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Branding Meets Public TransitPrepared for:
Florida Public Transportation Assoc
10.17.2011
Agenda
1. What is a brand?
2. Iconic brands
3. The “How To” of Impactful Transit Branding
4. Next Steps
Busting brand myths.
A brand is not a logo.
A brand is not a mascot.
A brand is not a product.
So WHAT exactly is a brand?
A brand is a person’s FEELING or reaction to your transit organization, product & service.
This feeling...
• Is personal.
• It stems from a person’s experience.
• Is a result of interactions with you.
The good news is...
You have an impact on how people FEEL
about your brand.
Why is this important for transit?
1. People have lots of choices.
2. They make decisions based on trust.
Brand communication =
Single most powerful tool you have to achieve your goals.
Ridership Funding Public Support
The GREAT brands:
• Make you FEEL something
• Impact your life in some way
• Foster strong sentiment
Top 15 Global Brands
Any brand has the potential to be impactful.
(Yes, yours too. Even if you aren’t a Fortune 500 company.)
How?
The “how‐to” of brand‐building:
#1: Set Yourself Apart
#2: Collaborate
#3: Create
#4: Test It
#5: Evolve
#1: Set Yourself Apart
Our brains filter information.
We notice things that are different.
Be DIFFERENT. Yet Focused.
Do your customers see you clearly?
#2: Collaborate
Two brains are better than one.
This provides perspective.
Discovery sessions….
Help you uncover the gems
(Go on…talk to people)
Who are your key constituents?
• Internal
• External– Elected officials
– Riders
– Community residents / leaders
– Local businesses
#3: Create
Drive towards creating innovative materials.
Think innovation when….
• Creating an identity / name
• Designing vehicle, terminal & shelter signage
• Creating collateral materials
Start with a stand‐out name:
• Unique
• Concise
• Makes sense / logical
• Easy to spell
• People can say it properly
• Likeable
#4: Test It
Will your brand resonate with your key audiences?
Don’t just hope so. Do some field tests:
• Focus groups
• Covered Logo Test
Focus groups
• Audience is key
• Qualitative data
• No more than 10‐12 participants per
session
Covered Logo Test
#5: Evolve
Embrace the evolution
of your brand.
Brands are like people.
Our character doesn’t change with our attire.
The same is true with brands.
We USED to:
ONLY control the look & feel of a brand.
Now we:
Influence the personality of a brand.
So what next?
• Evaluate your current brand.
• A brand that doesn’t resonate will cost you
in the long run.
When branding is done right, you can expect:
• Clearer focus
• Ownership from key constituents
• Public buy‐in
