Nike’s Swoosh. The classic Apple symbol. The World Wildlife Fund panda. Target’s bullseye. These are all iconic brand logos. When you see them, you know what they represent. And when you hear the following words, you probably know the company or product and something about it: Melts in your mouth, not in your hands (M&Ms); Red Bull gives you wings; Like a good neighbor, State Farm is there; Yes We Can (Obama presidential campaign).
The words and visual identity of these brands carry meaning and clearly communicate the essence of that company or organization – and what they want you to do (buy our products) or think (we should protect that panda).
The same should be true for your work on climate action, resilience and sustainability plans.
Bottom line: you need to be deliberate about the words and images you choose in order to raise awareness of and create buy-in for your climate and sustainability work and move people down the path to taking meaningful action in their lives. Branding is a key ingredient to your long-term success, and you have to embrace it early on and stick with it.
A plan without “Plan”
What words do you *not* see?
Those are all plans without using the word “plan” (which, by the way, should be in the running for least-compelling word). People are going to respond to “One Climate Future” more than “Portland and South Portland’s Joint Climate Action Plan.” These might feel like apples and oranges comparisons when you think of branding, but what if Nike had gone with the literal “what” -- “Our shoes and gear will make you a better, more competitive athlete” -- instead of “Just Do It”?
You might also notice that none of them use the word “sustainability” and only one of them “climate.” In some communities those terms are either politicized or have a very narrow interpretation – whereas words like “thrive” and “forward” can help grab attention and be an easy entry point for many in your community. We encourage our clients to think bold and broad and then help people make the connections between what they care about and sustainability or climate action.
No, you’re not trying to get a bunch of people to buy your shoes or shop at your store. Your charge – to get people to pay attention to the impacts of climate change and then make some behavior change, for example – is WAY harder. And it’s why you have to put on a marketing hat on day one.
A branding process anyone can and everyone should tackle
First things first, your logo is not your brand. Your brand is what your logo should represent. We work with clients on an expedited brand development process because let’s face it, local governments don’t have the luxury of a year-long intensive process with market research, focus groups, and other bells and whistles. Here’s the gist of our process that we’ve put into action with more than a dozen clients:
Here are some examples of brands that KLA has helped our clients develop (see more examples here):
Beverly and Salem, MA
Climate Action and Resilience Plan
“Resilient Together is our collective action in the face of the climate crisis: our Climate Action and Resilience Plan. We’re embracing a proactive, collaborative approach to ensure that Beverly and Salem remain inclusive and thriving communities, attractive and accessible to diverse families and businesses. As communities steeped in history and passionate about the future, we will draw on the unique strengths of each community, tap into each other’s successes and lessons learned and share resources. We’ll rise to the challenges and opportunities related to climate change and resilience – from affordable housing to clean energy, smart transportation to waterfront growth. Resilient Together is our bridge to a stronger tomorrow.”
Clark County, Nevada
Sustainability and climate action planning initiative
“Clark County is many things to many people, but at our core we are resourceful and bold. From the Las Vegas Strip to Red Rock Canyon, you will find pristine lands, cultural treasures, year-round outdoor activities, and world-class entertainment, making our community a vibrant place to work, play and live.”
Devens, MA
Climate Action and Resilience Plan
“The Devens community promotes a balance between economic development, quality of life, and environmental awareness. Just as we have with base redevelopment, we’re taking holistic approach as we consider climate change and how we plan for the future."
Harvard, MA
Marketing campaign for local agriculture community
“Visit the scenic Nashoba Valley west of Boston and you’ll discover dozens of Harvard farms that make ‘farm to table’ a reality. There are wonderful farm experiences waiting for everyone here, from roadside stands to pick-your-own, alpaca visits to farm tours, and CSAs to a selection of home and gift items. Families from near and far come back season after season and year after year for the fresh air, friendly faces, quality products, and the mosaic of landscapes that Harvard farms provide."
Indianapolis, IN
Sustainability and Resilience Plan
“The development of Thrive Indianapolis, the first sustainability and resilience action plan in our city’s history, brought together City departments, County agencies, community partners and residents to chart a course for an Indianapolis that is equitable, healthier and prepared for the challenges of the 21st century.”
Portland and South, Portland, ME
Climate Action and Adaptation Plan
“Together, the communities of Portland and South Portland have created One Climate Future, a climate action and adaptation plan that charts a course towards a low-carbon, thriving, and inclusive future.”
Each of these examples underscores the need for local governments – no matter how small – to factor in an early-stage branding component as they embark on climate action, resilience and/or sustainability planning initiatives.
Facing down the climate crisis requires bold action by cities, towns, counties and -- ultimately -- each one of us. As more communities accept that challenge in the form of sustainability, climate action and resilience plans, it is imperative that they harness the power of compelling branding and messaging right out of the gates to make meaningful change.
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