across its lines of business, something that didn’t
Beyond consistent messaging and the logos, the
hallmarks of the brand include showcasing employees to leverage their sense of pride and dedication,
using photography to show the feeling of movement,
and a voice that reflects confidence, passion, collaboration, dedication, efficiency and intelligence.
This comprehensive brand strategy will be
implemented in phases, with the full transition
completed by mid-2014.
“We started the roll-out by first introducing
the new branding to employees,” explained Todd
Carter, manager of business development, one of
the staff members who worked on the project. “It
was important to the organization that the employ-
ees had the opportunity to hear directly from their
division leaders and not read about the evolution
in the newspaper. In about a two-week timeframe,
more than 400 employees were introduced to the
new brand. In each session we explained the why
and the what of the initiative, including their
role in delivering the brand promise: to provide
a smarter and easier way to connect Central Ohio
with the world. A video highlighting employee
contributions to the organization, along with a
brochure reinforcing the brand, complemented the
roll-out. The video was a total homerun.”
As an organization that relies heavily on internal
staff to create multiple newsletters and communi-
cation pieces, tactical brand training was provided
to help staff transition to the new brand.
While stationery, PowerPoint templates and
business cards have been updated, transition
efforts will continue into 2014.
“We are taking a strategic, holistic approach
to the evolution,” said Carter, who is leading a
committee to study airport authority vehicles.
“We have nearly 160 vehicles, and this is the
time to discuss what messaging, if any, makes
sense. Do airfield vehicles that aren’t visible
to the public need to be branded? Meanwhile,
should roadway signage reference the airport
authority or the airport itself? By keeping our
primary audience in mind and relying on our
new brand standards, we can work through these
discussions and come to the right decisions for
the organization and our community.”
Items to be transitioned include uniform elements,
newsletters, websites, training manuals, ID badges
and statistical reports. The list goes on and on.
“It’s exciting to think that by this time next year,
the transition from legacy brand should be complete and the new brand synchronized across all
lines of business to work harder for the organization,” said Carter. A
Angie Tabor is manager of communications for the Columbus
Regional Airport Authority. She may be reached at ATabor@
ColumbusAirports.com. To view the video that was developed
to introduce the branding concept to airport authority employees, go to http://www.youtube.com/watch?v=y2K5DUzNsNE.