NFI's Brand Promise: More than a Pinky Promise

As we move into another holiday season, you will undoubtedly purchase gifts for loved ones from well-known companies such as Apple, Toys R Us, Disney, and Microsoft.

While traveling to visit family you might stay in a hotel that is part of the Hilton, Marriott, or Choice chain of hotels.

Each of these companies focuses on delivering a specific experience, or promise, to its customers. The commitment to deliver this experience is called a “brand promise.” Disney’s brand promise is “Entertainment with Heart.” Hilton’s is “To ensure every Guest feels cared for, valued, and respected.” The brand promise guides employees’ behavior and is what you, the customer, can and should expect the company and its employees to deliver on a consistent basis. Which is much, MUCH more than a pinky promise.

NFI’s brand promise is “Supporting You. Supporting Fathers. Supporting Families.™” It is embodied in the slogan “Creating a world in which every child has a 24/7 Dad.℠” Our promise guides us in our interactions with customers, and our slogan is the outcome we want to achieve with our customers as partners in that endeavor.

Supporting You. We start with a commitment to supporting you, the organizations and individuals on the front line in the fight to reverse father absence in the lives of children. Because you do the really hard work in this fight, we promise to develop and provide the highest quality resources, training, and technical assistance to arm you in this fight. That’s why we’re the #1 trainer of organizations and fatherhood practitioners having trained nearly 12,000 practitioners from more than 5,500 organizations since 2002.

Supporting Fathers. NFI provides low, medium, and high-intensity resources for use with fathers from all walks of life and regardless of the circumstances in which they father. NFI has distributed more than 6.1 million fatherhood resources since our founding in 1994. One of our most important tactics in supporting fathers is to partner with organizations that engage fathers in every sector of society. Our partners include the national Y (YMCA), community-action agencies, Head Start and Early Head Start, schools, and non-profits of all sizes. We also work with every branch of the military and reach fathers through well-known businesses, such as Disney, Gillette, and Nissan.

Supporting Families. NFI understands that fathers father best when they have supportive families. That’s why we’re committed to developing resources for mothers that focus on improving the relationships they have with the fathers of their children. NFI’s Mom as Gateway™ FatherTopics™ workshop, for example, helps mothers understand the importance of father involvement and how they can reduce unnecessary gatekeeping behavior, thus increasing fathers’ access to their children.

Creating a world in which every child has a 24/7 Dad.℠ NFI exists to increase the proportion of children growing up with involved, responsible, committed fathers in their lives—a 24/7 Dad. We know you are no less committed to that outcome.

Please let us know how well we deliver on our brand promise. We’d love to hear from you!