eye on business
Refreshed Brand Reflects Evolving Role
Kris Johnson, AWB President
AWB has a long, rich history. For more than a century, we have been the voice for employers, advocating on behalf businesses of all sizes from all industry sectors from every corner of the state to promote a healthy economy.
As we took stock of who we are and where our organization is going, we realized it was time to refresh our brand to reflect the larger role employers today are expected to take in solving the complex problems facing families across the state. So, in 2014, we enlisted members to begin a rebranding effort. It was the first comprehensive brand update since 1986, but I optimistically believed we could do everything at once— a brand audit, develop a new Strategic Plan, update our Mission and Vision statements, craft brand language and design a new logo. One year and done.
But, what we found as we focused on updating AWB’ s Strategic Plan is that it was, quite possibly, the most influential piece of our rebranding process, so we slowed the process down to get that right first.
Step by step, our members took that Strategic Plan and breathed it into life. This process took longer, but it yielded solid results.
It led to AWB’ s five pillars: Achieve, Connect, Employ, Compete and Place. And, it shaped the brand language— what we want people to see in our association and the actions we take to live the brand every day. In turn, this led to our brand promise to be a“ convener,” a“ collaborator” and the“ unifying voice and catalytic leader to bring economic prosperity to every part of the state.”
Bold words that we— and you, our members— followed up with action.
One of the first things we tackled was strengthening AWB’ s ties with local chambers of commerce. I knew there was room to grow in building bridges that invite our local counterparts to work alongside us on common goals, so we created the AWB— Local Chamber Grassroots Alliance in 2014.
We enlisted 24 members that fall and it has now grown to 72 chamber partners. And, it has been a tremendous success, beginning with passage of the 2015 transportation funding package. Chambers and their members, with our help, made their voices heard and were integral in our efforts.
The alliance has helped us find authentic voices to share about how policy decisions impact their business, connect with rural areas and help shape our Strategic Plan.
We also had work to do telling the employer story. To achieve our legislative and policy goals, we needed to share the positive story of employers and how they strengthen communities and improve lives. To do that, we launched AWB’ s most ambitious paid media campaign ever, the multiyear, multi-media Grow Here employer image campaign.
It featured employers and their employees talking about their company’ s environmental leadership and how employers like Tumwater-based Alaffia are improving the lives of families here and abroad.
Those are just a couple examples of how the words we use and the actions we take shape our brand.
So, while we launched the new branding this spring, in many respects, the brand is“ catching up” to who we are today and the work we have already been doing to create economic opportunity across Washington.
I hope you’ re as excited as we are about what’ s ahead.
10 association of washington business