Branding and Communications Guidelines
www.LutheranSeniorLife.org
The Essence Of Who We Are
CONTENTS
Introduction...........................................................................................1 • What Is Branding? / Target Audience / Branding Guide / Visual Identity / Verbal Identity • What is the Lutheran SeniorLife Brand? The Heart Of The Lutheran SeniorLife Brand.......................................4 • Brand Promise / Mission Statement / Core Values Section One: Visual Identity...................................................................5 • Primary Logo.............................................................................................6 Elements / Usage / Clear Space / Acceptable Color Variations / Incorrect Usage • Secondary Logos......................................................................................8 Variations / File Formats • Color Palette...........................................................................................10 Primary Colors / Secondary Colors / Tertiary Colors • Usage Guidelines:....................................................................................12 Typography: Primary Font / Secondary Font Imagery: Photography / Iconography / Illustration • Applications............................................................................................14
Section Two: Brand Voice and Messaging.............................................17 • Verbal Identity: Tone and Voice..............................................................18 • Written Identity: Key Messaging ...........................................................19 • Writing Style ..........................................................................................20 General Writing Guidelines / Formatting and Punctuation / Names and Titles / Abbreviations and Acronyms / Quotes and Attributions / Web and Digital Content / Editing and Proofreading • Applications............................................................................................22 • Brand Governance / Brand Management...............................................24 • Marketing Project Requests....................................................................25 • Brand Compliance..................................................................................26 Section Three: Communications..........................................................27 • Community Relations................................................................................28 • Media Relations.........................................................................................30 • Crisis Communications..............................................................................32 • Writing Talking Points, Don’t Panic...........................................................34
INTRODUCTION
WHAT IS BRANDING? Creating a powerful brand is about etching a distinctive identity in the hearts and minds of consumers. It means consistently and meticulously crafting a name, logo, design, and messaging that encapsulates the brand’s values, mission, and personality. Effective branding distinguishes a business from its competitors, fosters customer loyalty, and shapes how people perceive and connect with the brand. Ultimately, branding transcends mere symbols or slogans; it’s about forging a profound and lasting connection with the audience. The purpose of the Lutheran SeniorLife Branding & Communications Guide is to ensure consistency and clarity in how the organization presents itself to its stakeholders, including residents, families, employees, and the broader community. The guide outlines the key elements of the brand, such as the organization’s mission, values, brand promise, visual identity, and messaging framework, to create a cohesive and recognizable brand presence. By adhering to these guidelines, Lutheran SeniorLife aims to strengthen its reputation, build trust, and effectively communicate its commitment to enhancing the quality of life for those we serve and those who serve. Furthermore, this guide provides policies, standards, and best procedures to ensure our messaging aligns with our mission and values. TARGET AUDIENCE Identifying the target audience is a critical component of effective branding. It allows an organization to tailor its brand message, personality, and offerings to the specific needs, preferences, and behaviors of the people most likely to engage with it. A deep understanding of the target audience enables an organization to create a brand identity that resonates with them on an emotional level, making the brand more relevant, relatable, and appealing. By knowing who the audience is, what they value, and how they make decisions, an organization can craft messaging, design, and experiences that speak directly to them, fostering a stronger connection and encouraging brand loyalty. Moreover, targeting the right audience helps to maximize marketing efforts and resources, ensuring that the brand reaches the people who are most likely to become loyal customers, advocates, or partners. The appropriate target audience is the foundation for building a brand that not only stands out in the marketplace but also deeply connects with those we serve.
INTRODUCTION / 1
BRANDING GUIDE This guide provides the fundamental elements and guidelines necessary to communicate our brand values effectively and maintain the integrity of our visual and verbal identity. VISUAL IDENTITY In the context of branding for Lutheran SeniorLife, visual identity refers to the visual elements that represent and communicate the organization’s brand. It includes the design components that create a cohesive and recognizable look across all materials and platforms, helping to establish and reinforce Lutheran SeniorLife’s brand image and values. Key components of Lutheran SeniorLife’s visual identity include logo, color palette, typography, imagery and design elements. See page 4. VERBAL IDENTITY Verbal identity for Lutheran SeniorLife encompasses the language, tone, and messaging that the organization uses to communicate its brand values, mission, and services. It defines how Lutheran SeniorLife speaks to its audience and ensures that all communication is consistent, clear, and reflective of the organization’s identity. Key components include voice, tone, storytelling, language style, and consistency. See page 12.
