Chamber: Brand New

I recently had the privilege of teaming up with the Chamber of Commerce on a brand evolution project. As a marketer, these types of projects are exciting because they are often catalyzed by an organization’s rising momentum. Building on recent program expansions and accomplishments of the Chamber, our re-branding effort was extremely well supported. Working with a team of Chamber staff and marketing experts, our challenge was to evolve the Chamber brand in a way that aligned with the organization today, while paving the way for growth in the future. And with many new exciting opportunities on the horizon, the timing for this project could not have been better.

Since its inception, the Santa Rosa Chamber has convened resources and support for our community in its time of need. From re-building downtown Santa Rosa after the catastrophic 1906 earthquake, to supporting the building of the Golden Gate Bridge in collaboration with Frank P. Doyle, to donating a parcel of land that is now Santa Rosa Junior College, and advocating for the widening of Highway 101, the Chamber has achieved a great deal through their model of collaboration, empowerment, and action.

Recent history has further proved this point. About six years ago, in the midst of a nationwide economic downturn, the Santa Rosa Chamber of Commerce and regional business representatives came together to discuss the need for an economic development entity that would help to lift up our local economy in its time of need. After much planning and fundraising, they created the Sonoma County BEST (Building Economic Success Together) program in 2011. With the financial support of over 70 public and private investors, BEST set out to help companies create over 2,570 new jobs over the next five years. BEST has since assisted over 300 local companies and helped to attract five new companies to the area, resulting in the creation of over 2,700 new jobs, exceeding that goal.

The Chamber has also created several workforce development programs in recent years. Examples include WHEEL, the Young Professionals Network and the Mike Hauser Academy. In 2013, the Chamber partnered with First 5 to add Plus elements to the WHEEL Program, including family-friendly workplace policies, financial literacy and school engagement for families. These programs have taken a strong foothold in our community and offer pivotal opportunities for students, young professionals and English Learners.

In addition, the Chamber has recently garnered support for key transportation and infrastructure projects. When the opportunity arose to extend the Santa Rosa Airport runway, the Chamber reached out to the airlines. With the SMART train, our Chamber worked alongside engineers and local entities to help remove barriers and keep the project moving.

Now more than ever, the Santa Rosa Chamber is collaborating with other local chamber organizations to take advantage of opportunities like SMART that support the growth and enrichment of our region.

The Chamber organization has also made strides internally that prepare them for a vibrant future. Under the direction of CEO Jonathan Coe, the organization has focused on improving the internal processes of being quick and nimble to respond to changing conditions in our regional economy. The Chamber has also reclaimed its roots in downtown Santa Rosa with a new office space in Courthouse Square. Now in a strategic position for growth, the Chamber brand must now more than ever reflect the collaborative, multifaceted, and forward-looking organization and its dedicated team.

As any 110 year old organization could attest, rebranding yourself can be a challenging exercise. So, effectively evolving the Chamber brand required a strategic approach. A core team was formed early in 2016 consisting of Chamber leadership, a board subcommittee, and a team of marketing specialists to help guide the process. Our goals from the outset of the project were to provide transparency, inclusion, and thoroughness to create the best, most cohesive brand we possibly could.

Through a series of in-person interviews, online surveys and targeted focus groups, we consulted Chamber members, community leaders, public officials, volunteers and staff about their experiences with the Chamber. We asked each group about strengths, challenges, perceptions, and opportunities for the organization. Several key findings drove the development of the new brand:

1. We discovered that the expansion of Chamber programs in recent years has been achieved by empowering individuals and small teams to engage new opportunities. Each individual program is encouraged to work in the way that makes them most effective. So, with the new Chamber brand, we wanted to find cohesion between the programs that would bolster their individual efforts.

2. In addition to program expansion, we also learned that the Chamber has increased its advocacy efforts. Through political action, endorsements, and outreach, the Chamber has expanded its scope beyond Santa Rosa. As we considered the new brand, we sought to capture not only geographic reach of the organization, but also to paint an accurate picture about the organization’s scope and purview.

