2019-20

CWEA.org SterlingBrands.com

DescriptionIn 2018 CWEA completed a new

strategic plan and we are ready to look at branding, messaging & positioning.

In October 2019, the Board selected Sterling from several possible firms to guide CWEA’s leaders through a

rebranding process.

GoalsIncrease the appeal of CWEA for new

members, volunteers and attract more attendees to our events. Prepare CWEA

for the next generation of water pros.

Deliverables

Flashback

Brand guidebookLogo, colors, messaging

and other toolsNew templates

New website design

The last time weupdated the brand was1985 when we changed

our name to CWEA.

CWEA BRAND PROJECT

What is branding? Great organizations are driven by clear and powerful

brand strategy, and brought to life with great storytelling. It starts with establishing a clear and ownable position.

The one thing CWEA is famous for.

What is a brand? A brand is the feelings, thoughts, perceptions and

attitudes people have about an organization. It’s the sum of everything they see, hear, feel, experience about you.

What can this do for CWEA? As a CWEA leader you’ll receive an easy-reference brand guide so you’ll know how to promote CWEA.

There’s an opportunity for CWEA’s brand to work harder - attracting more members, certification holders

and conference attendees.

Who is Sterling? San Francisco based branding agency with many Fortune

500 brands and several non-profit groups, including the Nature Conservancy, the SF Ballet and these firms:

62

Oct Nov Dec Jan Feb Mar Apr May

Interviews + Survey Task Force session Board Meeting Exec Committee

Timeline

Phase 1 - Positioning

Phase 2 - Identity

Phase 3 - Guidelines