National Federation of the Blind logo and tagline live the life you want

Key Messages

nfb.org/brandstandards
Updated January 2024

Our Messages Bring Our Brand to Life

Key messages should be a part of a library of talking and writing points you use in communicating with our target audiences. Think of our messages as the cornerstone of our written and verbal communications for years to come. Consistent, repetitive use of our key messages will greatly contribute to the ability of staff, board members, members, and other supporters to communicate effectively on behalf of the National Federation of the Blind.

Our Audiences

The following list is meant to remind us internally of the core audiences the National Federation of the Blind must engage in order to accomplish our goals. For descriptions of each of these target audiences, please refer to the National Federation of the Blind Brand Brief.

BrandEquation™ for the National Federation of the Blind

Brand Positioning

The National Federation of the Blind is the only organization directed by blind people that believes in our full capacity and has the power, diversity, determination, and love to transform our dreams into reality.

Brand Values

Brand Personality

Brand Experience

I feel hopeful and motivated because of the love and encouragement within the National Federation of the Blind to grow and achieve my dreams while also contributing to advance our collective aspiration for all blind people to be valued and respected in society.

The Minute Message Model

In our noisy, sound-bite culture, you need a way to state our case quickly and memorably. Mission Minded designed our messaging framework—the Minute Message Model—to help you do just that. Here’s how it works:

1. The Belief Message (formerly known as the one-minute message)

Define who we are and what we believe.

Whenever you’re introducing our organization, start with our Belief Message. It provides high-level information about our organization, providing a sense of our aspirations and insight into why you are needed. It uses action verbs to illustrate what you do day to day and hints at how that helps to change lives.

There is only one belief message, and everyone—staff, board, members—should memorize and be able to recount it. Doing so will ensure that you’re all building the same brand.

2. Problem Messages (formerly two-minute messages)

Now that our audience is intrigued and knows the basics about our organization, you have an opportunity to elaborate.

You only have one Belief Message, but you have several Problem Messages. Use the one that feels most relevant to our audience. Problem Messages explain why the National Federation of the Blind exists. They illustrate the challenges in society and the lives of blind individuals that give rise to the need for our unique approach, or they point to an opportunity that you can uniquely seize. When you clearly articulate the problem, you set our organization up as the expert in solving it. Powerful Problem Messages help you build an emotional connection with our audience, encouraging them to help you confront this problem.

3. Impact Messages (formerly five-minute messages)

If you start with an effective Belief Message and a powerful Problem Message, chances are our audience will want to hear more. Now’s our chance to show the impact of the National Federation of the Blind. This is best done with the story of an individual rather than facts, figures, or charts.

Impact messages are anecdotes that illustrate, in a very human way, what happens in the life of this individual and those around them when they engage with the National Federation of the Blind. Most importantly, conclude the story by pointing out how the outcome you just described would only have happened with the National Federation of the Blind. 

4. Detail Messages (formerly ten-minute messages)

Once you’ve communicated what you believe, a big, societal problem you exist to solve, and how you make an impact, only then is it time to talk about our programs.

Detail Messages describe the nuts and bolts of how you do our work, linking a feature of our work with the benefit it provides. If you tailor each Detail Message to our immediate audience, then you’ll be in a stronger position to establish why they should engage with the National Federation of the Blind, whether that means enrolling in one of our programs, volunteering, donating, spreading the word, or some other specific action.

The Belief Message

Defining Statement

The National Federation of the Blind advances the lives of its members and all blind people in the United States.

Belief Message

We know that blindness is not the characteristic that defines you or our future. Every day we raise the expectations of blind people, because low expectations create obstacles between blind people and our dreams. Our collective power, determination, and diversity achieve the aspirations of all blind people.

Problem Messages

  1. Start with the Belief Message
  2. Next, add one of the following problem messages

There are several problems that the National Federation of the Blind addresses. These problem messages are meant to answer the question: “Why is the National Federation of the Blind needed? Because…”

Society doesn’t believe in blind people

Audience Member: All
Despite the great strides made, society still doesn't completely believe in the full capacity of blind individuals. Blind people are often tolerated, but not included, and are told what we can and can't do because society expects less of us.

