Brand and Business

Bravo to the Nashville Technology Council! (Nashville, Tennessee, that is.) In a press release dated January 22, 2009, the Council announced the unveiling of a new brand identity. Why does this make me happy? It isn't that they have a new logo. It's that they apparently understand what brand development really is and what it can do for them. They understand that their brand strategy is in fact a business strategy. How do I know? The answer is embedded in these quotes:

"After careful assessment of the NTC’s current focus and strategy, we found several new and exciting ways to connect with our current membership and attract additional members through this branding process," said Beth Chase, President/CEO, C3 Consulting and Board Chair for the Nashville Technology Council.
“The branding process was evolutionary from understanding who we are, to strategic insights, to a thoroughly imaginative creative phase,” said Chris Stovall, CEO of Digital Pigeon. “I believe we are on the right path to position the NTC for success for many years to come.”

They didn't just do a brand identity development project, they created a brand positioning strategy to drive the business. These smart people see beyond a marketing campaign, understanding that brand it is at the heart of the very existence and success of the organization.