The first stage of this work was to use the learnings and insight gained from internal employees and external members–we spoke to several community stakeholders and leaders across the region–in order to establish a clear brand strategy.
Let’s pause for a second on what we mean by ‘brand strategy.’
This isn’t marketing fluff.
A brand strategy is a shared direction for our internal team.
It helps answer:
•What do we stand for?
•How should we sound?
•What should members feel from interacting with us?
•What decisions align with who we are?
It becomes a filter for communication, community investment, leadership decisions, and even day-to-day interactions.
It gives us alignment as a co-op and member of the community we serve. There were three goals we wanted to achieve:
- A shared direction - Crystalizes what the brand stands for in a concise, consistent way that everyone can align with and act on.
- A filter for decisions - Helps evaluate which ideas, programs, and messaging reflect the brand’s purpose and strengthen its reputation.
- A consistent voice - Ensures that every interaction supports the brand’s mission and resonates with the people you serve.
Read on for our next blog that brings this strategy to life - “Our Brand Team.”