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Strategic Brand Identity Development Process for Transit Agency Success

Discover a comprehensive brand identity process from market research to employee perception analysis for a transit agency's successful launch. Develop a strategic brand vision through testing, naming, and market analysis to solidify a positive agency image.

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Strategic Brand Identity Development Process for Transit Agency Success

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  1. OKLAHOMA CITY Oklahoma City Memorial Oklahoma City Bricktown Image credit: Jim Nix

  2. “ Strategic thinkers see questions, before they see answers. Non-strategic thinkers see answers before questions. “ Graham Robertson, Beloved Brands

  3. 1pro·cess noun \ˈprä-ˌses, ˈprō-, -səs\ : a series of actions that produce something or that lead to a particular result

  4. RESEARCH Market Competitor Brand Visual TESTING End-User tests analysis IDENTITY Selected/ Refined TSA Final Report LAUNCH Plan review by Board LAUNCH Phase 1 2012 2013 2009 2010 2011 2014 TRANSIT Service Analysis (TSA) Commissioned NAME SELECTION Narrowed the field to 4, for visual application TSA COMPLETED Recommendations and identity approved by board NAMING Competitor and word research name generation

  5. QUANTITATIVE NON-RIDER RESEARCH of Oklahoma City could not name the transit agency In 2009 61% of Oklahoma City could not name the transit agency In 2011 51%

  6. “ BRAND FUNNEL Share of market could only be built on share of mind.  “ Leo Burnett Image credit: Beloved Brands

  7. EMPLOYEE RESEARCH In 2009, employees were indifferent about the image of the organization In 2012, only 36% believed viewed the agency positively

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