3. One of the biggest takeaways from our interview discussions was the idea that the Chamber convenes people and resources. This was cited frequently in reference to Chamber history, and also was helpful in explaining how the diverse groups of people we talked to were all connected. As opportunities arise in the community, the Chamber acts as a centralized hub fostering collaboration and support. This idea became critical to the development of the brand.

Defining Who We Are

Taking insights from various stakeholder discussions, we developed a creative brief that established a set of guiding principles for the forthcoming brand. Working closely with the re-branding task force, we identified the following list of values that describe the Chamber:

+ Business-driven
+ Leadership
+ Collaborative
+ Advocate
+ Expansive
+ Tactical Excellence

Building on these values, we also identified a list of characteristics of the Chamber organization. Our goal was to create a brand that embodied these qualities:

+ Multifaceted
+ Cohesive
+ Responsive
+ Vibrant
+ Supportive
+ Attractive
+ Clear

Introducing the Santa Rosa Metro Chamber Brand

The Chamber embarked on this project with an open mind, not knowing what the end result would be. As with any brand, we knew we wanted something that would capture the essence of the organization. We knew we wanted to do justice to the broad scope and depth of the various Chamber initiatives. We knew we wanted to create something that would inspire people, businesses, and our community to get involved.

Our New Name

One important change that came out of this process was a new name for the Chamber. We wanted to create an inclusive name that would support all of our members, even those outside of Santa Rosa. In addition, we wanted to capture the Chamber’s work throughout the entire region through its programs, advocacy, and outreach.

After researching similar Chamber models, we arrived at the name: Santa Rosa Metro Chamber. This resonated with us on a number of levels. First, it removed the constraints of just “Santa Rosa”. Second, it didn’t presume that we would become the only chamber in the region, and would be supportive of the many collaborations we enjoy with other local chambers. And finally, the idea of a metropolitan Santa Rosa inspired notions of economic vitality, modern infrastructure, and a desirable place to live—all of which are important values to the Chamber.

Our New Brand Look

Our new logo features a multifaceted, connected core with a bright, modern color palette. Each component of the Chamber brand is represented by one of the interlocking pieces of the whole. Individual programs under the new Chamber brand now have a consistent look and feel with a cohesive color palette and typeset. In this sense, our new visual brand reflects the idea that the Chamber is more than the sum of our parts, and that we can achieve more together than we ever could alone.

Our New Tagline

There were three words that came up over and over again in our discovery conversations. These words resonated powerfully, and evolved into a concise new tagline for the organization:
Convene. Empower. Act.

Convene

The Chamber has been said to be a “convener” of people, businesses and resources. Dating back to our earliest endeavors as a Chamber, we have achieved a great deal by connecting people with resources that bring ideas to life.

When we convene, we build bridges—like we did with the Golden Gate. We rebuild downtown centers, like we did after the 1906 earthquake and like we are doing right now. When we convene we support schools, like the Santa Rosa Junior College. We create hospitals, including Memorial Hospital. We extend runways, such as the Santa Rosa Airport.

Empower

Empowering our members means embracing new ideas, industries, and pathways to economic development. It also means recruiting, training, and retaining our most qualified workforce. It means building connections and realizing opportunities for our members. Now and in the future, it means continuing to inspire people, elevate business, and support growth in our community.

Act

Above all, the Chamber organization is rooted in action. The Chamber’s history speaks volumes to what can be achieved when we apply ourselves through collaboration and support.

Looking Ahead

A strong, coherent brand is an important piece of organizational infrastructure. With the new brand now in place, the Chamber is better prepared to take on new opportunities that improve our regional economy, nurture a pro-business environment, strategically expand programs, and enhance our collaborations in the community. We look forward to carrying on the great momentum that this project has brought to the Chamber organization, and sharing that energy with you.

Special Thanks

We would like to extend a special thank you to our board committee members:
Nicole Arnone, Cipolla Financial and Insurance Services
Ryan Beach, Redwood Credit Union
Aaron Friedman, Sign-a-Rama
Kerry Rego, Kerry Rego Consulting
Jeff Weber, Keysight Technologies

Also, congratulations to the Chamber team and our volunteers:
Chelsea McKenna, Chelsea McKenna Designs
Sara Soergel, Tonic Marketing
on rolling out the new brand!