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Page 1 11/25/2003 CMA BRAND IDENTITY CREATIVE STRATEGY Definition: A brand is the sum of all that is known, thought and perceived about a company, agency, product or service. It is not a logo, name, slogan or a mission statement alone—it is a promise you make to your stakeholders about the experience they will have. Background: A reorganization of the Army’s Program Manager for Chemical Demilitarization (PMCD) took place in February 2003. The new organization, the Chemical Materials Agency (Provisional), combines weapons destruction, emergency preparedness and storage functions under a single director. Since then, two logo graphics were introduced to represent the agency during its provisional phase. Due to time constraints, neither of these was generated using a branding strategy or tested to gauge their communications effectiveness. While the agency may not be officially stood up until early in CY 2004, it is appropriate at this time to initiate a strategic process leading to the creation of a brand identity reflective of the new agency. Who is the brand talking to? The CMA brand speaks to both national and local stakeholders: On the national front it talks to federal lawmakers, DoD, regulators; oversight agencies; activist groups; and media On the local level the brand addresses state/local lawmakers; regulators; oversight bodies; citizens groups; residents affected by the agency’s programs and activities; and media What should the brand personality convey? /home/website/convert/temp/convert_html/58f22e161a28ab8d278b4595/ document.doc Author: Sandra Clawson Freeo

CMA Creative Branding Strategy_v3 9-03

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Page 1 11/25/2003

CMA BRAND IDENTITY CREATIVE STRATEGY

Definition: A brand is the sum of all that is known, thought and perceived about a company, agency, product or service. It is not a logo, name, slogan or a mission statement alone—it is a promise you make to your stakeholders about the experience they will have.

Background:

A reorganization of the Army’s Program Manager for Chemical Demilitarization (PMCD) took place in February 2003. The new organization, the Chemical Materials Agency (Provisional), combines weapons destruction, emergency preparedness and storage functions under a single director.

Since then, two logo graphics were introduced to represent the agency during its provisional phase. Due to time constraints, neither of these was generated using a branding strategy or tested to gauge their communications effectiveness.

While the agency may not be officially stood up until early in CY 2004, it is appropriate at this time to initiate a strategic process leading to the creation of a brand identity reflective of the new agency.

Who is the brand talking to?

The CMA brand speaks to both national and local stakeholders: On the national front it talks to federal lawmakers, DoD, regulators; oversight

agencies; activist groups; and media On the local level the brand addresses state/local lawmakers; regulators; oversight

bodies; citizens groups; residents affected by the agency’s programs and activities; and media

What should the brand personality convey?

The Chemical Materials Agency, through its highly trained workforce, possesses the technical and management expertise, and track record to support its claim as the world leader in the safe elimination of chemical weapons. It’s a serious, focused organization; dedicated to its mission to safely store and destroy the nation’s chemical weapons materiel while preparing communities to respond in the event of chemical emergencies. It also takes great pride in fulfilling that mission while protecting it workers, the public and the environment.

Why should stakeholders believe the brand statement?

CMA has destroyed 26% of the nation’s stored chemical agent, and nearly 40% of all munitions containing agent—while protecting workers, communities and the environment

The agency’s achievements and track record make it the international leader in the elimination of chemical weapons

/tt/file_convert/58f22e161a28ab8d278b4595/document.doc Author: Sandra Clawson Freeo

Page 2: CMA Creative Branding Strategy_v3 9-03

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Why should stakeholders believe the brand statement? (Cont.)

CMA eliminated all weapons previously stored at Johnston Island in the Pacific, and currently operates three disposal facilities using proven technologies to destroy chemical agent and weapons

Two other disposal facilities utilizing baseline technology are undergoing testing and systemization prior to start of operations in 2004; another facility, employing neutralization, also will be operational in 2004

The agency has solicited public input in the technology decision making process CMA researches, develops and operates systems to assess and treat recovered

chemical weapons materiel The agency’s CSEPP initiatives help to both educate community residents and provide

them with the tools they need to more effectively respond to potential chemical emergencies

The agency’s facilities and operations are subject to continuous independent and government oversight, ranging from the National Research Council and Centers for Disease Control, to state departments of environmental management and citizens advisory commissions

Executional guidelines:

Brand identity should project a “high-tech” image through use of graphics, type, color and text

Brand should reinforce an organizational commitment to environmental protection and restoration, and safety of workers and the public

Brand should communicate strength, professionalism and commitment to excellence As a military organization, brand should complement Army heritage and image while

remaining approachable Brand should be consistent in message delivery—remembering to speak with one

voice The brand identity should communicate and draw together the new agency’s three

mission areas (storage/disposal/emergency preparedness) as a unified organization Consider that applications may ultimately include logo(s), tagline/slogan and use on

all products such as correspondence, signage web site and collateral materials

# # #

/tt/file_convert/58f22e161a28ab8d278b4595/document.doc Author: Sandra Clawson Freeo