Post on 12-Jan-2016
transcript
Bringing a New Brand to Life
February 23, 2015
Our Brand Personality was more like that of a PC than a Mac.
"Hi, I'm a PC.I'm boring, formal, cold, old, and slow."
"Hi, I'm a Mac.I'm friendly, reliable, fast, intuitive, easy-to-use, inspiring and looking for fun."
The Result?
A clear consistent identity…
Building Blocks for a Brand Strategy
Brand Promise
Brand Essence
Brand Personality
Brand Voice
Customer Service Standards
Brand New Tag Line
Wherever you’re going in the day – or in life – RTS will help you
Bringing the brand to life
Integrated communications effort – starting internally and building to an external launch through a soft internal launch• It's EZ
External efforts included radio, TV, outdoor, print, bus shelters, social media and more• Enjoy the Ride – College Age
Conversion of current customer facing materials• Buses, Uniforms, Schedules, System Maps, Passes, Website, Email
Conversion of Company Materials• Business Cards, Letterhead, Intranet, Email Signature, Poster
Templates
Branding Guidelines
Press Event
Old Website – rgrta.com
Website Overhaul – myRTS.com
Customer Information Materials
Key Takeaways
Conduct creative focus groups to vet out logo and creative concepts.
Be very detailed and learn to prioritize initiatives.
Ensure internal employees provide feedback and are excited about the new brand promise.
What’s Next?
Continuing to bring the brand to life through customer education and promotional campaigns
Assess Brand Awareness and Perception