renaming and building a brand... the new river valley experience
TRANSCRIPT
Renaming and Building a Brand…
The New River Valley Experience
Are you using one of these?
Are you using one of these?
Anyone try in-house?
Anyone try in-house?
Anyone try in-house?
Hire someone!
Hire someone!
Hire someone!
Hire someone!
How did we get there?
• Commitment from Board (SERDI Assessment)
• Name Change Recommendation
• ARC Peer Exchange with Land of Sky in Asheville
• Firm who knows our business (Allison Development Group)
• Excellent process
Brand Development Process
1. Strategic Marketing & Branding Boot Camp • Brand Audit & Market Research • Surveys
2. Branding and Design Work • Logo Options, tag lines
3. Comprehensive Communication Plan • Summary Brand Audit • Communications Strategy • Communications Tools
Brand Development Process
4. Brand Collateral • Business cards, letterhead, envelopes, note cards (Identity
Package) • Rack cards or brochures (community collateral) • Signage for office • E-mail newsletter template • E-mail signature • Annual Report Format • One-pager Annual Update Format
5. Website
Launching the Brand
Launching the Brand
Launching the Brand
Launching the Brand
Launching the Brand
Launching the Brand
Launching the Brand
Launching the Brand
Brand Collateral
Shopping Bags (Dinner attendees + Partners)
Stadium Cups (Dinner attendees + Partners)
Folios (Board + Local Gov’t Managers + Planners)
Water Bottles (Staff)
Clothing (staff)
Wine (Gifts)
Pop-up Banners (registration + front of room)
Table Covers (registration)
Using the Brand
• Font
• Newsletters
• Annual Report
• Annual Update
• Website
Annual Report
Annual Report
Website
Become brand for others to use in the region?
