Consistency is Key!

November 10, 2011

Our brand is our identity. It conveys who we are and what we stand for, and a uniform and consistent use of the ASCE brand is critical to our success.
Now, I’m not here to single out those who have displayed an outdated ASCE logo on their Section or Branch newsletter.  However, I am here to provide you with the tools to help you be more consistent in your future communication efforts.

The ASCE Branding Toolkit created for members and staff helps us take ownership of our brand and stay committed to its uniformity. Consistency in all of our documents, from marketing collateral to member communications, is essential. Whether the ASCE identity is featured on your news release, website, social media platform, e-mail or newsletter template, electronic letterhead, meeting agenda, podium sign, name badge, event program or newspaper advertisement, consistency is key.

The Toolkit includes brand standards, and collateral, logo and conference resources. You’ll also want to check out the section specifically for Regions, Sections and Branches which includes special sample logos to use when it comes time for your Section or Branch to celebrate its anniversary.

I challenge you to review all of your public relations and outreach materials, and give attention to any that could use a spruce-up. If you need help evaluating and updating your existing ASCE image, feel free to  call me at 703-295-6326.

We want to hear from you! What steps can you take to ensure that ASCE’s image is consistent? In addition to the toolkit, what else could ASCE provide to help you maintain our brand identity?

Tracy Withrow
Manager, State Public Relations

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  • Hi Tracy. This is an issue our not-for-profit public works Association (Association of Ontario Road Supervisors/AORS) is facing as well. Is the ‘branding toolkit’ a document that you could share. Thanks in advance for your consideration.

    Graham Zeisner
    Training Coordinator
    Association of Ontario Road Supervisors (AORS)

    • Graham,
      Thank you for your response. You can access ASCE’s Branding Toolkit by clicking HERE. All you need to do is create an account with log-in information. Hopefully this resource will help AORS in its efforts to be consistent!
      Tracy Withrow
      Manager, State Public Relations

  • Tracy,
    Picked this up on Twitter. A really crisp, on-point piece about why brand consistency matters. I am a former country director for another global civil engineering professional body and we had precisely the same issues to deal with. Good work and’ve bookmarked the blog.

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