold our parents back - both locally, nationally and, in the future, internationally
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Creates a passive revenue stream with potential to license and merchandise ”Poverty Ends Here.”
LIFT MISSION STATEMENT: LIFT’s mission is to break the cycle of poverty by investing in parents and transforming families, lifting two generations at once.
LIFT VISION STATEMENT: Poverty isn’t a dirty word and it isn’t the result of failure. In fact, poverty – like wealth – is handed down from generation to generation. However, unlike wealth, it is the inheritance no one wants. But the hand-me-downs end here. What if we invested time, money and love in all parents, and gave them the tools they need to achieve their dreams? LIFT fights for a system that instead of holding parents back, puts power back in their hands to create better futures for themselves and their families.
CREATIVE TREATMENT
“It’s powerful. It’s declarative. It’s bold. It’s simple. And it’s about shared accountability.” — Michelle Rhone-Collins, Incoming CEO
“I am in LOVE with ALL of it. It so beautifully weaves together who we aspire to be, who we are today and who we are (proud!) to have been — feels simultaneously like a bold, fresh, needed step forward and also a natural continuation of an already strong brand and organization!” — Kirsten Lodal, LIFT CEO
WE’VE HIT YOU WITH A LOT… LET’S PAUSE HERE. Questions, comments, applause?
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