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

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

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

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

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

6. 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

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

8. 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

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

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

11. 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

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

13. 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

14. 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

15. 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.

16. 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.

17. Insert manual
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18. Insert manual
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19. 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.

20. Questions