Brand Proposition
A brand proposition is a succinct, core thought or idea that drives us.
Tearfund’s brand proposition is:
Poverty is not God’s plan.
You are.
It should be used:
Like this:
- a launch pad for all communications
and expressions of the brand - an internal mantra that inspires staff
and volunteers - aspirational
- a call to action
- a theological truth
Not like this:
- always used as a strapline externally (straplines
mostly appear with a logo and are used verbatim) - an encapsulation of everything we do. Attempts
to do this lack impact and generally don’t stand
out or cut through.
Boilerplate
A standard description of Tearfund for online platforms, press releases, funding bids, etc. Used in written form it is designed to provide a consistent description of who we are and what we do:
Tearfund is a Christian charity that partners with churches in more than 50 of the world’s poorest countries. We tackle poverty through sustainable development, responding to disasters and challenging injustice. We believe an end to extreme poverty is possible.
Elevator pitch
An elevator pitch is a short persuasive statement designed to answer the question, ‘So what does Tearfund do?’ or similar. It is mostly used as a basis for speech, and encapsulates our identity and the core concepts in our messaging.