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WHAT IS THE LUTHERAN SENIORLIFE BRAND? Lutheran SeniorLife’s brand is centered around providing compassionate, high-quality care and living options for older adults. The brand embodies the following key elements: Compassionate Care: The brand emphasizes a deep commitment to delivering care with empathy and understanding, ensuring that the needs and dignity of older adults are met. Quality and Excellence: Lutheran SeniorLife is dedicated to maintaining high standards in all its services, from residential living to healthcare. This focus on quality reflects their commitment to excellence in senior care. Community and Support: The brand highlights the importance of creating a supportive and inclusive community. It fosters an environment where older adults can thrive, build connections, and feel valued. Faith-Based Values: As an organization rooted in Lutheran values, the brand integrates faith-based principles into its services, reflecting a commitment to spiritual well-being alongside physical and emotional care. Innovation and Adaptability: Lutheran SeniorLife embraces innovation to enhance the quality of life for seniors. The brand is open to adapting its services and facilities to meet evolving needs and preferences. Holistic Approach: The brand promotes a holistic approach to senior living, addressing not only physical health but also emotional, social, and spiritual needs. Trust and Reliability: Lutheran SeniorLife’s reputation is built on trust and reliability, ensuring that families and residents can count on consistent and dependable care. Personalized Experience: The brand values personalized care, tailoring services to meet the unique needs and preferences of each individual. Brand Promise : A detailed commitment about what the brand will deliver to customers, focusing on trust, consistency, and the brand’s core values. Live an Abundant Life ® Tagline : A short, memorable phrase used in marketing to quickly convey the brand’s identity and value proposition. Life Engaging Services Delivering Compassionate Care for over 100 years Life Enriching Services Enriching Lives for over 100 Years
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The purpose of the Lutheran SeniorLife Branding and Communications Guidelines is to ensure consistency and clarity in how our organization presents itself to its stakeholders, including residents, families, employees, and the broader community. The guide outlines the key elements of our brand, such as the organization’s mission, values, brand promise, visual identity, and messaging framework, to create a cohesive and recognizable brand presence. By adhering to these guidelines, Lutheran SeniorLife aims to strengthen its reputation, build trust, and effectively communicate its commitment to enhancing the quality of life for those we serve and those who serve. Furthermore, this guide provides policies, standards, and best procedures to ensure our messaging aligns with our mission and values. THE HEART OF THE LUTHERAN SENIORLIFE BRAND
MISSION STATEMENT Our mission is to continually transform and elevate health, wellness and social services while fostering an Abundant Life ® for those we serve and those who serve. CORE VALUES • Treat all individuals with dignity, respect, compassion, and professionalism to foster a faith-based, person-centered culture and environment. • Promote teamwork and collaboration in everything that we do. • Focus on innovation by embracing change and being forward thinking. • Commit to exceptional quality and strive for excellence by encouraging curiosity, seeking information and creating and accepting solutions that achieve measurable value. • Strive to be good stewards in all of our actions and decisions.
BRAND PROMISE Live an Abundant Life ®
Lutheran SeniorLife strives to foster and grow Abundant Life ® . Abundant Life ® is unique to each person in what brings joy, enrichment, hope and love to life. Regardless of one’s situation in life, physical abilities or limitations, to live an Abundant Life ® means that each person can live each day with purpose, meaningful activity and a peaceful heart surrounded by people who value and appreciate one another. Abundant Life ® includes elements of opportunity, acceptance, respect, compassion, empowerment and dignity . In the spirit of our faith-based mission every member of the Lutheran SeniorLife community is dedicated to ensuring an environment that provides Abundant Life ® – in all that we do. Abundant Life ® is taken from the Bible, John 10: 10, where Jesus tells us that He came in order to give us life and to give it abundantly. Lutheran SeniorLife is aware that what brings abundance to the life of any individual depends on each person. The key to fulfilling our mission is to know each person we serve fully so we can deliver an Abundant Life ® for everyone. We also need to respect and work well with our fellow team members in support of a culture that promotes Abundant Life ® . We are here to serve.
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Section One VISUAL IDENTITY
This section of the Lutheran SeniorLife Branding and Communications Guidelines establishes the foundational elements that shape our brand’s image and ensures consistency across all platforms. It outlines the essential components, such as logos, colors, typography, and imagery, that convey the core values and mission of Lutheran SeniorLife. By adhering to these guidelines, we create a unified and recognizable presence that resonates with our audience, strengthens our brand equity, and reinforces our commitment to excellence to those we serve.
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PRIMARY LOGO
The Lutheran SeniorLife logo serves as our official identifying visual symbol—a graphic mark to represent Lutheran SeniorLife in all communications, both external and internal. The dove is a common Christian symbol of peace, love and spirituality, which are values that form the foundation of Lutheran SeniorLife’s faith-based ministry of care for seniors. The dove creates a symbol of continuity. Together, the logo and color scheme are critical design elements in maintaining the identity for Lutheran SeniorLife. The dove and type together constitute the logo; neither should be used independently of the other.
Primary Logo Elements: The primary logo consists of the Lutheran SeniorLife name and the symbol of a dove. Usage: The primary logo should be used on all official documents, marketing materials, and digital platforms. Clear Space: Maintain a clear space around the logo equivalent to the height of the dove to ensure visibility and impact.
