Here for How You Live

Now that we took a look at what went into our decision to do a brand refresh and what brand strategy is all about, we move into our brand positioning - here for how you live.

This is the center of that new brand strategy. It is an idea to capture what we want to stand for in the hearts and minds of our audience - no matter if they are internal or external.

When we stepped back and looked at everything we heard–from employees, from members, from community leaders–one truth stood out:

YVEA’s role in this valley is bigger than delivering electricity.

We are a steady presence in people’s lives.

And that presence matters most because of how diverse this region really is.

There isn’t one way of life here.
There isn’t one set of priorities.
There isn’t one belief about energy and progress.

As a member-owned co-op, our responsibility isn’t to push one vision.

It’s to serve all of them–respectfully, responsibly, and reliably.

That’s what this strategy captures.

‘Here’ speaks to our presence.

Our history.
Our accountability.
Our promise to show up, day after day, year after year, through change and transition.

‘For how you live’ speaks to humility.
It says we listen first.
We adapt.
We make energy work for real life, not the other way around.

While this line is purely internal, it expresses something powerful that we can extend outward:

We are steady enough to be trusted.
Flexible enough to serve differences.

And rooted enough to understand this place and its diverse needs.

In our next blog, “Our Brand Statement,” we’ll look at how this brand positioning led to our brand statement.