A S I D B R A N D S T R AT E G Y | 2 2 JANUARY 200 4 | Gensler
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“Every design is in some sense a social communication, and what matters is not so much the importance of the object… as the emotional intensity with which the essentials have been explored and expressed.” –George Nelson
ASI D BRAND STRATEGY
ASID’S NEW BRAND STATEMENT
ASID is a community of people committed to interior design. The success of our Society is proven in our vast membership of interior designers, from the brightest newcomers to the wisest pioneers. We are driven by our love for design in the service of people. We have the courage to intentionally examine our failures as well as celebrate our successes, and in the process demonstrate the power design has to positively change people’s lives.
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BACKGROUND
The American Society of Interior Designers (ASID), the oldest and largest association for interior designers, is redefining its brand. As a part of this, ASID seeks to create a cohesive identity system, shape and present a consistent and approachable tone, differentiate itself from the competition, and foster a sense of community built around a shared celebration of design. ASID’s Brand Task Force (BTF) has been charged with spearheading this initiative, and defining the context and framework for repositioning ASID’s brand. According to the BTF, this effort will penetrate ASID’s culture on both a national and chapter level; the new brand position will be manifest in ASID’s visual identity, brand story and imagery, behaviors and values.
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PERSPECTIV E / FOCUS
THE ASID EQUILIBRIUM
A > B > C
Historically ASID has done a great job of educating designers and providing resources for career and business enhancement. Tomorrow ASID will continue to do the same while cultivating a spirit of excitement, community, and celebration. ASID has worked to ensure that the profession of Interior Design is respected. This respect results from the establishment and promotion of a profession that is accountable, intentional, and responsible. The society has historically provided valuable resources to its membership and, by extension, to the discipline as a whole. In short, its culture is informed and credible; ASID has elevated the practice of Interior Design and ensured that the profession is taken seriously. It is now time for ASID to strike equilibrium between being a resource center and being a design catalyst. Today and tomorrow ASID will celebrate design – the very heart of its energies and the indispensable activity it has worked so diligently to protect and nurture all these years.
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PERSPECTIVE / FOCUS
RATIONAL VERSUS EMOTIONAL
ASID describes itself as well managed, mission-oriented, nationally strong, and business-like. With this firm and well-planned structure, ASID is poised to take the next step.
A > B > C
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Moving forward, ASID’s solid foundation will serve as the backbone for a rich and robust design community. ASID will focus on design and dedicate resources to customizing members’ experiences. Doing so will help ASID forge emotional connections with its audiences that are as strong as the rational links that exist today.
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PERSPECTIVE / FOCUS
THE YOUNG AND THE WISE
A > B > C
ASID is a wise organization with years of experience. Through advocacy and outreach ASID has helped shape the Interior Design profession into what it is today. Still, many young designers – perched on the edge of their careers – remain unaware of the value of ASID. This group is complex: They are at once hungry for guidance and eager to take risks. In effect, many new designers aren’t even aware of what they don’t know. Young designers need a community that encourages, mentors, and appreciates them. ASID needs and values young designers: They will infuse the organization with passion, enthusiasm for design and fresh ideas. By positioning itself as design-focused and helpful, ASID will reach this important audience.
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THE BRAND PROCESS
BRAND PROCESS
A brand is the conceptual, visual, verbal and experiential interaction of an organization’s audience with its products and services. For ASID to differentiate itself clearly and shape these interactions, it must first define and embrace a unique brand promise. PROMISE
PERSONALITY
TONE / EXPRESSION
DISTINGUISHING VALUES
CORE VALUES
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CORE VALUES
ASID’s mission encapsulates core values that serve both its members and the profession. These form ASID’s underpinnings but they are also relevant for many successful design organizations. In other words, these values are critical and may be shared by AIA, IIDA, and others. Design oriented Service oriented Interior design focused Advocacy Educational Outreach Public Awareness Responsible Valuable Useful Helpful
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DISTINGUISHING VALUES – W H AT W E WA N T A U D I E N C E S T O F E E L
What sets interactions with ASID apart? Six values form the backbone of the new brand. Here’s how we want people who connect with ASID to feel. INSPIRING ASID always liberates my most creative side; it makes me a
better designer. Every interaction I have with ASID feels specific to me; I feel individual, not like a number or a category. PERSONAL
ASID a font of design wisdom; its information and resources are unrivaled. INDISPENSABLE
ENRICHING
I just feel good after attending an ASID function.
