BRAND EDUCATION

BRAND EDUCATION. Marketing and Communications.

[Audio] In 2022, RVA went through a rebrand as part of our strategic business plans. Rebranding is a process you undertake when you have either outgrown or pivoted in a way that your current brand and its infrastructure no longer fits. This process was a healthy realignment to modernize and better define who RVA is. This modernization and clearer definition helps to change the way our audience which includes clients, talent, and partnerships perceives us and become more relevant to their needs..

[Audio] Our rebrand aims to make a forward-looking statement about ourselves and has been brought to life through words, imagery, actions, and evidence..

[Audio] This presentation is a practical guide to the new RVA brand. Its aim is to provide education and guidance on essential components and key principles of our brand..

[Audio] To kick off our presentation, let's use our imagination..

[Audio] Imagine that RVA is getting ready for an event..

[Audio] RVA wants to be recognizable and draw the right kind of attention from particular people in a large crowd..

[Audio] RVA also wants to form new relationships while maintaining existing relationships..

[Audio] To form new relationships and maintain existing relationships, RVA needs to be consistent and confident so that assurance and trust can be established and maintained..

[Audio] If RVA looks and acts differently at every event, people will be confused by the true identity of RVA..

[Audio] Confusion of identity does not establish trust..

[Audio] Consistency is the key to trust building..

[Audio] Trust is the key to building and maintaining relationships..

[Audio] So how does RVA not only stick out in the crowd but also create an image that is consistent and true?.

[Audio] It's all about the brand!. It’s all about the brand!.

[Audio] We must first understand the concept of a brand before we can practice that brand. Let's look at the differences between a brand, branding, and a brand identity..

[Audio] What is a brand? It's a feeling.. It’s a feeling..

[Audio] A brand is the result of how your audience feels when they come across your business. It's how clients feel when they do business with you. It's how talent feels when they join forces with you or depart from you. It's the words and emotions they use to describe your business to others..

[Audio] Amazon CEO, Jeff Bezos states "Your brand is what other people say about you when you're not in the room".

[Audio] So, what is a brand? It's how others perceive your business, the connections you make with your audience, and your reputation. Brands build relationships, create loyalty, and help businesses stand out in a crowded market..

[Audio] What is branding? It's the set of actions that you take to build a brand..

[Audio] Branding is essentially a marketing tool. It's the multi-phased process of securing a market position and includes key strategies around the development, operation, promotion, organization, and culture of a brand. Branding is internal, whereas a brand is external. Branding a company and its products and or services starts on the inside..

[Audio] Branding Magazine states " Branding is an ever-evolving subject spanning many areas of expertise such as business management, marketing, advertising, design, and psychology.".

[Audio] So, what is branding? It's a process you go through to influence how others perceive your brand. Branding increases business value, generates new clients and talent, improves employee pride and satisfaction, and creates trust within the marketplace. Branding is an investment of time, money, and other resources..

[Audio] What is a brand identity? It's what you can see..

[Audio] A brand identity is the visual representation of your brand and the visual part of your branding process. It's the inclusion of things such as logos, colours, typeface, photography / videography, templates, marketing collateral, graphics, and your website. It's what sets you apart visually from your competitors and is what draws people into your business..

[Audio] Marketing Strategy and Organizational Effectiveness Consultant, Erick Straghalis states " Brand does not equal identity – identity is the result of an effective brand.".

[Audio] So, what is brand identity? It's personality! It's the general impression you leave on your audience, and the recognizable brand attributes that make you distinguishable from competitors. A logo isn't your brand identity. A logo is one part of your brand's identity. A brand identity needs to be consistent, or it will confuse your audience..

[Audio] Let's recap the difference between a brand, branding, and brand identity. A brand is the emotional connection made with your audience. Branding is the process of building a brand to influence perception. Brand identity is a visual representation of the branding process..

[Audio] Now that you recognize the difference between a brand, branding, and a brand identity let's look at essential components and key principles of the RVA brand. Of note, RVA and RVA Architecture share the same branding..

