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Brand Platform Story of Development


AMA-Richmond enjoys a strong local and national reputation earned as a result of 46 years of leadership and success. To carry on—and build on—that legacy, the AMA-Richmond Board of Directors recently sought to revitalize our brand by creating a platform to better reflect the personality and voice of our members and the marketing community.

To kick off the brand refresh, we conducted an exercise known as a visual brand driver. The outcome helped establish keywords that best describe the current state—and future vision—of the AMA-Richmond chapter. This became the foundation for the brand platform. Four pillars defining our core function and purpose were added for stability. And our mission tops off everything with a roof. This sound structure we call the Brand Platform is a visual tool that, with consistent use over time, will provide more distinctive and ownable communications for the chapter, and a pathway for consistent decision-making regarding everything from policy to events.

With the Brand Platform complete, the board then leveraged brand strategists to create a new tagline, which emerged as a single word: CONNECT. The word best represents the platform, clarifies the message, and better positions AMA-Richmond in the market as “the” place for marketing professionals to connect for networking and professional development.

It is our hope that bringing this vision into focus will empower our leadership in building a first-class brand that fuels continued momentum for the chapter.
 
 

 

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