The National Federation of the Blind firmly believes in the power and determination of blind people to define what being blind means for us and our lives.

A unified voice creates progress

Audience Member: Committed Carmen, Indifferent Indy, Accomplished Ash, The Innovators
It is common for blind people to be spoken for instead of being listened to. Our voice is often overlooked or ignored by those who believe they know what is best for us. It's crucial to get the perspective of blind people, individually and collectively, when addressing the challenges we face. We can and will speak for ourselves, and our input must be valued.

The National Federation of the Blind is a community of blind people led by our chosen representatives. We have the expertise, history, and determination to empower blind people to feel valued and respected. We are the authentic voice in blindness.

Blindness does not equal isolation

Audience Member: Committed Carmen, Indifferent Indy
Many blind people feel isolated or alienated in society, especially if they are the only blind person in their family or community. Even with the support of friends or family, with no blind community or blind role models, life can be lonely. While others may be empathetic, there are struggles and experiences that only another blind person can understand. Finding a community of blind people who accept, motivate, and encourage you makes all the difference in someone’s life, and greatly differs from a support group.

Our community is self-directed, so you control what you want to get out of it and what works best for you—the community is by you and for you.

Blind people need more than just skills

Audience Member: Committed Carmen, Indifferent Indy, The Difference-makers
There are many organizations dedicated to assisting blind people in developing skills needed to navigate and adapt to the world around them. Although these skills are crucial, they only represent one aspect of a blind person's life. It is also necessary to cultivate confidence and change one's perspective in the face of negative and low societal expectations.

The National Federation of the Blind is transforming how blind people perceive themselves and what they can accomplish. Our comprehensive approach imparts skills, inspires, and adapts to our community's needs. We recognize that you face unique challenges, and we are committed to empowering you to reach and achieve your dreams.

Technology and accessibility need our input

Audience Member: The Innovators, Accomplished Ash
Technology is constantly evolving and changing—mostly for the better. However, it can’t be the promised great equalizer of society if it is not accessible. Many companies do not prioritize accessibility and those who do don’t always seek expert guidance. Commonly, solutions are applied to us without our input or consideration. But who knows what blind people need better than we do?

We have the power to create and collaborate on solutions using our everyday lived experiences. When we’re included in development, technology is better for us and the companies who stand to profit.

Impact Messages

  1. Start with the Belief Message
  2. Next, share a Problem Message
  3. Then, share an anecdote (Impact Message)

A good Impact Message tells a story, demonstrates the impact of the National Federation of the Blind experience, and illustrates our positioning: the only organization directed by blind people that believes in our full capacity and has the power, diversity, determination, and love to transform our dreams into reality.

  1. Set up: Introduce the character(s) defined by strengths and aspirations
  2. A pivotal event that sets the story into motion
  3. A hurdle or two
  4. A resolution and wrap that demonstrates our positioning, without making the NFB the star of the show

The following page provides example wraps that tie back to our positioning. We can use these story "wraps" as a litmus test. If we can imagine ending a story like this, it's a message worth sharing.

Impact Message Wrap Example

For a story demonstrating the power of our community (Committed Carmen, Indifferent Indy, The Difference-makers)

When you’re involved in this movement of people who understand our challenges and encourages you to push beyond our expectations, you can achieve anything you set our mind to.

For a story demonstrating our expertise (The Innovators, Accomplished Ash)

When you work with the National Federation of the Blind, you get the most authentic voice in blindness. Our power, diversity, and determination transform society and advance the lives of blind people.

Detail Messages

  1. Start with our Belief Message
  2. Share a Problem Message
  3. Tell an anecdote (Impact Message)
  4. Expand on the specifics of our program via a Detail Message

(Note: You are in the best position to provide further specifics. The National Federation of the Blind may add to the following list for consistency and accuracy of messaging, making sure all link to clear benefits and reinforce elements of our BrandEquation. These messages are meant to model how to do so with any "detail.")