STEWARDSHIP My opportunities and responsibilities are larger than my
project list. ASID reminds me of my responsibilities to my clients, to rising professionals, to the design community, to the community at large and to the environment. It also reminds me of how much I benefit from acting as a steward. RELIABLE
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ASID will always be there for me.
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DISTINGUISHING VALUES – A S I D D E F I N I T I O N S
How does ASID develop an internal mantra around these values? By defining these values uniquely, ASID will build brand equity. INSPIRING ASID defines design holistically. Design is neither simply an ac-
tion nor a product. Design is strategic. Design solves problems and realizes dreams. Design is people. PERSONAL Interactions are customized to members, and ASID’s goal is
to make every member or potential member it comes in contact with feel important and like an individual. INDISPENSABLE ASID is the authoritative source for interior design trends
and tools. It consistently provides timely information and valuable resources to designers, and, through its accreditation of designers, provides a peace of mind to design consumers. STEWARDSHIP As designers we encourage and celebrate great design
in any medium, especially interior design, and make it our mission to bring great design to the lives of others. As professionals, we are stewards for our clients, the profession, society, and the environment. ENRICHING What makes ASID unique is the community that exists among
its members. We are open and collaborative enough to share ideas, to make each other better designers. We grow as professionals and recharge as designers when we connect with ASID. RELIABLE Not only does ASID have a distinguished history of service to the
interior design profession, it is responsibly managed and financially secure.
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DISTINGUISHING VALUES – C O N N E C T I O N S
INSPIRING
Provides an infrastructure for brand evolution
I get what I need to grow; I feel my opinions matter.
PERSONAL
RELIABLE
Getting involved beyond my job provides me with fresh ideas from the unlikeliest sources.
I find the most successful, intriguing designs and latest trends at ASID.
STEWARDSHIP
INDISPENSABLE
My work with the community and larger world is fulfilling and motivating. ENRICHING
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ASID provides the information I need as a designer.
Not only does the organization provide a wealth of knowledge, my ASID peers always provide me with great ideas.
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TONE / EXPRESSION
How does ASID demonstrate its distinguishing values?
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OPERATIONAL ACTIVITY
DISTINGUISHING VALUE
TONE / EXPRESSION
ASID IS NOT
Design
Inspiring
Fresh Current Celebratory
Set in its ways Faddish Obtuse
Service
Personal
Approachable Tailored Helpful
Arrogant One size fits all Indifferent
Information
Indispensable
Informed Helpful Current
Dictatorial Arrogant Inert
Society
Enriching
Professional Inspiring Approachable
Closed Staid Cliquish
Advocacy
Stewardship
Compassionate Committed Connected
Insular
Operations
Reliable
Stable Dedicated Efficient Professional
Introverted
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PERSONALITY
What is ASID like? If ASID were a person, it would want people to see it as… ASID is a compassionate extravert. It is the friend you call when you need advice, or a pick-me-up. ASID is the friend who always seems to be there, on the first ring, when you need to reach out and hear a friendly voice. Everyone who knows ASID thinks of them as their best friend. ASID is more concerned with what is happening out the window than in the mirror. It dedicated itself to helping others, connecting interesting people with other like people. ASID is a connector, your friend who throws the best dinner parties – the ones that feature the most fascinating people and compelling conversations. ASID is the smartest person you know, but doesn’t come across that way. ASID motivates you, makes you want to be a better designer, but does so with the subtle and deft touch of a trusted, lifelong friend.
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THE PROMISE
ASID – Where design comes to life.
