Tania Crosbie Executive Director Education and Marketing BRAND PRESENTATION Tania Crosbie Executive Director Education and Marketing

What is a Brand? Is it a name? Nike is more than just a name

Is it a symbol? Nike is more than just a symbol

Is it a product? Its more than just a running shoe

A brand is a collection of perceptions in the mind of the consumer.

It’s a promise It’s intangible It’s what consumer’s think about your business, product or service Its not what YOU say it is, it’s what THEY say it is It’s embodied in what we do, think, communicate and present

When you think of Nike you think Freedom Healthy Motivational – ‘just do it’ Active Leadership

What do you think these brands stand for? Google- Young, Innovative, smart, knowledgeable, tech savvy, first to market Green Peace- activist, socially responsible, passionate, environmental Apple: Innovative and first to market Qantas- traditional, safe, Australian

The brand MUST be differentiated! People have lots of choices Most offerings have similar offerings and features People tend to buy on TRUST

Build charisma and personality into your brand & they will trust you

What do our members think of Green Star? Positive Sustainable buildings Worthwhile investment Differentiates my building Provides competitive advantage Healthier environment Corporate Social Responsibility Negative Difficult to achieve Costly to implement Confusion with NABERS Confusion with other “green stars” The “short-pants” brother of LEED and BREEAM

THE MARKET IS “AWARE” OF GREEN STAR – IT IS NOW TIME TO EDUCATE THE AUDIENCE FURTHER ON OUR POSITIVE ATTRIBUTES

Current Green Star Logo The current logo is used for certification purposes only. The logo does not transfer to marketing communications. Colours cause confusion Various colours of the Blob Common thread is lost amongst the colours Can’t read the explanation of what it is- do we need this at all

Current Green Star Logo in the marketplace Point out the differences with where the “Stars” are placed The incorrect usage of the as-built working The use of “World leadership” wording on one and not the other

Our Green Star Brand personality Leadership Confidence Aspirational Valuable Develop “personality” for brand Green Building leadership nationally Mark of excellence in green building globally Something to be proud of Develop elements for usage Suitable for billboards, print, digital and electronic All communication needs to reinforce the Green Star brand personality - Able to complement GBCA logo The design process has taken nine months in development. So the Green Star logo needs to also reflect these features – it needs to be strong, clear, uncluttered and visible.

Proposed Green Star logo Talk about the clean, sleek, simple logo helps to build the “personality” of Leadership and Confidence. The colours reflect “aspirations” of green The new “star” represents the value or creditability Logo Symbol - The star symbol created is distinctive and more unique than a commonplace star. This icon gives the identity strong recognition in an over crowded market. The shape of the star wraps around the ‘g’ to form a comfortable relationship with the type. Colour - Colour has been used to differentiate the words ‘Green’ and ‘Star.’ - The crisp apple green has been adopted to give a modern and contemporary feel whilst placing it in the context of sustainability. - The charcoal grey complements the freshness of the green. Green Star typography - Green Star typography is in lowercase and can be used in a linear or stacked version. - Typeface chosen is Helvetica Neue Light for ‘green’ Helvetica Neue Bold has been used as the basis for ‘star’. The letter forms of ‘t’, ‘a’ and ‘r’ have been subtlety manipulated to create a unique and harmonious typographic formation. Summary - The grouping of the symbol, colour and typography creates a dynamic and cohesive relationship giving long lasting recognition to the global identity of greenstar.

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Next Steps Board approval to continue the brand development process Test with members to seek reaction Develop certification mark Commence trade mark process – in Australia and internationally Develop brand strategy Develop brand language and style guide Develop implementation plan – dependent upon launch date and style of launch.

Questions