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