Branding Guidelines

BRANDING GUIDELINES

Every company has an image. ACC has shaped its reputation and image, in part, by building and protecting its identity. Our members as well as our non-member's perceptions of ACC are the sum of impressions, both visual and verbal, that they receive every day via print and electronic communications, as well as from your chapter's unique face-to face programs and networking opportunities for in-house counsel. Your programs and communications with your members continue to be key to this brand image. They essentially represent ACC's products, services, and ultimately, its values.

One of the ways that your chapter should help reinforce the ACC brand is with the consistent and proper use of your chapter logo. Chapters must include your logo in all communication materials (newsletters, emails, mailings) in order to maintain a consistent graphic identity and to maintain the national/local identification.

Also, to help protect use of this image, ACC counsel crafted a chapter license agreement that all chapters must sign upon incorporation.

Brand Identity 

When considering any requests, we encourage you to use the following checklist:

1. Is the cosponsoring organization a competing organization for the local chapter or ACC? This can be both association and for profit (e.g. Publishers, vendors, firms)

2. How does this program provide value to your members that you, through your chapter activities, cannot provide?

3. Does this program conflict with your regularly scheduled events?

4. Audience: Will you gain or have an audience with potential ACC members at the event? Does the sponsor expect you to attract all the attendees? How is the organization marketing the program?

5. How prominent will your ACC logo stand out on the materials? Will there be descriptions of the ACC chapter in the promotional brochure and handouts?

6. If you will have a unique in-house audience, then will you receive those names to send thank yous or membership information after the event?

7. Is the organization getting all of the benefit, while the chapter simply delivers the participants? For example, are you assisting in developing the program content? Will you have in-house speakers on the panel?

8. Will you be provided with program materials for your chapter web page or the ACC Online Library?

9. Will you have a chance to speak on behalf of the chapter at the event?

As the association grows, more organizations will be vying for your member's attention. I encourage you to limit this involvement so that your chapter programs and ACC programs continue to receive recognition as the premier organization for in-house programming organization.

If you have questions about any of these issues, please contact chapters@acc.com.