[Audio] What are the essential components of the RVA brand? These include our brand manifesto, brand definition, brand values, brand differentiation, brand messaging, market position, brand identity, and brand experience. What do these mean?.

[Audio] A brand manifesto is a public declaration of intent that spells out the beliefs, values, and actions that we deliver. A brand manifesto is separate from our ' Mission Statement'..

[Audio] What is the RVA brand manifesto? Our brand manifesto states that "at the core of our brand is our values connecting People . Projects. Planet. Connections that are essential in an ever-changing world, where the need to reframe our perspective and build trust has become imperative in building a better future. Our world and our industry are constantly faced with new and uncertain challenges. Challenges that require a community and a culture where individuals can practice 360° thinking while making the necessary connections between bold and expressive ideas. It is in these connections that we develop innovative solutions for complex challenges. RVA sticks out in a small and crowded market, because we are more than just a firm. We are an employee-owned community of thought leaders and future leaders carrying forth a proud legacy of 75 years of engineering excellence. Our most innovative solutions come from our connected community that presents opportunities to lead with responsibility and accountability. We are growing a culture of creative thinkers: a culture where brainstorming empowers individuals to change perspectives and create dynamic solutions for a more sustainable future. The RVA community can spot the unseen and unknown opportunities that exist within complexity. We find purpose in the positive impacts that we have when we Create. Enhance. Sustain. It is in our passion for our own community that we recognize the importance of all communities and the impacts that we have. We are constantly challenging ourselves to find innovative ways of having a positive impact on the three pillars of sustainability: economic viability, environmental protection, and social equity. We are engineering with future in mind.".

[Audio] Brand definition is the description of what our business is. Meaning who we are, what we do, and for whom. A brand definition should be as clean and simple as possible..

[Audio] What is RVA's brand definition? We are more than just a firm. We're an employee-owned community of thinkers, innovators, and collaborators who combine human ingenuity with technology and experience to deliver sustained outcomes that make a difference. Our award-winning culture includes multidisciplinary engineers, architects, and designers. We offer innovative solutions for complex challenges where new challenges mean new solutions. Our 7 core solutions are our service offerings. Our expertise can be found within these solutions. This structure can be found on our website and in our rebranded company brochure. Our solutions are focused on sustainability practices supporting economic, environmental, and social health and vitality. We deliver quality at a fair price. Our audience includes existing and prospective clients, existing and prospective talent, and working relationships between sub-consultants, partnerships, and peers..

[Audio] Brand values are what we stand for, such as the " things" we believe in and want our audience to believe in as well. Our brand values are our core values..

[Audio] What are RVA's brand values? Our brand values are our core values which are people, quality, accountability, sustainability, and integrity. You can read more about these values on our website or in our rebranded company brochure..

[Audio] Brand differentiation is our unique selling proposition. This is how our brand will stand out in the crowd. A clear U.S.P that differentiates RVA and communicates this clearly to our targeted audience will create a lasting impression in the audience's mind..

[Audio] What is RVA's brand differentiation? We offer exclusive features such as the oneness of RVA, small firm dedication with big firm results, and the fact that we are more than just a firm. RVA also offers special benefits including our work flex programs, comprehensive and competitive packages and bonuses, and professional development that extends into our philosophy of lifelong learning. RVA has a unique personality that separates us from the rest. The RVA culture is a dynamic award-winning culture known for acknowledging, embracing, supporting, and accepting. RVA is active in both philanthropy programs and forward progress toward sustainability goals..

[Audio] Brand messaging is what we need to say and how we say it. Brand messaging strategy is an important part of building a brand, since the talking points we use and the writing style we adopt help define our brand. Our brand's personality should come though in our messaging, which helps to attract targeted audiences on an emotional level. It should always be relevant, consistent, and true to our brand..

[Audio] What is RVA's brand messaging? Our messaging is reflected through our brand manifesto, brand values, tagline, slogans, key messages made through business growth departments, and marketing content..