Live an Abundant Life ®
Preferred, Stacked Version
Preferred, Stacked Version with Brand Promise
X
X
X
X
Horizontal Version
X
X
X
X
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Acceptable Color Variations: The logo is available in the preferred color, black, and white reverse versions. Use the appropriate version based on the background color for maximum contrast and visibility.
Black Version
White Reverse Version
Preferred Color Version
Black Version
Horizontal Color Version
Horizontal White Reverse Version
Incorrect Logo Usage:
Don’t distort proportions
Don’t change size, placement or spatial relationship of the dove or type
Don’t change the color of the dove or type
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SECONDARY LOGOS
For brands with multiple products or services, secondary logos help differentiate each offering while maintaining a unified brand umbrella. Each community, program and service in the Lutheran SeniorLife system is an important part of a greater whole. In order to create a unified identity and build the strongest possible brand for Lutheran SeniorLife, “secondary logos” have been created to represent each entity throughout the system. Secondary logo elements include the primary logo with the name of the community, program or service positioned below it. Lutheran SeniorLife’s secondary logos include:
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File Formats for Print & Digital Output
Different output options require different file formats for optimum results. The following is a
reference guide for those variations. Logos for print applications Preferred File Format: Vector/EPS with all fonts converted to outlines Note: Resolution is not an issue with this file format.
a service of VieCare
For projects being printed as a 1- or 2-color product, PMS spot colors must be indicated. For Projects being printed using a 4-color process, PMS colors should be converted to CMYK colors. If the logo is not available in a vector/eps file format a JPG file can be used. The JPG file must be set to CMYK color mode and have a minimum of 300 dpi at 100%. If using a JPG format, the background where the logo will be placed will need to be white, since the file will not have a transparent background. Logos for digital applications Preferred File Format: JPG or PNG file, set to RGB color mode. PNG file formats will have a transparent background. Resolution for digital graphics will need to be a minimum of 100 dpi at 100%. JPG files will not have a transparent background. Resolution for digital graphics will need to be a minimum of 100 dpi at 100%.
a service of VieCare
The following line of text will be included within the body copy that accompanies the LIFE logo: Serving Armstrong, Beaver, Butler and Lawrence Counties
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COLOR PALETTES Lutheran SeniorLife’s color palette is designed to create a consistent look across touchpoints. Our Primary palette consists of Purple and Black. Our secondary color palette is yellow-orange. It is to be used only as an accent color and/or as a screened background. Our Tertiary color palette is for special usage only.
For PRINT Applications
Primary Color Palette Consisting of colors that are to be used most often.
For DIGITAL Applications
Spot colors For projects printed using only 1- or 2-colors. Examples include: promotional items such as pens, clothing, tumblers
Process colors For projects printed using 4-color process. Examples: brochures, direct mailers, posters, billboards
Digital colors For all digital projects. Examples: website, social media, digital advertising
R184, G52, B148 or Hex Code: b83494
PMS Purple C
C28, M93, Y0, K0
R35, G31, B32 or Hex Code: 231f20
PMS Black
C0, M0, Y0, K100
Secondary Color Palette To be used in conjunction with the primary and secondary logo colors.
For DIGITAL Applications Digital colors
Spot colors For PRINT Applications
Process colors
R250, G166, B26 Hex Code: faa61a
PMS 130 C
C0, M40, Y100, K0
R249, G245, B231 Hex Code: f9f5e7
10% Screen of PMS 130 C
C2, M2, Y9, K0
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Tertiary Color Palette To be used as accents or highlights in conjunction with the primary and/or secondary logo colors.
For PRINT Applications only
PMS 563 C (Spot Color) C75, M0, Y40, K0 (Process Color) PMS 7502 C (Spot Color) C0, M9, Y40, K28 (Process Color) PMS 542 C (Spot Color) C60, M15, Y0, K6 (Process Color) PMS 130 C (Spot Color) C0, M40, Y100, K0 (Process Color)
PMS 522 C (Spot Color) C25, M37, Y0, K0 (Process Color) PMS 390 C (Spot Color) C30, M0, Y94, K0 (Process Color) PMS 123 C (Spot Color) C0, M20, Y100, K0 (Process Color) PMS 488 C (Spot Color) C0, M33, Y23, K10 (Process Color)
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USAGE GUIDELINES Typography
ROMAN: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BOLD: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ITALIC: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BOLD ITALIC: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz PRIMARY FONT , used in all company logos and in publications for headlines – Goudy Old Style a serif font family including the following weights and styles:
Usage Sample:
Mission & Values Our mission is to continually transform and elevate health, wellness and social services while fostering an Abundant Life ® for those we serve and those who serve.
