Brand Assets for Inform USA Members
Brand Assets for Inform USA Members
It’s Time to Unify Our Voices
The work of community navigation is called many things, Information and Referral (I&R), resource navigation, clearinghouse services and so on. It’s time we unify our voices around a name we all know and understand well: Community Navigation
When we used shared language we elevate understanding
When we elevate understanding, we draw more support
It’s time this importunate work is recognized and understood
How to Get Started with the Community Navigation Brand Assets:
Core Message & Value Proposition
The core messages and value proposition are meant to help you identify the goal of your communication and the main talking points to achieve that goal.
Single most important takeaway for the end user:
"This is the best first step I can take to figure out what I need to do next" when faced with challenges such as housing, food, caregiving, medical assistance, disability help, or natural disaster.
The Community Navigation Sector stands as a human-first, trusted guide that connects people to resources with compassion and clarity.
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It is a vital navigation system that supports people through life's most challenging situations, powered by real human connection.
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It is a service accessible to all, relevant every day, not just for emergencies.
Community Navigation Sector Value Proposition (full text)
Every day, people face a wide range of challenges from everyday hassles to life-altering crises. While many organizations are there to help, the reality is that most people either don’t know these resources exist or have a hard time accessing them. And even when they are aware, navigating the maze of websites and agencies can be overwhelming.
The Community Navigation Sector stands as a human-first, trusted guide that connects people to resources with compassion and clarity. More than just a contact center, it is a vital navigation system that supports people through life’s most challenging situations. The professionals behind these services are not just information providers; they are empathetic listeners, resource navigators, and advocates who work tirelessly to make a meaningful difference in their communities.
Whether by phone, text, chat, or in person, Community Navigation is not only for those who are experiencing emergencies—it’s a service that’s accessible to all, relevant every day, and powered by real human connection.
Messaging Principles + Tone
Use the following to guide you as you create messaging and communications for or about the Community Navigation Sector.
Tone
- Empathetic, empowering, supportive, confident, and reassuring when speaking about the audience and services.
Language
- Use approachable, practical, helpful, and familiar language that can be easily understood by a 5-6th grade reading level and translated well. Avoid industry jargon.
Key Themes
- Human Connection: Emphasize the unique human element of the services, as AI cannot replace the compassion and empathy provided by professionals.
- Guidance and Navigation: Position the sector as a trusted guide, helping people find their way through life's twists and turns.
- Inclusivity: Highlight that services are for "everyone," addressing stigma and broadening perceived utility beyond just serious emergencies.
- Proactive vs. Reactive: Reposition the service as something proactive, preventative, and relevant for everyday life, not just for crises.
- Solutions and Pathways: Focus on connecting people to "hidden resources" with ease and clarity, taking away confusion and apprehension.
Quick Navigation
- Link to Advocacy & Media Kit (an easy to follow slide deck providing all language components, logos and directions)
- Link to Asset Guide (instructions for social media and slide shows, including assets)
- Link to Canva Brand Kit
- Link to Shared Drive with Assets
- Link to Community Navigation Video (includes closed caption and no voice-over versions)
- Return to Inform USA main website