Messaging
Brand Personality
The Goodwill brand personality is a collection of characteristics embodied through words and actions. These characteristics stem from the brand’s core values and should be expressed consistently at every touch point, regardless of the audience. Our voice is the consistent way that we express our personality in all of our communications. Consistency, authenticity and the uniqueness of our personality, voice and tone help our audiences recognize the Goodwill brand even when our name and trademarks aren’t present.
CARing
We are committed to helping individuals realize their potential and enhance their lives. We value inclusivity, recognizing diverse experiences as strengths. We are understanding and strive to meet the needs of each person to support their long-term success.
FRIENDLY
We are dedicated to providing positive experiences and outcomes for all of our stakeholders. We are welcoming, ensuring everyone feels comfortable, valued and understood. We focus on positivity. We want to invite and help others to discover a better tomorrow with our support.
EMPOWERING
We enable self-driven change and opportunities to thrive. We are resourceful, connecting individuals with resources and services to enhance their lives. We inspire confidence and the recognition of one’s own potential.
COLLABORAtive
We connect with like-minded organizations to advance our aligned missions and work. We value others’ unique strengths and partner to create better solutions for those we serve. We co-create individual learning and training plans with job seekers to help them achieve their goals.
Inspired
We are motivated by the people and communities we serve and passionate about removing their barriers to opportunity. We create innovative solutions for our communities. We are agile, anticipating future job market needs through community insights.