SECONDARY FONT , to be used in publications for body copy – ITC Stone Sans a sans serif font family including the following weights and styles: MEDIUM: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BOLD: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ITALIC: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BOLD ITALIC: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Mission & Values Usage Sample:
Our mission is to continually transform and elevate health, wellness and social services while fostering an Abundant Life ® for those we serve and those who serve.
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Imagery / Photography
Photography: Lutheran SeniorLife does utilize photography within its marketing materials. Images must be high-resolution and shot professionally. Images of people, like the one below, that project a sense of warmth, happiness and joy are preferred and are in alignment with our brand promise of promoting Abundant Life ® .
Iconography and Illustration: Lutheran SeniorLife does not utilize either iconogrpahy or illustration within its marketing materials. HIPPA: All photography requires a photo release, signed by those being photographed.
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“ Ask the Nurse ”
APPLICATIONS
JOIN US for a casual Q&A and learn about services available to assist in caring for loved ones in the comfort of their home. Coffee and tea provided at no charge. RSVP, 724-431-3372 or click the QR code below. March 11th 6:00 – 7:00pm Vintage Coffee House 209 S. Main Street, Butler
To consistently elevate the Lutheran SeniorLife brand, use the primary and secondary logos, official colors, and designated fonts on all external communication channels. Collaborate with the Director of Systems Marketing to include high-quality text and images of residents and staff, enhancing the visual impact.
• Marketing Materials • Electronic Newsletter • Social Media • Letterheads / Envelopes • Website • Commercials
Home Health Care: empowering you to thrive in the comfort of your own home while receiving expert medical attention and support tailored to your unique needs. Hospice: providing options, comfort, and support for patients and their families during the final stages of life. Home Safety and Telemonitoring services: offering cutting-edge technology and personalized support to enhance safety and well-being at home. Great Care at Home
Instagram AD
AbundantLife Magazine
Memory Care A Supportive And Caring Environment For All AbundantLife SPRING / SUMMER 2024
BizMatters Magazine print ad
www.LutheranSeniorLife.org / 724-282-6806
Top right, Overbrook Pointe and below, RoseCrest Assisted Living
InCommunity Magazine print ad
Header for E-Newsletter
Live an Abundant Life ®
ANNUAL REPORT
ISSUE see page 6
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IN THIS ISSUE: 3 Memory Care / 4 Residential Living / 6 Foundation
Make the most of your Abundant Life ® LIFE ENGAGING SERVICES
InCommunity Magazine print AD
• Residential Living • Social Activities • Health and Wellness Center • Chef Prepared Meals • Housekeeping and More!
WITH GRATITUDE! As we celebrate National Nursing Assistants week, Lutheran SeniorLife wants to take a moment to express our deepest gratitude to all of our CNAs and caregivers who go above and beyond to ensure the well-being and dignity of our patients. Thank you for your hard work, compassion, and unwavering dedication. We are both grateful and proud to have you as part of our team.
Facebook AD
Passavant Community, Zelienople St. John Community, Mars
Postcard
Enriching lives for over 100 years! For more information or to schedule a tour, call, scan or visit lutheranseniorlife.org (724) 742-2249
DOWNSIZING with Leslie McKinney Organizing personal items and
Residential Living
household goods accumulated over a lifetime can be overwhelming. Join Leslie McKinney of Caring Transitions as she guides you through one of life’s more stressful events—Downsizing. RSVP, 724-625-4710 1500 Graham Way, Mars Light Appetizers / Tours Available
InDeed AD
Join Our Team Lutheran SeniorLife and its affiliates are equal opportunity employers.
Live Light: Embrace Simplicity
Move-In Specials (2-bedroom apartments)
1:30 – 3:00pm Thursday, July 11th
SECTION ONE: VISUAL IDENTITY / 15
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Section Two BRAND VOICE AND MESSAGING The Lutheran SeniorLife brand voice is the essence of how we communicate with our audience—compassionate, trustworthy, and committed to enhancing the lives of seniors and those in our care. Our messaging reflects our mission to provide an Abundant Life ® for all, emphasizing dignity, respect, and personalized care. Whether through written content, verbal communication, or visual storytelling, our brand voice consistently conveys warmth, integrity, and a deep sense of community. This section outlines the key elements of our brand voice and provides guidelines to ensure our messaging remains consistent and impactful across all platforms.
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VERBAL IDENTITY: TONE AND VOICE
Examples of Lutheran SeniorLife’s tone and voice: Warm and Compassionate:
The tone and voice of Lutheran SeniorLife are characterized by warmth, empathy, and professionalism, reflecting our commitment to compassionate care and community support. Our communication style is approachable and sincere, emphasizing respect and understanding for the diverse needs of our residents and their families. We convey information clearly and thoughtfully, ensuring that our messages are both reassuring and informative. By maintaining a consistent tone and voice, we foster trust and connection with our audience, reinforcing our dedication to providing exceptional service and creating a positive impact in the lives of those we serve.
