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Creating a Strong Brand Identity Tim O’Keefe Roaring Fork Conservancy Basalt, Colorado

Creating a Strong Brand Identity Tim O’Keefe Roaring Fork Conservancy Basalt, Colorado.

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Creating a Strong Brand Identity Tim O’Keefe Roaring Fork Conservancy Basalt, Colorado

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  1. Creating a Strong Brand Identity Tim O’Keefe Roaring Fork Conservancy Basalt, Colorado

  2. “Strong brands evolve out of a clear, communicable mission, effectively expressed through every activity of the organization: the products it sells [or service it provides], the way it treats customers and employees, or the identity it creates for itself.” – Eric Erickson, VP, Creative Director, Target Roaring Fork Conservancy

  3. A Few Thoughts on Branding A brand: • Communicates core values (vs. a collection of services or programs) • Is an emotional bridge between the organization and its audiences • Is a promise • Is defined by audiences’ expectations and perceptions Roaring Fork Conservancy

  4. Interpretation Interpretation is a communication process that forges emotional and intellectual connections between the interests of the audience and the meanings inherent in the resource. Roaring Fork Conservancy

  5. Roaring Fork Conservancy “To inspire people to explore, value and protect the Roaring Fork Watershed.” Roaring Fork Conservancy

  6. Denver Roaring Fork Watershed • Grand Junction • Colorado Springs Colorado Roaring Fork Conservancy

  7. Roaring Fork Conservancy

  8. Our Issues • Confusion on who we are/what we do • Inconsistency in look • Poor messaging to key audiences • Confusion with competitors • Logo too complex to duplicate Roaring Fork Conservancy

  9. Logo De-evolution 1996 1997 1998 1999 2001 2002 2003 2004 2005 2006 Roaring Fork Conservancy

  10. Branding Objectives As a result of the changes in our brand strategy, our audiences will: • Understand us better • Stronger/better recognition • See us as household name/brand locally • See that we defined ourselves well • See consistency • Know why they support us • Know key messages relate to them • Know that we are the watershed conservation organization for the valley Roaring Fork Conservancy

  11. Audiences Organization Mission Define/Discovery Core Values Perceptions Confusers &Competition Services Provided/ Issues Addressed What do we “own”? Needs/Concerns Means/Meat Physical Needs Services Provided Key messages Issues Addressed Emotional Needs BRAND GOAL Brand Zealots Brand Stewards Execution Organization = x Roaring Fork Conservancy

  12. Branding Team Brand Leader:Rick Lofaro (Executive Director) Brand Steward:Tim O’Keefe (Education Director) Board Representatives:Ramsey Kropf & Jim Light Writer:Diane Schwener (Board President) Graphic Designer:Schwener Design Group Roaring Fork Conservancy

  13. Core Values, Themes, Beliefs Scientific Approachable Passionate Promote watershed awareness Everyone is part of their watershed Inspired & inspiring Connecting people to the watershed Roaring Fork Conservancy

  14. “Confusers/Competitors” Aspen Center for Environmental Studies Aspen Valley Land Trust The Nature Conservancy The Forest Conservancy Basalt Water Conservancy District Southeastern Colorado Water Conservancy Dist. Colorado Water River Conservation District Roaring Fork Outdoor Volunteers Trout Unlimited Roaring Fork Conservancy

  15. Audiences • River Enthusiasts • Internal Stakeholders • Funders • Partners • Citizen Groups/Outreach Audiences • Decision-Makers • All water users Roaring Fork Conservancy

  16. Audiences Organization Mission Define/Discovery Core Values Perceptions Confusers &Competition Services Provided/ Issues Addressed What do we “own”? Needs/Concerns Means/Meat Physical Needs Services Provided Key messages Issues Addressed Emotional Needs BRAND GOAL Brand Zealots Brand Stewards Execution Organization = x Roaring Fork Conservancy

  17. Most Important Audience Needs • Enough clean water in streams • Awareness and education  informed action • River corridor protection • A legacy of healthy rivers and watershed (for tomorrow) • Sense of place/connection/belonging • To make a difference (here and now) • Safe, abundant drinking water (emotional need) Roaring Fork Conservancy

  18. RFC Brand Soul Emotional relationship between RFC and its audiences: • I am a part of something bigger than myself • Sense of community/belonging to group who cares about rivers • Legacy & doing right • Passing on values • Concern over lack of water • Abundant, clean water is good for my business and economy • Interdependence: we need rivers and rivers need us Roaring Fork Conservancy

  19. Brand Goal • RFC = Bringing people together to protect the watershed • RFC = People-centric • RFC = Science-based, proactive watershed conservation • RFC = Inspired and inspiring • RFC = Approachable, realistic, reasonable Roaring Fork Conservancy

  20. Audiences Organization Mission Define/Discovery Core Values Perceptions Confusers &Competition Services Provided/ Issues Addressed What do we “own”? Needs/Concerns Means/Meat Physical Needs Services Provided Key messages Issues Addressed Emotional Needs BRAND GOAL Brand Zealots Brand Stewards Execution Organization = x Roaring Fork Conservancy

  21. Positioning Statement Sums up what organization is about: Roaring Fork Conservancy is the watershed conservation organization bringing people together to protect the Roaring Fork Watershed. Roaring Fork Conservancy

  22. Keeping water in our rivers About 65% of the water in the Roaring Fork River above Aspen never reaches Aspen but heads east through transbasin diversions. Keeping our rivers healthy Sediment is the number on source of water pollution in Colorado. Keeping our riparian habitat intact Over 80% of wildlife in Colorado depend on riparian areas while less than 3% of the land Colorado is riparian. We’re about the issues Roaring Fork Conservancy

  23. Brand Essence Roaring Fork Conservancy Bringing people together to protect our rivers Roaring Fork Conservancy

  24. Logo Roaring Fork Conservancy

  25. Brand Audit Print MediaAnnual appeal Letterhead/envelopesMailing labels Logo stickers Newsletter Business cards Brochures Reports, publications Electronic MediaWebsite Email signature Front door Banners Name tags Staff uniforms Interpretive signage Promotional poster Roaring Fork Conservancy

  26. Putting Messages to Work Develop communication strategies for moving key audiences: • River Enthusiasts • Internal Stakeholders • Funders • Partners • Citizen Groups/Outreach Audiences • Decision-Makers • All water users

  27. Tim O’Keefe Roaring Fork Conservancy Basalt, Colorado (970) 927-1290 tim@roaringfork.org www.roaringfork.org/branding Diane Schwener Schwener Design Group Basalt, Colorado (970) 927-3338 diane@schwener.com www.schwener.com Contact Info ? Roaring Fork Conservancy

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