Brand Guide
WHAT IS A BRAND?
Defined, a brand is the sum of all expressions by which an entity (person, organization, company, business unit, city, nation, etc.) intends to be recognized. That’s it. Not more, not less. However, a definition does not have to inspire or guide. The definition of life doesn’t provide guidance how to live it. The definition of love is quite dull, but what wealth of emotion is triggered by the experience!
Put simply, a brand is what someone thinks of when he or she hears the brand name.
It’s everything the public thinks it knows about the name brand offering—both factual (e.g. It comes in a robin’s-egg-blue box), and emotional (e.g. It’s romantic). Our brand name exists objectively; people can see it. It’s fixed. But it exists only in someone’s mind.
It’s the promise we make and our ability to keep it. It’s our culture turned outward. If nothing else, our outward-facing brand should represent the best of what we bring.
The following is the articulation of our brand.
We are the only child-focused missions organization in the world that brings hope through friendship and life-development, with kids whose world works against them, so that they can pursue their God given dreams and change their world.
The Children’s Cup Character
Our character is the core of everything we do, even when words aren’t involved. It defines how we make decisions as an organization, how we interact with our friends and partners, and how we present ourselves to the world. Here are the elements that make the Children’s Cup Character unique:
Purpose
Our Purpose is a heroic one. We are here to serve kids in body, mind, and spirit so they live in the hope of Jesus, become disciples, dream big, and live their divine purpose.
Mission
We serve kids whose world is working against them to bring out the world-changer inside of them.
Cause
The cause we live for is to call out beauty from brokenness, speaking life, and inspiring dreams.
Offer
For both the kids we serve and the friends who join us in our effort, we are determined to offer an atmosphere of friendship, belonging, and life development everywhere we are.
Effect
The inevitable effect of our work is that people will see their value and be positioned for divine purpose.
Our Expression
The way we express ourselves matters. It’s how people perceive us both internally and externally. Those internal and external expressions must be consistent in order for our teams, friends, and the children we serve to experience us as the best, most effective and consistent version of ourselves.
From design and written content to the way our team interacts with those they come in contact with - in order for something to be seen as “Children’s Cup” it must be able to be identified by at least three of these traits
We are Physically Joyful
Friendly - Creative - Energetic
Whether in Africa or Albany, we bring an energetic and friendly joy into every room. Our creative expression is a light in dark places.
We are Emotionally Thoughtful
Advocatory - Intentional - Inclusive
We are are thoughtful in our approach to people and intentional advocates of our cause, the kids, and our friends. We are welcoming to everyone.
We are Socially Compassionate
Gracious - Caring - Empathetic
We graciously approach all of our relationships with a deep sense of compassion, caring, and empathy.
We are Intellectually Relational
Purposeful - Trusted - Loyal
We make every strategic decision through a relational human lense. We are trusted because we remain fiercely loyal to our purpose.
We are Spiritually Visionary
Spirit-Led - Obedient - Attentivel
God’s spirit has given us a big vision and we are obedient and attentive to it. The core of our beliefs as an organization is framed by that vision.
Our Vision, Mission, and Purpose
Children’s Cup partners with communities where risk factors threaten the future of its kids. We bring along our friends and provide life-changing programs designed to give kids a chance to overcome the odds that keep them in never-ending cycles. We help them see a hope for their future, dreams about what their life can be, and equip them with the love, support and training they need to accomplish those dreams. We hope to inspire kids to be a world-changing force within their families, their communities, and beyond.
OUR VISION
Giving Hope. Inspiring Dreams. Changing Worlds.
OUR MISSION
To make disciples of new generations that will change their worlds by living in the hope of Jesus, pursue His dream for their lives and lead others to do the same.
OUR PURPOSE
We are here to serve kids in body, mind, and spirit so they live in the hope of Jesus, become disciples, dream big, and live their divine purpose.
How We Describe the Need
CHALLENGE
Many kids across the globe suffer from a lack of access to education, food, solid familial structure, and healthcare. These missing elements limit their ability to become well developed, productive members of their community and world. God has called us to help them find hope, chase their dreams, and change their world for the better.
SOLUTION
Generous consistent giving makes it possible for our local and international teams to advocate and provide for the mind, body, and spiritual development of kids across the globe.
RESULT
For more than 30 years Children’s Cup kids have become pastors, leaders, business people and more. They are chasing their dreams, changing their world, and living the life that God has for them. How can we stop now!?
Our Audience
Primary Audience (Retention Group)
These audiences are already connected to Children’s Cup and we have captured their attention to some degree. The effort with these audiences is to continue and increase engagement with our mission. Each of has a unique view of Children’s Cup and therefore the communication should be equally unique.
FRIENDS
This group has made a decision to be connected to the vision of Children’s Cup. They care about the well-being of kids across the world and the Gospel being spread. They are connected through financial generosity and/or volunteerism via trips. Their interests are to to see the impact of our work, ways to be further connected, and the growth opportunities ahead of us as an organization. They want to know that we operate with integrity and that we are delivering on the promise made.
TEAMS
Our teams are the hands and feet of our organization. They are deeply committed to the mission and have given of their talents and time to see us succeed. They draw training, mentorship, and relationship from us. They depend on us for continued personal care, practical support (tools, direction, etc), training, and opportunity. They care about the long term stability of the organization and their place within it.
KIDS
This is the outpouring of our effort. They rely on us for a wide range of needs depending on their location and trust in our ability to provide it. They look to us for care, guidance and relational connection. This group depends on communication concerning upcoming happenings and opportunities. Stability and consistency are paramount!
Secondary Audience (Acquisition Group)
These are friends we’ve not met yet. Our responsibility is to be well prepared to tell the story. The story of the great need and our role in meeting it will inspire connection. Our longevity and trustworthiness over time matters to these groups and will inspire participation. Both new friends and new people in the field need to know we can deliver on the promises we make and we have a proven track record of doing so.
FUTURE FRIENDS
This audience has typically become aware of us through a ministry friend, a local church, or social media content. Our objectives are to introduce ourselves, build a relational rapport, and tell the story of Children’s Cup and the need in a compelling way. Our goal is to bring them into an ongoing giving relationship that supports our work. It’s important to communicate the overwhelming need of our work to this group as well as the effectiveness of our method and trustworthiness of our leadership. This group is driven by a mixture of emotional investment and trust.
field recruitment (future kids)
These are kids who live in a variety of tough circumstances. Whether it’s food, familial stability, escape from gangs, or poor economic status; we offer programs, hope, stability, and love to each of them.
field recruitment (future volunteers)
Generally connected to the kids we serve, these people are eager to make a difference in their community and the lives of people. They are typically believers who are service and missionally minded. We offer them an outlet for their love, care and service.
BRAND ASSETS
LOGO MISUSE
Any alteration of the logo or any of its components is considered misuse. It is important to ensure the logo is not distorted and care should be taken to maintain the proportion of the entire logo artwork when scaling.
alternate typography
Should the brand fonts not be available, refer to these fallback options available for free from Google Fonts.
