2024MarchApril-CJ - 4

PRESIDENT'S MESSAGE
Embracing Your Brand
WE OFTEN SEE THE TERMS " logo " and
" brand " being used interchangeably, and
while a company's logo lends itself to
the overall brand of the company, there
is more that goes into establishing the
entire brand of a successful company than
marketing imagery.
During our 70th year
anniversary, NARSA has
taken the opportunity
to both recreate our
logo and revisit our
brand to ensure that
our association is
putting out the best possible product to
our members. In our most recent EOS
(Entrepreneurial Operating System)
retreat, the Board of Directors and the
Executive Team examined our mission
statement, our core market, and what
separates us from any other association
in the world. Our core focus across
this 2-day retreat was to evaluate the
NARSA " brand, " and how to make it
better during our times as stewards of
this association. Over the last few years,
NARSA has stayed true to its core focus
of providing " One Idea, One Opportunity,
and One Connection " for your business,
and our eff orts as members of the board
refl ect that.
First, let's look at how ChatGPT defi nes
the word brand:
" A brand is a unique identity or image
associated with a product, service, or
organization. It encompasses various
elements such as a logo, name, design,
slogan, and overall perception in the
minds of consumers. Brands are often
used to diff erentiate products or services
from competitors and to create loyalty
and recognition among consumers.
Eff ective branding involves carefully
crafting a distinct personality, values,
and messaging that resonates with
target audiences. It plays a crucial role
in marketing strategies, infl uencing
consumer purchasing decisions
and building trust and credibility in
the marketplace. "
There are plenty of common brands
that have stood the test of time: Nike,
the Harlem Globetrotters, Nintendo,
Smith and Wesson, and all of them have
prioritized their brand in a way that has
allowed them to diversify their companies
to uphold their values.
In 2007, I enrolled at Campbell University
to attend college as well as compete in
athletics in their baseball program. The
program that I walked into was hopeful to
have a 20-win season over the course of
60 games, and even though the Campbell
Camels had been good in years past, the
2 | THE COOLING JOURNAL | March/April 2024
Bryan Braswell
NARSA/IDEA President 2022-2024
bryan@rockymountradiator.com
program had not had a winning season
since 1998. Over the next few years, we
acquired a new coaching staff that was
concerned with building our baseball
program from the bottom up. This meant
analyzing the types of players we recruited
to uphold our values, investing in our
facilities, and re-branding our organization
to a program that would someday become
a national powerhouse. The movement
gained momentum early on and continued
as a legacy-so much so that they are
currently ranked nationally against the best
programs in the country. The commitment
to our program, the Campbell " Brand " ,
and the players within the organization,
the Campbell University baseball program
is now a well-established team within the
United States.
A company closer to home and within
NARSA/IDEA that makes great eff orts
to support their brand is Radiator Supply
House in Sweet Home, Oregon. On
2024MarchApril-CJ

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