“At Lutheran SeniorLife, we understand that every individual is unique. Our caring team is dedicated to providing personalized support that makes you feel like family. We are here to listen, support, and ensure that you feel at home with us.” Professional and Reassuring: “Our commitment to excellence means you can trust Lutheran SeniorLife to deliver high- quality care and services. With our experienced staff and compassionate communities, we are dedicated to enhancing your well-being and ensuring your peace of mind.” Friendly and Approachable: “We’re excited to welcome you to the Lutheran SeniorLife community! From engaging activities to friendly conversations, we strive to make every day enjoyable and fulfilling. Feel free to reach out with any questions or just to chat—we’re here for you.” Clear and Informative: “Lutheran SeniorLife offers a range of services designed to meet your needs. Whether you’re looking for independent living, assisted care, or specialized support, we provide detailed information to help you make the best choice for your lifestyle and preferences.” Supportive and Empowering: “At Lutheran SeniorLife, our goal is to empower you to live your life to the fullest. We offer resources and support to help you maintain your independence while also providing the care and assistance you need. Your well-being is our top priority.” These examples illustrate how Lutheran SeniorLife’s tone and voice should be conveyed across various communication channels to effectively connect with and support our audience.
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WRITTEN IDENTITY: KEY MESSAGING
These messages highlight the core values and benefits of Lutheran SeniorLife services, aiming to resonate with potential residents, their families, and the broader community.
Examples of key messages promoting Lutheran SeniorLife services: Compassionate Care:
“At Lutheran SeniorLife, we provide compassionate, person-centered care tailored to meet the unique needs of each individual, ensuring that every person feels valued and supported.” Holistic Well-being: “Our holistic approach to senior care focuses on enhancing physical, emotional, and social well-being, helping seniors live fulfilling and meaningful lives.” Expert Support: “With a team of dedicated professionals and state-of-the-art facilities, Lutheran SeniorLife of- fers expert support and innovative programs designed to promote health and independence.” Community Engagement: “We foster a vibrant and active community where seniors can engage in enriching activities, build meaningful connections, and enjoy a sense of belonging.” Trusted Legacy: “With decades of experience and a commitment to excellence, Lutheran SeniorLife is a trust- ed provider of senior services, dedicated to upholding the highest standards of care.” Personalized Services: “From independent living to specialized care, Lutheran SeniorLife offers a range of personal- ized services and housing options to meet diverse needs and preferences.” Family Focus: “We understand the importance of family, and we work closely with loved ones to ensure a supportive and collaborative approach to care that benefits those we serve.” Innovative Solutions: “Our forward-thinking approach includes innovative solutions and programs that enhance quality of life, from life-engaging health care services to recreational activities.”
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In order to support the creation of clear, consistent, and professional content that aligns with Lutheran SeniorLife’s branding and communication objectives, Lutheran SeniorLife utilizes the following guidelines for writing and editing content in accordance with the Associated Press (AP) style. WRITING STYLE
General Writing Guidelines Clarity and Brevity: Write clearly and concisely. Avoid unnecessary jargon and complex sentence structures. Active Voice: Prefer active voice over passive voice to make sentences more direct and engaging. Consistency: Apply AP style rules consistently throughout all communications. Formatting and Punctuation Dates: Use the format “Aug. 13, 2024,” with the month abbreviated and the year in full. Avoid “st,” “nd,” “rd,” and “th.” Numbers: Spell out numbers one through nine; use numerals for 10 and above. For percentages, use numerals and the percent symbol (e.g., 5%). Titles: Capitalize formal titles when used before a person’s name (e.g., President John Doe). Lowercase titles when used alone or after a name (e.g., John Doe, president). Headlines: Use headline-style capitalization for titles and headings. Capitalize the first and last words and all major words in between.
Names and Titles Organization Name: Use “Lutheran SeniorLife” on first reference. For subsequent references, use “Lutheran SeniorLife” or “the organization” as appropriate. Titles: Use full titles on first reference (e.g., Chief Marketing Officer Jane Smith). For subsequent references, use just the name or last name if context is clear. Abbreviations and Acronyms Abbreviations: Use abbreviations only after the full name has been mentioned on first reference (e.g., Lutheran SeniorLife Rehabilitation Services (LSRS)). Acronyms: Spell out acronyms on first use with the acronym in parentheses (e.g., Visiting Nurses Association of Western Pennsylvania (VNAWP)). Quotes and Attributions Quotes: Use direct quotes to accurately reflect the speaker’s words. Attribute quotes to the speaker in a clear and straightforward manner. Attribution: Use “said” for attribution of quotes and statements. Other verbs like “stated” or “explained” can be used sparingly and only when necessary for context.
