Forest Concepts, LLC is a successful, innovative forest products company leading the industry in new ways of thinking about wood products. Leaders in the creation of a small diameter timber economy in rural communities across North America, they are nationally recognized in the development and commercialization of new uses for roundwood and biomass.
Branding Overview
When Forest Concepts decided to develop a new line of products targeted to the urban retail market they needed a strong brand identity. Forest Concepts sought to maximize the brand equity - the value of the brand in the target customer's mind - for its new products.
We developed a clearly defined brand that is compelling and credible to its target audience. Key elements of the brand include:
- Internal strategies, marketing activities and tactical communications that are fully integrated into company practices. It includes a plan for program actions, internal strategies and customer interactions. Activities range from staff training to website development to customer relations.
- Communication plan with carefully considered messages and a plan for communicating those messages inside and outside the company.
- Graphic elements that encompass the physical embodiment of the brand - such as logo, colors, typography and graphic templates - that provide memorable associations and "shortcuts" to brand meaning.
The development of the Siskin Ridge brand challenged and sharpened the company's mission, values, principles, associations, and business practices. The process defined the company's most compelling strengths and offers elements to differentiate it from its competition in substance as well as image. It defines the essence that draws customers in and ensures their future loyalty and commitment through company practices that support the brand.
The Siskin Ridge brand formulates a promise to the customer. When the company delivers on that promise, customers will experience high levels of satisfaction with the brand making it more likely that they will prefer the brand and influence others to purchase Siskin Ridge products.
Branding Process
The Siskin Ridge brand was built "from the inside out". We followed a step-by-step approach developed by Marckworth Associates that included the Forest Concepts team in every step of the process.
- Brand Assessment
Forest Concepts staff completed a guided self-study of internal and external factors related to the company and their roundwood division.
- Brand Development
The next phase was refinement of the information gained through the brand assessment. We developed a brand promise, defined the strategic role with customers, on-brand company practices, company personality and company history.
- Selection of Brand Names
Siskin Ridge was selected as the brand name, with Siskin Ridge ProjectPoles and Siskin Ridge Roundwood Supply as product names.
- Determination of Siskin Ridge's Place in the Forest Concepts branding hierarchy
Siskin Ridge, a new division of Forest Concepts, LLC, focuses on the distribution and marketing of roundwood materials, products, plans and kits. It has three product lines: Siskin Ridge, Siskin Ridge ProjetPoles, and Siskin Ridge Roundwood Supply.
- Development and Design of the Siskin Ridge Logo
We developed a basic Siskin Ridge logo plus adapted versions for Siskin Ridge Roundwood Supply and Siskin Ridge ProjectPoles product lines.
- Siskin Ridge Brand Identity Guidelines
Brand Identity Guidelines were completed to define uses, sizes, placement and color palette. This gave Forest Concepts direction for use of the logo in order to maintain brand integrity.
- Siskin Ridge Brand Stories
Read the Siskin Ridge Brand Stories »
Because the idea of using roundwood products is new to consumers, we needed the Siskin Ridge brand to attract and educate potential customers and build on consumer attraction to the product We developed a Siskin Ridge story to amplify the brand meaning. The story was then refined into four key messages. This became the essential communications to the target market through internal strategies, marketing activities and tactical communications.
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