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THE PROMISE
INSPIRING
WHERE DESIGN COMES TO LIFE
STEWARDSHIP
RELIABLE
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PERSONAL
INDISPENSABLE
ENRICHING
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AUDIENCE MAP
CORE
Architects Interior Designers Industry / Manufacturers Clients Students SECONDARY
Educators Government Media Industrial Designers Legislators Facility Managers Researchers Contractors TERTIARY
Graphic Designers Public / Consumers Real Estate Professionals Engineers Insurance Providers SpeciďŹ ers Developers
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ALIGNING VALUES AND AUDIENCES
AUDIENCE PROFILE
MARC BASANTES Student INSPIRING
PERSONAL
WANTS:
– To soak up as much about design as possible – To learn about the profession – An organization that cares about him as a student and, eventually, a young professional
WHERE DESIGN COMES TO LIFE
STEWARDSHIP
INDISPENSABLE
DOESN’T WANT:
– To feel inferior – To feel shut out CONNECTS TO ASID THROUGH:
– Web – Events
RELIABLE
ENRICHING
HIERARCHY OF BRAND VALUES:
– Inspiring – Personal – Enriching
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AUDIENCE PROFILE
MARIA CARTER
Recent graduate and allied member INSPIRING
PERSONAL
WANTS:
– Career guidance and advice – An organization she can grow with – To contribute energy and ideas DOESN’T WANT:
– To feel inferior – To feel her ideas are not valued
WHERE DESIGN COMES TO LIFE
STEWARDSHIP
INDISPENSABLE
CONNECTS TO ASID THROUGH:
– Events – Publications – Web HIERARCHY OF BRAND VALUES:
– – – –
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RELIABLE
ENRICHING
Personal Indispensable Enriching Inspiring
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AUDIENCE PROFILE
TYLER BENNET
Commercial designer in a large firm, sustainability guru, non-member
INSPIRING
PERSONAL
WANTS:
– Inspiration beyond what is available within his firm – To push issues of sustainable design and be listened to – A clearly articulated reason he should be involved
WHERE DESIGN COMES TO LIFE
STEWARDSHIP
INDISPENSABLE
DOESN’T WANT:
– To give his time without a benefit – To feel shut out CONNECTS TO ASID THROUGH:
– Events – Publications
RELIABLE
ENRICHING
HIERARCHY OF BRAND VALUES:
– Personal – Stewardship
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AUDIENCE PROFILE
CHERIE ARNOLD
Shelter helter magazine editor INSPIRING
PERSONAL
WANTS:
– A consistent source of the newest information – To be the first to hear about emerging design trends – A reliable source
WHERE DESIGN COMES TO LIFE
STEWARDSHIP
DOESN’T WANT:
INDISPENSABLE
– Old news – Slow responses CONNECTS TO ASID THROUGH:
– Personal contact – Web
RELIABLE
ENRICHING
HIERARCHY OF BRAND VALUES:
– Indispensable – Reliable – Inspiring
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AUDIENCE PROFILE
JEFF MEYER
Architect INSPIRING
PERSONAL
WANTS:
– To be surprised – Information that connects to his design work – A finger on the pulse of trends, materials, information – To connect with leading designers
WHERE DESIGN COMES TO LIFE
STEWARDSHIP
INDISPENSABLE
DOESN’T WANT:
– What AIA offers – To feel outside of the core audience CONNECTS TO ASID THROUGH:
– Publications – Events – Web
RELIABLE
ENRICHING
HIERARCHY OF BRAND VALUES:
– Inspiring – Indispensable – Enriching
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AUDIENCE PROFILE
JANE RANDOLPH
Home maker and design lover INSPIRING
PERSONAL
WANTS:
– Ideas that she can bring into her home to make it more livable – A source for trustworthy and talented designers DOESN’T WANT:
WHERE DESIGN COMES TO LIFE
STEWARDSHIP
– Arrogance – Indifference
INDISPENSABLE
CONNECTS TO ASID THROUGH:
– Media mentions – Web HIERARCHY OF BRAND VALUES:
– – – –
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RELIABLE
ENRICHING
Inspiring Reliable Personal Indispensable
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C O M I N G AT T R A C T I O N S
COMING ATTRACTIONS
In the coming weeks, Gensler will attack the next phase of strategic development: • Building Buzz on Design • Defining a Distinct Position on Design • Visual Brand Vocabulary
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