Internal communications to the team and introducing the purpose for the rebranding exercise and revealing the new brand look and identity.

1. Introduction to our new brand
Peter Yang, Executive Director
Andrew Ong, Lead for Corporate Partnerships/Marketing
EMPACT.SG

2. content
–
01 brand foundation
02 what is branding?
03 why branding?
04 brand narrative
05 brand process
EMPACT.SG

3. brand foundation
–
EMPACT.SG

4. project mission
–
EMPACT.SG
Refresh EMPACT’s brand and create a
cohesive and compelling story that drives
us forward.

5. our framework
–
EMPACT.SG
We adopted an inside-out
approach in our branding
exercise.
Internal Alignment
1. VISION
2. MISSION
3. VALUES
4. BRAND
ARCHITECTURE
External Alignment
5. BRAND
POSITIONING
6. BRAND
PERSONA
7. BRAND
PROMISE
1. VISION
Is there an overarching idea
that inspires every aspect of
our brand?
2. MISSION
What are our purpose of
existence? What are our
key-drivers?
3. VALUES
What are the guiding
principles of our brand?
4. BRAND
ARCHITECTURE
Is there an effective brand
portfolio strategy and
architecture?
Internal Alignment
5. BRAND
POSITIONING
What makes our brand
different from our
competitors
6. BRAND
PERSONA
What are the expressive
personality traits
represented by our brand?
7. BRAND PROMISE
A summary of the total
value proposition that
communicates our brand.
External Alignment

6. brand definition
–
EMPACT.SG
BRAND
A promise made to our
stakeholders that is
consistently repeated
whenever they interact
with us. The brand is
represented as a
framework and a set
of assets.
MESSAGE
How we tell the story of
our organisation and our
brand. It focuses on the
benefits we identify in our
brand positioning.
PROMISE
It is a statement made
by us to our stakeholders
stating what they can
expect from our products
and services. These items
be tangible and
intangible.

7. what is branding?
–
EMPACT.SG

8. what is branding?
–
EMPACT.SG
A brand is not just
about a name and logo

9. EMPACT.SG
A brand is the impression in the minds of
consumers.
what is branding?
–

10. why branding?
–
EMPACT.SG

11. why branding?
–
EMPACT.SG
In need of a refresh after 8 years to stay relevant
and reflect who we are and aspire to become as
an organisation.

12. why branding?
–
EMPACT.SG
It is getting easier to copy any product, product
improvement or unique feature. We need to
differentiate ourselves.

13. why branding?
–
EMPACT.SG
Products in the market more often than not provide
the same level of functional benefit. We also need to
connect and appeal on an emotional level.

14. why branding?
–
EMPACT.SG
That’s where branding comes in.

15. why branding?
–
EMPACT.SG
The fundamental notion behind branding is that in
everything the organisation does, everything it
owns, everything it produces – it should project a
clear IDEA of what it is and what its aims are.
This idea is used to create greater VALUE beyond
the expected, in the eyes of customers.

16. brand narrative
–
EMPACT.SG

17. brand history
–
EMPACT.SG
2011 - 2018

18. new brand
–
EMPACT.SG
The Identity System delicately and creatively balances boldness and
professionalism with fun and friendly symbolism.
The red underline highlights the letter ‘e’, symbolising our unique role in how
EMPACT bridges the gap between the needs of social organisations and our
cross-sector partnerships. By bridging the gap, stakeholders are empowered
to impact for the greater good.
The three coloured hearts coming together symbolises the taking flight
of a creative idea, an inspiring concept, or a fruitful collaboration. The
hearts also represent the 3 brand values, which are, needs-driven,
innovative and collaborative.
“Bridge the gap” definition:
- to connect two things or to make the difference between them smaller:
- to have qualities of two different groups or things —often + between2019 - present
brand logo
brand logo with tagline

19. our message
–
EMPACT.SG
The message we want to convey is how Empact addresses the needs for
greater social impact by empowering our partners. This will also be used as
our tagline representing our positioning as a choice strategic partner that
adds value to our partners and volunteers by bridging the gap.

20. our promise
–
EMPACT.SG
We are uniquely placed to bridge the
gap for cross-sector partnerships to
empower for greater social impact.
With our network of stakeholders in and out of the social service sector,
Empact is able to connect and collaborate with our different partners
towards channeling skill sets and resources to build the capacity of social
organisations in Singapore and in the region. Because of we know their
needs, we empower to develop innovative solutions that solves problems.

