Western Road Usage Charge Consortium Brand Platform & Naming Recommendations

Transcription

1 Western Rad Usage Charge Cnsrtium Brand Platfrm & Naming Recmmendatins The Brand Platfrm This Brand Platfrm includes a Psitining Statement, Brand Value, Brand Persnality, Brand Tne and Naming Recmmendatins. Once apprved, it will prvide a fundatin fr all f Western Rad Usage Charge Cnsrtium s cmmunicatins in partnerships with the Creative Brief. Brands make r break prjects, be it gvernment r private cmpanies. The individual cmpnents create a first and lasting impressin with stakehlders, ne that shuld be psitive and memrable. Western Rad Usage Charge Cnsrtium Current Visual Psitining Statement This Brand Platfrm represents the fundatinal values f the Western Rad Usage Charge Cnsrtium and its cmmitment t explring the mst equitable and innvative slutins fr funding rads. Current fcus is the supprt f Rad Use Charge as a sustainable and universal mdel t fund rad infrastructure withut relying n an ut-f-date gas tax.

2 Lng term, the Western Rad Usage Charge Cnsrtium brand culd channel the equity and success (nce achieved) with Rad Use Charge and psitin itself a grup that is ready t fcus n the next transprtatin issues that need a slutin. Yur grup, and thereby brand, culd cntinue t grw and secure its psitin within transprtatin well past Rad Usage Charge. Brand Value: The Brand Value defines the lng-term value fr Western Rad Usage Charge Cnsrtium s, defining its value within transprtatin, gvernment, and amng the citizens they serve. Western Rad Usage Charge Cnsrtium brings tgether leaders frm state transprtatin rganizatins t share best practices, ideas and infrmatin n funding the future f rads. This grup defines and dives int ptential big picture rad infrastructure funding slutins t determine their benefits, barriers and validity. Currently this grup acts as a g-t surce fr anyne wh has any interest in Rad Usage Charge. Whether yu want t watch the stry unfld, r are cnsidering implementatin f a Rad Usage Charge in yur state, Western Rad Usage Charge Cnsrtium is the place yu find a clear, factual, nn-biased picture f hw the Rad Usage Charge has wrked and is wrking in ther states. We als prvide real-time case studies, best practices, and the mst up-t-date infrmatin n Rad Usage Charge available anywhere. Western Rad Usage Charge Cnsrtium is yur ne stp shp fr all that is Rad Usage Charge. Brand Persnality: The Brand Persnality describes the characteristics that shuld be reflected in the presentatin f the Western Rad Usage Charge Cnsrtium s brand bth editrially and visually. 2 P a g e

3 Western Rad Usage Charge Cnsrtium s persnality is: Aspiring Cnfident Supprtive Methdical Optimistic Resurceful Adaptable Cperative Inspiratinal Sustainable Brand Tne: This is yur brand s vice. Hw Western Rad Usage Charge Cnsrtium s will speak t its varius key stakehlders. The tne f the cpy, clr palette, phts, ther design elements, and typgraphy wrk tgether t create the verall brand. The fllwing adjectives and phrases describe Western Rad Usage Charge Cnsrtium s cmmunicatin persnality. Western Rad Usage Charge Cnsrtium s tne is: Apprachable Respectful Reputable Transparent Innvative Inclusive Purpseful 5 Key Qualities: 1. Innvative 2. Open-Minded 3. Equitable 4. Prductive 5. Cmmunicative 3 P a g e

4 Naming: The challenge f naming this brand is understanding the lifestyle f the brand. When RUC has been adpted, when yu have as many states as yu are ging t have, r if yu determine RUC is nt a viable slutin, has the usefulness f these great minds and this great team run its curse? OR is yur missin t slve the next transprtatin issue that has cme t the surface? We will lk at three different naming scenaris fr cnsideratin: Optin One: Tighten up the current name. Make it shrter, mre cncise, yet still culd be descriptive t the immediate gal f RUC. Western Versins: Partnership fr Western RUC (Partnership 4 Western Rads) Western RUC Partners RUC West Western Rad Charge Grup Partnership fr Western Rads Universal Versins Rad Usage Partners Partners fr Rad Use Charge Partnership fr Rads Benefits: Shrter, mre cncise and easier t say Explains exactly what yu are ding (RUC) Explains wh is ding it (grups/partners/west) Disadvantages: Limited t Western (nt Natinal) Limited t RUC nly Demnstrates a vested interest in RUC (when there needs t be n bias) 4 P a g e

5 Optin Tw: Keep yur current name but replace the wrd Cnsrtium. The wrd cnsrtium gives the grup a very gvernmental and legalistic feel, ne that des nt resnate with everyday stakehlders. Yu culd als cnsider excluding the wrd Charge frm the brand. This still demnstrates that yur brand is abut Rad Usage and excludes a wrd which culd be cnveyed as negative - Charge. Alternatives t cnsrtium: Western Rad Usage Charge Assciatin (WRUCA) Western Rad Usage Charge Alliance (WRUCA) Western Rad Usage Charge Calitin (WRUCC) Western Rad Usage Charge Partnership (WRUCP) Western Rad Usage Charge Sciety (WRUCS) Western Rad Usage Charge Partners (WRUCP) Western Rad Usage Charge Cllabratin (WRUCC) Western Rad Usage Charge Grup (WRUCG) Benefits: Explains exactly what yu are ding (RUC) Explains exactly wh is ding it (grups/partners in the West) Disadvantages: Very lng t say and t write Very gvernmenty Demnstrates a vested interest in RUC versus a funding slutin (when there needs t be n bias) Optin Three: Create a name that channels the equity and success (nce achieved) with Rad Use Charge and psitin itself as a grup that is ready t fcus n the next transprtatin issues that need a slutin. Yur grup and thereby brand, culd cntinue t grw and secure its psitin within transprtatin well past Rad Usage Charge. 5 P a g e

6 With this brader name the incrpratin f a Tagline will add distinctin and further definitin t yur brands missin. Ideas that deliver big picture experts and prblem slvers Nextway NextDt WesDt InnRad Driving Change Western Rad Partnership Western Rad Slutins Benefits: Gives the Think Tank a life utside f RUC Desn t include the wrds charge r tax, which can leave peple feeling n edge. When RUC is a part f yur name, it can make it lk as if yu have a preference fr the prcess. It wuld be an easy assumptin that yu are fr RUC. If yu exempt west in the name it feels mre inclusive Disadvantages: If yu include West in it, it lks mre sil d Tagline: The tagline can cnvey the current visin f the brand and its benefits. It culd als serve t deliver the fcus f yur current missin. PRR s recmmendatin wuld be t incrprate a tagline if yu chse a name frm Optin Three, because the names in Optin One and Tw are very lng and a tagline wuld be t much. 6 P a g e

7 General Tag Lines: Funding: Rad Funding Slutins. Funding Future Rads. United in Funding Rads Rad Funding Innvatins. Funding Slutins. Better Rads. Partnership fr Rad Funding. Best Practice fr Rad Funding. Funding Rads, New Ways. (Delivering implies funding) Rad Funding Explratin. Explring Future Rad Funding. Funding Rads fr the Future. The Future f Rad Funding. 7 P a g e