Messaging
Our messaging is how AHG talks about itself—with the same voice whether it's a Troop Board newsletter, a national press release, or an AHGfamily announcement. It keeps every communicator, from Finance Team to Curriculum Development writers, saying the same true things about who we are.
Our foundational language
Every girl and adult member learns and lives out these core statements. They should also anchor how we write about AHG externally—when referenced specifically, never edit them in any way.
Mission
Building women of integrity through service to God, family, community, and country.
Vision
American Heritage Girls is the premier national character development organization for young women that embraces Christian values and encourages family involvement.
Oath
I promise to love God, cherish my family, honor my country, and serve in my community.
Creed
As an American Heritage Girl, I promise to be compassionate, helpful, honest, loyal, perseverant, pure, resourceful, respectful, responsible, and reverent.
How to describe American Heritage Girls
AHG embodies a traditional scout-type structure (badges, uniforms, outdoor adventure, etc.) but that structure serves a ministry purpose, not the other way around. When we talk about the AHG experience externally, it should be clear which one is the vehicle and which one is the point: the badges and outings exist to build girls of faith and character, not the reverse. This one-sheet lays out that distinction so anyone writing or speaking on AHG's behalf can explain it consistently.
Internal AHG Staff use only. Not intended for circulation.
Kingdom-first language
Everything AHG does belongs to a mission bigger than ourselves. When we write or speak on AHG's behalf, we point to what God is doing through this ministry first—not to what AHG itself has built, achieved, or accomplished. AHG is the vehicle; He gets the glory.
A quick gut-check before publishing: if you removed the American Heritage Girls name from the sentence, would it still be obviously true that God is the one doing the work? If a sentence only makes sense with "AHG" as the subject accomplishing something, try rewriting it with God, faith, or the girls themselves as the subject instead.
Grammarly
Grammarly Basic is free for everyone! But every department generating content should have at least one verified Pro user with access to the AHG Style Guides built into it—that's what turns Grammarly from a spell-checker into a real-time brand editor for each department.
With the Style Guides active, Grammarly flags the right way to refer to AHG projects, initiatives, and ideas as you type, consistent across every channel and every team.
Fewer review cycles
Catching brand terminology/capitalization issues before submission means less back-and-forth later.
Fewer inconsistencies
The same project or term gets referred to the same way, every time, everywhere.
Confident brand protection
Brand words/style guide enforced in real time, not left to the review cycle.
The goal is to reduce how much every piece has to depend on the MarCom review process—giving teams the tools to replicate AHG's words and tone consistently, on their own. Think of Grammarly as your department's own MarCom brand editor.
Don't have Grammarly? Download for free or connect with your Director about gaining access (Grammarly is budgeted by team member and managed by the I.T. Department).
Need the exact wording?
This page covers the foundational language and principles behind AHG messaging. For specific approved terminology, phrasing dos and don'ts, and updates as they happen, check the Brand Board on Asana (it's kept current as language questions come up.)