NFB-NEWSLINE®

Available for all ages, NFB-NEWSLINE® is more than news. We provide content not easily accessible anywhere else, including job postings, weather, and publications about blindness, and we make it available in a variety of accessible ways including touch-tone phones, smartphone apps, and online.

Free White Canes

Every blind person should have access to a white cane to move around freely and safely. We give free white canes allowing blind people to have freedom and independence.

Scholarship Program

Our scholarships are much more than the financial award that allows blind scholars to study without financial worry. Students also gain a community where they establish long-lasting relationships and expand their personal expectations for the life they can lead.

Training Centers

Our three centers equip students with the skills, positive attitude, and self-assurance to pursue their desired lifestyle, with a community of supporters who champion them to internalize an authentic life of blindness so they can tackle any challenge.

Washington Seminar

This annual gathering of blind people from across the United States allows us to impact laws and policies that address our needs, and help policymakers understand our experiences. We get to experience the reality that our voices do matter, individually and as the powerful community that we are.

Legal Advocacy

Our legal and advocacy work provides both resources blind people need to access their rights, and the legislative impact that improves the lives of all blind Americans.

Sound Bites

Sound bites are words and short phrases that staff, board, and members can utilize when talking about why the National Federation of the Blind is needed, and what happens as a result of our unique approach.

  1. The authentic voice in blindness
  2. A community of blind people as diverse as America
  3. Live the life you want
  4. Blindness does not define what you can achieve
  5. Being blind is just one facet of who I am

Appendix

Examples of website copy for programs and services

NFB-NEWSLINE®

When blind people have access to news, publications, and other content, they feel more confident and informed about the world around them. Access to content through media like touch-tone phones, smartphone apps, and online allows blind people to learn, search, and stay up to date on the things that matter most to them in a way that best suits their personal needs. The National Federation of the Blind developed and maintains NFB-NEWSLINE® to provide content not easily accessible anywhere else, including job postings, weather, and publications about blindness. Available for all ages, it's more than news.

Free White Canes

White canes provide a sense of independence to blind individuals, allowing us to travel safely and freely. However, not everyone can afford them, and their proper use requires training. To address this issue, the National Federation of the Blind has launched a free white cane program. Every blind person should have access to a white cane, and our program is designed to cater to their needs based on real-life experiences of blind travelers.

Scholarship Program

All blind students deserve quality education, regardless of their ability to pay. When blind scholars don't have to worry about their finances, they can focus more on their learning and development. The National Federation of the Blind offers scholarships and awards that honor blind individuals, teachers, professionals, entrepreneurs, and organizations whose work benefits the blind community.

Our scholarships are much more than the financial award. Students gain a community where they are encouraged to establish long-lasting relationships and expand their expectations of themselves to achieve their aspirations.

Training Centers

When blind people have the skills and confidence to tackle whatever challenges they may face, they can live an independent and fulfilling life. Training centers help students internalize an authentic understanding of blindness rather than society’s version. These centers equip students with skills, positive attitudes, and self-assurance to pursue their desired lifestyle, with a community of supporters who understand and encourage them along the way.

Washington Seminar

It is critical that policymakers learn about the everyday challenges that blind people face, and that they hear our own stories about what we can achieve with their help. It is also important for blind people to have experiences demonstrating that our voices matter. The Washington Seminar is our annual gathering of blind people from across the United States, where we all visit our representatives in Congress. The impact of our stories has led to many critical pieces of legislation becoming law, such as the Pedestrian Safety Enhancement Act requiring hybrid and electric vehicles to make a safe level of sound.

Legal Advocacy

When blind people have access to legal resources, they can better advocate for themselves and blind people as a collective. Though blind people deserve equal rights and treatment just like sighted individuals, we know that there are systemic and individual hurdles that blind people face every day. Our legal and advocacy work is centered on providing resources and passing legislation in service to improve the lives of blind Americans.