introduction
Brand Philosophy
what is a brand?
When people are asked to describe a “brand,” they often think of a distinctive symbol, name or logo that identifies and represents a company or product. But it is much more than that. A brand is the experience, impression or lasting memory that resonates with someone when they encounter our products, services and team members. A person’s interaction with a brand can create a sense of connection with and expectations for that brand, including its values, personality and the emotions it evokes.
A brand is also a foundation for our shared values, mission and vision, informing our priorities and decision making. It guides all of our work across all of our teams.
our opportunity
As brand advocates of Goodwill, it is important that we recognize the value of creating positive experiences for the people we serve, our shoppers, our donors and our employees. Every interaction is an opportunity to create a positive memory of the Goodwill brand.
Through consistent brand experiences, Goodwill can:
- Create greater social impact
- Increase donor support
- Improve customer loyalty
- Strengthen talent attraction
- Enhance partnerships and community support
our BRand Platform
These characteristics provide a framework for engaging the public, describing who we are, how we behave, and what makes us unique.
Essence Caring Community Enterprise
Personality People First, Empowering, Passionate, Innovative, Collaborative
Promise Goodwill unites caring and enterprise to empower people to build communities that work.
our BRand Purpose
Help people advance themselves and their communities.
our BRand vision
Caring and connected communities that embrace each person’s potential.
our BRand Mission
Goodwill provides people with support to empower themselves and thrive through training, development and employment.
our BRand positioning
Goodwill is committed to helping individuals from all backgrounds empower themselves to achieve their own definition of success. Our trusted network of locally led organizations advance equitable opportunities within their communities through comprehensive job training, skills development, direct employment and support services that are sustainably funded through the sale of donated goods.
our BRand proof points
- We are people first.
- We are inclusive.
- We are sustainable.
- We are change-makers.
- We are local.