Brand Handbook
How The Academy brand is expressed
Official Names
The official name of organization is:
Academy for Creating Enterprise
If the name need to be shortened, the preferred usage is:
The Academy
Tagline
Creating abundance around the world
Trademarks and Branded Services
A trademark symbol can be added to the official name of organization. The Academy does not have a registered trademark:
Academy for Creating Enterprise™
Brand Hashtags
#actnow
#theacademy
Connections
The Academy is the great connector of individuals. Quality of lives are impacted and elevated, through equitable and mutual blessings to members, donors and volunteers.
Brand Statements
25-Word Brand Statement
The Academy for Creating Enterprise empowers faith-based individuals from the inside out through entrepreneurship training, practical resources, and ongoing support which transforms communities through self-reliance.
50-Word Brand Statement
At the Academy for Creating Enterprise, we’re committed to empowering individuals to create their own success. We know that sustainable businesses are the key to driving long-term economic growth, and that real change comes from within. Through faith-based training, practical resources, and ongoing support, we’re helping entrepreneurs build a future that can provide for themselves, their families, and their communities.
100-Word Brand Statement (About Us)
At the Academy for Creating Enterprise, we believe that every individual has the power to create their own success. That’s why we’re committed to empowering aspiring entrepreneurs in developing countries to build lasting businesses that can provide for themselves and their families. We know that true change comes from within, and that sustainable businesses are the key to driving long-term economic growth.
Our unique approach is rooted in faith-based training, practical resources, and ongoing support. By equipping entrepreneurs with the skills, resources, and connections they need to succeed, we’re helping to transform entire communities and drive economic growth over the long term.
Brand Messaging
Messaging Guidelines
When creating messaging for the Academy for Creating Enterprise, you should be thinking about three different “levels” of content: Headlines (and sub-headlines), Body Copy, and Program Features. Each of these levels of content should have a different emphasis.
Headlines should focus on the benefit the participant will receive for engaging with the Academy. For example, you might highlight self-reliance. A “self-reliance” headline might read: “Build a business that lasts and secure your future with the Academy.” It’s okay that you have not mentioned what the program is. Your goal in the headline is simply to capture the reader’s attention. Readers will be engaged by this headline because they want to be self-reliant and secure their future. This is also an effective headline because it teases the reader, and they start to wonder: How can the Academy help me build a lasting business and secure my future? To find out, they need to keep reading.
The Body Copy should connect the benefit expressed in the headline directly to the Academy’s programs. Continuing our example, the paragraph below the headline might start: “Starting a business is one of the most critical steps towards self-reliance, but it’s not an easy journey. The Academy for Creating Enterprise is dedicated to helping aspiring entrepreneurs in developing countries build lasting businesses that can provide for themselves and their families. Through our faith-based training, practical resources, and ongoing support, we help participants gain the skills, resources, and connections they need to succeed in their entrepreneurial ventures. Join us and take control of your future today!”
Finally, the program details should be listed in bullet points for quick scanning. These program features might include program length, practical training, ongoing support, etc. These details should be relegated to the last “read” on the page. Don’t lead off with headlines that highlight program features like, “Our program lasts for 12 weeks.” This may seem okay, even preferable, but participants will be more engaged by a benefits-based headline than a feature-driven one. Change this headline to emphasize why or how completing a program in 12 weeks will benefit the participant. Something like, “Gain the skills and knowledge to start your business in just 12 weeks with the Academy.” Then, after the transition from benefit (gaining skills and knowledge) to features in the body copy, you should identify the program length clearly in a bulleted list: “Our program lasts for 12 weeks and includes practical training, resources, and ongoing support.”
Following these messaging guidelines ensures that you will be putting the needs of our participants first and selling them not on our program features, but on our approach and our understanding of their needs.