ACNL Brand Guidelines

Mission, Vision, Values

ACNL's mission, vision, and values are the foundation of everything we do, and that includes our branding guidelines. Please visit our about page to learn more.

Brand Voice

Two of our core values are Diversity and Inclusivity, and this is reflected in our brand voice.

Our audience is diverse. Our members serve in many different areas of care; they are at many different stages of their careers; they come from different ethnic, racial, and generational backgrounds; they represent different genders and sexualities.

Beyond our membership, ACNL is a public-facing organization. Our audiences often include other members of the healthcare industry, patients, legislators, and members of the general public.

With this in mind, we strive to be inclusive with our brand voice. Word choice should be simple and easy to understand for all audiences. Members of the public may not know certain jargon terms or acronyms that are common in healthcare settings, and even our nursing audiences may use these terms differently depending on the setting. It is important to use colloquial language in our communications and to spell out acronyms on their first usage.

Our other two core values are Integrity and Innovation. We are a professional association, and our members are in leadership positions, so we must act and speak with integrity, maintain a respectful tone, and uphold the trust placed in the nursing profession.

But we also have fun at ACNL! Following our core value of Innovation means finding new ways to reach new audiences, exploring new channels for communication, and being open to new ideas. This has led us to growing our audience through more casual formats like Instagram and podcasting.