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Web and Digital Content URLs: Use full URLs and avoid including “http://” or “https://” unless necessary. Social Media Handles: Use the full handle (e.g., @LutheranSeniorLife) when mentioning social media accounts. Editing and Proofreading Proofread: Always proofread content for spelling, grammar, and adherence to AP style before publication. Consistency Check: Ensure consistency in formatting, style, and tone throughout all communications.
This ensures clarity, consistency, and professionalism across all written commu- nications, reinforcing our brand’s credibility and trustworthiness.
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APPLICATIONS
Lutheran SeniorLife’s verbal identity is a crucial component of its overall brand identity, encompassing the tone, language, and messaging used to communicate with various stakeholders and those we serve. Here are key elements that define Lutheran SeniorLife’s verbal identity:
1. Compassionate and Empathetic: • Tone: Warm, caring, and supportive. • Language: Using words that convey empathy, kindness, and under- standing. • Messaging: Highlighting the organization’s commitment to providing compassionate care and support to seniors and their families. 2. Trustworthy and Reliable: • Tone: Confident, reassuring, and dependable. • Language: Emphasizing reliability, safety, and the organization’s long-standing reputation. • Messaging: Focusing on the trust that residents and families can place in the services and care provided by Lutheran SeniorLife. 3. Community-Oriented: • Tone: Inclusive, engaging, and welcoming. • Language: Using inclusive language that fosters a sense of community and belonging. • Messaging: Showcasing community activities, events, and the collabo- rative spirit within Lutheran SeniorLife.
4. Dignified and Respectful: • Tone: Respectful, honoring the dignity and individuality of each per- son. • Language: Avoiding patronizing terms and using respectful language that acknowledges the residents’ experiences and individuality. • Messaging: Promoting the dignity and respect of all residents, ensuring they feel valued and honored. 5. Professional and Knowledgeable: • Tone: Professional, informative, and knowledgeable. • Language: Using clear and precise language, free of jargon, to convey expertise and professionalism. • Messaging: Emphasizing the qualifications, experience, and expertise of the staff, as well as the quality and breadth of services offered. 6. Hopeful and Positive: • Tone: Optimistic, uplifting, and encouraging. • Language: Using positive and hopeful language to inspire confidence and a positive outlook on aging and senior care. • Messaging: Highlighting success stories, positive outcomes, and the joys of life within the Lutheran SeniorLife community.
Incorporating these elements into all communications ensures that Lutheran SeniorLife consistently projects a cohesive and strong verbal identity that aligns with its mission and values. See the following examples.
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Sample Commercial Script:
Sample Video Scripts:
YouTube video promoting Lutheran SeniorLife as a leader in providing care through every stage of life
At Lutheran SeniorLife, we understand the unique needs of older adults and the responsibility of a trusted servant leader. We offer a range of services from retirement living, and assisted living, to in-home care, rehabilitation, and more. Our communities are designed to inspire and enrich the lives of our residents and those entrusted in our care. Our compassionate staff provides the support, personalized attention and the utmost care you need to live a fulfilling life. That’s why we offer a comprehensive range of services designed to cater to those individual needs, ensuring a life filled with purpose, joy, and dignity. Visit, LutheranSeniorLife.org to learn more about our enriching programs, outstanding amenities, and the unmatched experience of being part of one of our cherished communities. At Lutheran SeniorLife, we are passionate and committed to helping each person thrive and live an Abundant Life ® .
https://www.youtube.com/watch?v=suMhvghyOFo
YouTube video promoting the peace of mind that the Lutheran SeniorLife LIFE programs provide seniors
https://www.youtube.com/watch?v=EsSFsrDVsH4
YouTube video promoting the adoption services available through the Lutheran SeniorLife Lutheran Service Society
https://www.youtube.com/watch?v=-u1VCzvjeGI
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BRAND GOVERNANCE
BRAND MANAGEMENT Production/Approval Process for design projects requested All projects must be requested a minimum of 3 weeks prior to deadline. When requesting a project for design, provide GSL code and budget for project in the initial email. Brand governance outlines the policies and procedures for maintaining the integrity and consistency of our brand. It details the roles and responsibilities of those involved in managing and protecting our brand assets, including oversight of brand usage and adherence to guidelines. This section ensures that all brand-related activities are aligned with our strategic objectives and organizational values, helping to preserve the strength and coherence of our brand identity across all touchpoints.
Initial Draft Review • Preparation: The Marketing and Communications team prepares the initial draft of the marketing materials, incorporating all necessary elements including Visual Identity, Brand Voice and Messaging, Application and Usage, and Brand Governance. • Internal Review: The draft is circulated among key stakeholders within the Marketing and Communications team for initial feedback and revisions. Stakeholder Feedback • Distribution: The revised draft is shared with a broader group of stakeholders, including senior leadership, department heads, and any other relevant teams. • Feedback Collection: Stakeholders review the draft and provide feedback within a specified timeframe (e.g., two weeks). Feedback should be consolidated and categorized for clarity. Revision and Refinement • Integration: The Marketing and Communications team reviews the feedback, makes necessary revisions, and updates the draft accordingly. • Second Review: The updated draft is circulated again for a final round of feedback from the initial group of stakeholders.
