Effective communication is the key to success when introducing bus rapid transit service. Developing a strong brand is particularly important as it helps communicate the features and benefits of the new service.
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2. Today’s Agenda
What is a brand?
How does it work?
Viva, York Region
Lessons learned
3. What is a brand?
A brand is an idea
and perceived value,
formed by its intended
audience, based on a
company’s culture,
product, and service.
4. A brand isn’t what we say it is…
it’s what people think it is
5. More than just a mark
Logo
symbolizes all the things you want your
customer to believe about you
connects to the idea
Idea behind the logo is key
6. Steps in the branding
process
Market analysis
Brand architecture
A big idea
Marketing communications
Employee involvement
Measurement
7. Coffee…or an experience?
“We care about giving
our customers a
personal and enjoyable
experience in an
environment where they
can relax with a good
cup of coffee, share a
treat with friends, find a
gift for a family member
or discover new music.”
23. System-wide
boardings are up over
35%
Weekday Viva transit
boardings are
approaching 31,000
Transit mode share is
increasing
In less than two years…
24. Importance of public transit
0
10
20
30
40
50
60
70
Top Priority Medium Priority Low Priority
2003
2006