Calgary Regional Partnership Brand
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Transcript of Calgary Regional Partnership Brand
“Your brand is the sum of theconversations about you.”
Radian6
“A brand is the emotional and psychologicalrelationship you have with your customers.”
Jay Ehret, Marketing Blog
“A brand is a person’s gut feeling abouta product, service, or company.”
Marty Neumeier – The Brand Gap
Your Brand is your Cornerstone
Jey Ehret from the Marketing Blog tells it like this:
“The first stone set in the construction of a solid structure is
the cornerstone. It is the most important piece of any ma-
sonry structure because all other stones will be
set in reference to this stone. Your brand will be the
blueprint of your customer experience design,
it will flavor all conversation about you, and
it will align your advertising & promotional
activity. Your brand determines the position
and strength of your entire marketing framework.”
Your brand must be the truth and it must be about you
Your Brand is made up of the thoughts, feel-
ings, and relationships that your customers
have with you.
Your Brand is who you are to your audience.
If you clearly brand your business, you have
an understanding of what you are about.
You have a self awareness that dictates your
actions – where decisions are made in align-
ment with the brand. Over time you build a
stronger business identity.”
A Logo is not a Brand
We refer to something with a logo as
“branded”, even though logos themselves
are not brands.
Logos are merely representations of brands.
They are the entry point and the shortcut to
the brand for your mind.
If your organization were a person, your logo
is the recognized face, and the brand is the
person we know – who you appear to be.
repre
y poin
r mind.
ations of brands.
d the shortcut to
CRP Brand
Developing the brand for CRP is already underway,
through a framework of visual materials, evolving
into a visual identity. Typically a logo is a part of
the process, but in this case a look and a feeling
is still taking shape through the CMP, interactive
multimedia, video and other components. CRP
staff and representatives are engaged and also repre-
senting the brand.
This is the brand – what the audience experiences
and how they think about CRP.
The CRP logo will provide the identifying signature
that connects all of it together.
CRP Logo
To create a logo for the CRP brand,
we step back and observe from
thirty thousand feet. What do we see?
How can we distill it down into something simple,
a logo that represents an organization as complex
as CRP. We know that we can’t tell the whole story,
just a part of it.
So what is the important part of the story? Is it some-
thing physical or metaphorical? Is it an idea
or a personality like we saw in the other
company logos?
COCHRANE
TURNER VALLEY
BLACK DIAMOND
CALGARY
AIRDRIE
REDWOOD MEADOWS
STRATHMORECHESTERMERE
HIGH RIVER
OKOTOKS
CANMORE
BANFF
IRRICANA
NANTON
V
C
MOM
ER
YC
A
One place to look is the CMP, because it is the backbone
to the CRP where we have the five key principles:
1: Protecting the natural environment and watershed
2: Fostering our economic vitality
3: Accommodating growth in more compact
settlement patterns
5: Supported through a regional governance approach
What do we take from this? Some key words come to mind:
Sustainability Partnership Integration Planning Support Vision
Now let’s take a look at the retreat last winter,
and the General Assembly this summer, where
you learned a lot about the CRP membership
and about yourselves – with stronger self
awareness and an understanding of who you
are in the eyes of our audience. The activities
of the past year spawned conversation
with us and about us.
Back to the quote from Radian6:
“Your brand is the sum of the
coversations about you.”
What is the sum the conversations about CRP?
Innovation
SustainabilityWater
Partnershipainability
OpportunityW t Future
y
Purposeterartners
Futu
VisionInnovationno
ii
Region
Family
StewardshipInnovation
Infrastructure Sustainability
Harmony
Development
Water
Land
Planning
Together
Partnershipinter-connected
Collaboration
Accomplishment
Opportunity
Future
Dynamic
Purpose
Security
Vision
Understanding
Moving Forward Together Moving Forward Together
Moving Forward Together
Moving Forward Together
Moving Forward Together
Moving Forward Together
Exploring variations:
The design we are working with is two colours – blue and green.
Further study on the design will explore both waves in solid blue.
Options with and without fading areas outside of “the region”,
and whether the light blue fill should be incorporated or not.
A closer look at the elements in the design and what they mean.
How do they speak to the conversations we discussed earlier?
Together they represent land and water,
earth and sky – sustainability
The green represents growth, life,
land, and the environment
The blue represents water, strength
dynamic and confidence
FamilyTogether
Partnershipinter-connected
Collaboration
Sustainability
HarmonyWater
Land
Accomplishment
Opportunity
Future
Dynamic
Region
Innovation
Infrastructure
Development
Planning
Stewardship
Purpose
Security
Vision
Understanding
Thinking out-of-the-box
Responding to change
Working together for a sustainable Calgary Region