Final Approval • Executive Review: The final draft, incorporating all feedback and revisions, is submitted to the Executive Leadership for final approval. • Approval Meeting: A meeting is held with the Executive Leadership to review and discuss the final draft. Any last-minute changes or approvals are addressed at this stage. Publication and Implementation • Release: Upon receiving final approval, the design project is formally printed/published and distributed to all relevant parties. • Training: The Marketing and Communications team provides training or briefing sessions to ensure all team members and stakeholders understand and adhere to the guidelines. Ongoing Review and Updates • Periodic Review: The Branding Guide is reviewed and updated as needed to ensure it remains current and relevant. • Update Process: Any proposed updates are processed through the same approval steps, ensuring continued alignment with organizational goals and brand integrity.
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MARKETING PROJECT REQUESTS The following information covers key aspects of a project request, including details about the scope, objectives, and approval process. This information, in its entirety, is required to be provided when sbumitting a project request.
Sample Project Request Form
Date of Request: Request From: Name and Department Contact Person: Project Title: Project Description: Overview: Briefly describe the project and the outcome it is expected to achieve. Objective: Briefly describe what the primary goal of the project is. Examples: Increase awareness, drive engagement, generate leads, promote services, etc. Target Audience: Define the target audience the project is being produced for. Be as specific as possible about demographics, interests, or any relevant details. Materials: Deliverables: What materials or content will be needed to be produced? Examples: Brochures, flyers, social media posts, website updates, videos, etc. Content Required: Does new content need to be created, or will existing content be used? Include details about copywriting, images, videos, etc.
Design Specs: Are there specific design elements, branding guidelines, or templates that need to be followed? Relevant Links/References: Are there any examples, previous work, or references that should be considered? If so, please provide the appropriate information, samples and/or links Budget: Is there a budget allocated for this project? Include details if applicable. Deadline: When does the project need to be completed? Include any key milestones or phased deadlines. NOTE : Many projects, especially direct mail, require a minimum of four weeks lead time. Approval By: Who needs to approve the project before it moves forward? List any stakeholders who will be involved. Notes/Requests: Describe any other details or considerations
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BRAND COMPLIANCE The enforcement policies below are designed to ensure adherence to branding standards, maintain consistency, and protect the integrity of our brand across all communications and materials. Responsibility
• Marketing and Communications Team: Responsible for overseeing the implementation and adherence to branding guidelines. They will provide training, support, and resources to ensure compliance. • Department Heads and Managers: Ensure that all department communications and materials align with the branding guide and are reviewed before publication. • Employees and Partners: Adhere to the branding guidelines in all communications and materials related to Lutheran SeniorLife. Compliance Monitoring • Regular Audits: Conduct periodic audits of marketing materials, internal communications, and external publications to ensure compliance with branding guidelines. • Feedback Mechanism: Establish a process for employees and partners to report discrepancies or concerns related to branding compliance. Review and Approval Process • Pre-Publication Review: All external communications, marketing materials, and public-facing content must be reviewed and approved by the Marketing and Communications team prior to publication. • Approval Workflow: Implement a clear approval workflow involving key stakeholders to ensure all content aligns with the branding guidelines.
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Section Three COMMUNICATIONS GUIDELINES The Lutheran SeniorLife Communications Guide is designed to provide a comprehensive framework for managing our interactions with the community, media, and during times of crisis. This guide outlines best practices and strategic approaches for Community Relations, Media Relations, and Crisis Communications to ensure that our messaging is consistent, transparent, and aligned with our mission. By adhering to these guidelines, we aim to build strong, positive relationships with our community, effectively engage with the media, and navigate any challenges with clarity and confidence, reinforcing our commitment to excellence and integrity in all communications.
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COMMUNITY RELATIONS
Key Points to Manage Community Relations • Engagement and Outreach: Actively engage with community members through regular events, meetings, and open forums to understand their needs and concerns, and to demonstrate the organization’s commitment to the community. • Partnerships and Collaborations: Develop and maintain partnerships with local organizations, businesses, and government entities to support community initiatives, share resources, and enhance the overall impact of community programs. • Transparent Communication: Maintain open and honest communication channels with community members, providing regular updates on organizational activities, developments, and any changes that may affect the community. • Community Support Programs: Implement programs and initiatives that address local needs and contribute to the community’s well-being, such as volunteer opportunities, educational workshops, and health and wellness programs. • Feedback and Responsiveness: Establish mechanisms for receiving and responding to community feedback, ensuring that concerns are addressed promptly and that the organization continuously improves its community relations efforts based on input from community members. In conclusion, the Lutheran SeniorLife Marketing and Communications Guide is crucial for maintaining a consistent and unified brand identity across all platforms and interactions. As a result, it ensures effective branding, and consistent communications, and trust, among residents, family members, staff, and the broader community. By adhering to these standards, we aim to enhance brand recognition, foster trust and credibility with our stakeholders, and effectively communicate the values and mission of Lutheran SeniorLife. Lutheran SeniorLife is dedicated to serving our local community through a wide range of health-related services and living options for older adults, enhancing the quality of life for all community members. Community relations provides an opportunity to strategically build relationships between Lutheran SeniorLife and the local communities we serve. The goal is to build and maintain positive interactions, support mutual interests, and foster goodwill to enhance the organization’s reputation and influence within the community.
