Seaports Magazine - Spring 2015 - (Page 10)

»FEATURE BUILDING A STRONG BRAND Ports recognize that who they are and what they stand for is as critical as how they look By Meredith Martino M The 2014 Community Day at Port Saint John in New Brunswick, Canada. 10 AAPA SEAPORTS MAGAZINE any ports live and die by their numbers: container throughput, volume of cargo, value of cargo, regional jobs, truck turn times, economic impact, tax revenue generated and so on and so forth. But numbers don't tell the story of a port. They're facts - cold, hard and impersonal. There's no narrative to them. They are not who a port is in the eyes of its partners, community or customers. Ports throughout the hemisphere are recognizing that they need to create strong brands for themselves in order to succeed. And they are embracing increasingly sophisticated concepts of brand that go far beyond old ideas of a merely having a consistentlyused logo and coordinated color palette. Amanda Kaiser, Chief Path Finder at Kaiser Insights LLC, describes brand affinity as "the emotional aftertaste after an experience with a product, service or company." "When people say brand, they think it is synonymous with logo, the same way people think marketing is synonymous with advertising," said Kaiser, who worked the bulk of her career for Crayola and an advertising agency supporting Crayola before taking her branding expertise to the association and nonprofit sectors. Kaiser encourages her clients to focus on five elements of a strong brand - elements that can be applied to ports, as well as the associations and charity organizations she typically works with. 1. Look is the colors, design, photographic style, illustrations, logo, patterns and fonts used on an organization's website, brochures, printed materials, signs, email templates and published materials.

Table of Contents for the Digital Edition of Seaports Magazine - Spring 2015

AAPA Headquarters
From the President’s Desk
Building a Strong Brand
Laying a Foundation for Success
How Tenants and the Freight Community Bring a Brand to Life
The Value of Awards for Ports
Ensuring Cost-Efficient Transportation to Global Markets
‘Welcome to Our Port’
Port of Port Arthur’s Camp Sea Port Sails into the Future
Advocating Seaports Issues Before Policymakers
Index of Advertisers

Seaports Magazine - Spring 2015