21. our vision 2020
–
DEVELOP
FRAMEWORK
& TOOLS
for the Social Sector and
share such resources
01
0203 ESTABLISH
LOCAL
PARTNERSHIPS
to adapt resources
and programmes to fit
local needs
LEVERAGE OUR
CORPORATE VOLUNTEER
PARTNERS’ NETWORK
In the Asia region to scale
established programmes
To build the capacity of
2,500
Social Organisations
throughout Asia
EMPACT.SG

22. our mission
–
To build the capacity
of social organisations.
Volunteer
Ecosystem
• Practitioners
• Tertiary Students
• Corporates
• Associations
Non-Profit
Organisations
& Social
Enterprises
Skills
transferred
Partnership
formed
Critical
Services
Offered
EMPACT.SG

23. our values
–
EMPACT.SG
By acting as an
intermediary, connector
and innovator - Empact
relentlessly works to build
the capacity of the social
sector, connecting social
organisations to skills
across the spectrum to
better support their clients
and increase their impact. Our aim is to create
impact for the social
service sector. In all that
we do and the solutions
that we develop, are to
fulfill our mission.
Because of our unique
position as a linchpin,
we have the ability to be
creative and offer
bespoke solutions.
We understand that the mission
that we’ve embarked on cannot be
accomplished alone. We need to
involve different partners to create
the impact that the social service
sector needs.

24. brand attributes
–
EMPACT.SG
Brand attributes are a
bundle of features that
highlight the physical and
personality aspects of the
brand. Attributes are
developed through images,
actions, or presumptions.

25. brand persona
–
EMPACT.SG
Passionate We are passionate about
impacting social organisations.
• Use strong verbs.
• Be champions for our charities
and social enterprises.
• Be cheerleaders.
• Be lukewarm.
• Use a passive voice.
CHARACTERISTIC DESCRIPTION DO DON’T
Friendly We are approachable and
inclusive. We might take our
mission seriously, but we do not
take ourselves seriously.
• Be hopeful.
• Use colorful or bright
illustrations, images or
examples.
• Be rude or curt with captions
or comments.
Authentic We are going to help you with
your impact. And that may not
always be from our programs.
• Be real and honest.
• Own any issues or mistakes,
and show that we will address
them.
• Overpromise.
• Oversell our programs and
our capabilities.
Inspiring We are not afraid to challenge
the status quo by telling stories -
to encourage others to contribute
their skill sets to create impact,
and to recognise the social
impact by our SOs.
• Be positive.
• Use unexpect examples.
• Take the contrarian viewpoint.
• Be negative and gloomy.
• Lose sight of the audience and
the core message.
• Overplay on examples.
Brand persona refers to
the personality and
emotion infused into a
company's
communications. It
encompasses everything
from the words and
language you use, to the
personality and image
your marketing assets aim
to invoke.

26. brand architecture
–
EMPACT structures its
approach, mission and
services around the needs
of its different audiences to
better answer to their
requests and requirements.
EMPACT.SG
SOCIAL
ORGANISATIONS
–
Build your capacity.
Increase your impact.
VOLUNTEERS
–
Match your skills to
meaningful projects.
GOVERNMENT
/ GRANT MAKERS
–
Support social innovation.
Empower local
communities.
CORPORATIONS
–
Develop purposeful
volunteering programmes.

27. brand process
–
EMPACT.SG

28. brand process
–
EMPACT.SG
Branding is a journey, not a destination.
Investment
In
BRANDING
Creation of
PURCHASE
Motivators
Increase in
MARKET
Share
Enhance
Future
EARNING
Investment to
Further Build
Brand EQUITY
Image source: insert image source here
BRAND EQUITY

29. brand process
–
EMPACT.SG
Ingredients that make a brand great.
Focused Clear identityConsistency
Employees
embracing the
brand
What makes a
brand great?
Differentiation
Deliver its
promise
Superior
products &
processes
Relevant to
stakeholders

30. brand process
–
EMPACT.SG
The next couple of months will be important for
our team. We need everyone to play their part to
build our brand.

31. timeline & next steps
–
EMPACT.SG
1 Brand Workshop
Introduction to our new brand
4 April 2019• Presenting new brand
• Aligning for soft launch
ITEM DESCRIPTION DATE ACTION BY
2
3
Teaser
“We’re moving & getting a
new look”
15 April 2019• Email / eDM
• Social media - FB / LI / IG
• Website
4
17 April 2019• Run through guidelines
• How to use ppt templates
• How to update e-signature
5
Soft Launch
“Our new address and new
look!”
30 April 2019• Email / eDM
• Social media - FB / LI / IG
• Website
6
Namecard
E-Signature
Powerpoint Template
2-9 May 2019• Insert template and update particulars
Peter / Andrew
Cheyenne to coordinate
SS / AS / CV / VM
Soma to coordinate
SS / AS / CV / VM
New Brand Workshop
“Our new address and new
look!”
Soma to coordinate
SS / AS / CV / VM
4
Feedback Session
Areas to tweak
• Share any feedback from stakeholders for
improvements
June 2019 Janyn to coordinate
SS / AS / CV / VM
Cheyenne to coordinate
SS / AS / CV / VM

32. teaser
–
EMPACT.SG

33. For more information, contact us
Andrew Ong, Corporate Partnerships &
Marketing
E: andrew.ong@empact.sg
M: +65 9695 5755
thank you
–
EMPACT.SG