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Example: Talking points on how to deal with residents’ complaints When addressing a resident complaint at any Lutheran SeniorLife community, it’s crucial to handle the situation with empathy, transparency, and a commitment to resolving the issue. Here are some talking points to guide the conversation: Acknowledgment and Understanding • Express Empathy: “We understand how concerning this issue must be for you, and we’re truly sorry for any distress this has caused.” • Listen Actively: “We want to fully understand your experience. Could you please share more details about what happened?” Commitment to Resolution • Assure Action: “Your feedback is important to us, and we are committed to addressing this issue promptly.” • Outline Next Steps: “We will investigate the matter immediately and ensure that the appropriate steps are taken to resolve it.” Transparency and Communication • Keep Them Informed: “We will keep you informed throughout the process and provide updates on the actions we are taking.” • Open Door Policy: “Please know that we are always here to discuss any concerns you may have. Your satisfaction and well-being are our top priorities.” Reinforcing Trust • Highlight Dedication to Quality: “At St. John Community, we are dedicated to providing the highest level of care and service. We take every complaint seriously as an opportunity to improve.” • Reiterate the Mission: “Our mission is to offer an Abundant Life® to all our residents, and we will do everything in our power to ensure that your experience aligns with that promise.” Follow-Up and Feedback • Commit to Follow-Up: “Once we have addressed the issue, we will follow up with you to ensure that you are satisfied with the resolution.” • Invite Continued Feedback: “We value your feedback and encourage you to let us know if there are any other areas where we can improve.” These points should help convey a compassionate, responsive, and proactive approach to addressing resident complaints within any Lutheran SeniorLife community. Utilizing key points to manage community relations are important for brand consisitency. For example, when addressing resident complaints at Lutheran SeniorLife, it’s essential to adhere to our branding guidelines that emphasize compassion, integrity, and excellence. Every concern should be met with empathy, active listening, and a commitment to resolving issues swiftly and effectively. By maintaining open communication and treating each resident with dignity and respect, we not only uphold the trust they place in us but also reinforce our dedication to providing a caring and supportive environment. Our approach to handling complaints reflects the core values of Lutheran SeniorLife, ensuring that each resident feels valued and heard. Below are examples of talking points one might use to respond to a resident’s complaint, according to the Lutheran SeniorLife branding guidelines.
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MEDIA RELATIONS This Media Relations Guide aims to provide clear guidelines for interacting with the media to ensure consistent, accurate, and positive representation of Lutheran SeniorLife. Our goal is to foster strong relationships with the media, manage our public image effectively, and communicate our mission and values to a broad audience.
Key Principles • Consistency: Ensure all communications align with our brand values and messaging. • Transparency: Provide clear, accurate, and timely information. • Responsiveness: Respond promptly to media inquiries to maintain positive relationships. • Confidentiality: Protect the privacy and confidentiality of residents, staff, and proprietary information. Media Spokespersons Primary Spokesperson: Executive Director, CEO Backup Spokespersons: Director of System Marketing Only designated spokespeople are authorized to speak on behalf of Lutheran SeniorLife. Direct all media inquiries to the Director of Systems Marketing, 724-742-2249.
Media Inquiry Process • Receive Inquiry: Note the journalist’s name, contact information, media outlet, and deadline. • Contact: Notify the Executive Director and Corporate Marketing at corporate office at Scharberry Lane. • Acknowledge: Respond to the inquiry promptly, acknowledging receipt and providing an estimated response time. • Prepare: Coordinate with relevant internal stakeholders to gather accurate information. Draft a response aligned with our key messages. • Review: Have the response reviewed and approved by the designated spokesperson. • Respond: Deliver the response within the agreed timeframe, ensuring clarity and professionalism. • Follow-Up: Monitor the media coverage and correct any inaccuracies promptly. Key Messages • Mission and Values: Highlight our commitment to providing exceptional senior care and services. • Services and Programs: Provide information about our comprehensive range of services and programs designed to enhance the quality of life for seniors. • Community Impact : Emphasize our role in the community and the positive impact of our work. • Innovation and Quality: Showcase our dedication to innovation, quality care, and continuous improvement.
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