The Status of the IECA Brand
By Phil Handley
Howdy again to y’all from Texas! The topic of my update is the progress of the IECA brand. IECA-the oldest and largest association dedicated to erosion control that addresses key issues in both stormwater management and natural resource protection-experienced its 40th anniversary in February 2012. In our 40 years of existence, the IECA logo, with its three interlocking brown, green, and blue rings, continues to be the recognized symbol of the essence of IECA. That essence of IECA is what is called the IECA brand.
What Is a Brand?
First, let me discuss the definition of a brand. A brand is a set of perceptions and images that represent a company, organization, or entity and is the essence or “promise” of what will be delivered or experienced. For example, can you imagine the Prevent Wildfires Campaign without Smokey the Bear? Or, the anti-crime adds without Scruff McGruff, the crime-fighting dog? Probably not!
One’s perceptions and images represent the brand of these programs, and Smokey the Bear and Scruff McGruff are merely the logo/icons that serve to visualize the essence of the programs’ brands.
As a native Texan, and since it is spring, I would like to share a regional brand example highlighting a short history that identifies the essence of the Texas brand: the Alamo. The battle of the Alamo is one of the defining moments in Texas Independence that today stands as a brand to the essence of Texas, its history, and its story. In 1836, in efforts to gain its independence from Mexico, nearly 200 Texans gathered at an old Spanish mission, the Alamo (built in 1718), to defend a strategic position and to delay a massive advancing army, allowing Texas leaders time to establish a constitution and an army. Beginning on February 23, 1836, daily battles took place, and on the morning of March 6, the Alamo fell. Weeks later, the massive army of Mexico was defeated at San Jacinto (near current day Houston), and as the Texan army engaged, they shouted “Remember the Alamo!” Today, many visitors to Texas visit the Alamo, the “Shrine of Texas Liberty,” and their thoughts, images, and perceptions recall the brave, heroic acts of the nearly 200 Texans who gave their lives in the name of freedom and independence for Texas. This is a compelling story and a Texas brand.
Refreshing IECA’s Brand
Regarding the IECA brand, as the new president of IECA in February 2011, I had the opportunity to sit in on a presentation by Judith Guido, of Guido and Associates, titled “Brandscaping.” Thanks to Guido’s presentation, many of the concept specifics identified in her presentation are being used by IECA (and referenced by me in this article). As a program manager, I recognized and understood organizational branding, but the presentation triggered a thought that, after nearly 40 years of existence, perhaps the IECA board needed to re-evaluate our brand (as time has brought many changes to our industry in regard to regulations, technology, methodologies, research, products, and business culture). I brought the idea to the board in 2011, and the consensus was to devote time to review the brand and its complementary strategies. We have since spent two sessions in discussion of the brand and associated strategies to support the brand.
A brand establishes the direction, leadership, clarity of purpose, inspiration, and energy for an association. A brand minimizes internal “turf battles” and unifies everybody in working toward a common goal. Established brands, such as the IECA brand, inspire such expectations as low risk, high value, subject matter experts, trustworthiness, reliability, dependability, and ease for membership to do business with IECA.
The brand establishes who we are and what we do and embellishes our personality as an association. It identifies why we do what we do and why individuals in our industry should seek membership opportunities with IECA. The brand represents an investment by and for membership, not an expense.
An established brand serves as the “tie-breaker” for consumers facing decisions on membership opportunities between equivalent value organizations. In a world where competition is prevalent, individuals in our industry must choose where to invest their membership fees, time commitments, and loyalty to a mission. It is IECA’s desire to be the preeminent choice for individuals seeking a home among peers in our industry.
Making Erosion and Sediment Control Happen
An IECA brand is actionable, and we can (and will) build strategic initiatives around it. Recently, IECA engaged a very large and significant strategic initiative: the regionalization of IECA. To become a more efficient and regionally focused IECA, two regions-Region 1 (Western Hemisphere) and Region 2 (Eastern Hemisphere)-were developed and implemented. While work continues on this initiative to iron out some of the kinks, the regionalization effort is working successfully.
The Region 1 Board has been working on development of strategic initiatives and actions to support the new brand, which in general terms identifies the sense of purpose for IECA, as we believe a better environment is possible by preventing soil loss. Development and support of an IECA brand is our most valuable strategic asset, as it affects all of the association’s underlying economics and values.
In the board’s initial discussion on branding and strategy, we identified through open discussions that IECA is an organization that “makes” erosion and sediment control happen. We have fun, we are down-to-earth and approachable, and we provide a welcoming environment to newcomers. Our desired outcomes for our core competencies are education credibility, networking/problem solving, and external relationships/influence.
Also identified in discussions was the recognition of four primary groups that establish IECA, these being (in alphabetical order) academia, government, manufacturers, and practitioners.
As a nonprofit educational institution that supports the IECA brand, our eight Education Technology Section Areas were amended in 2012 to better represent the technical expertise of the association and to provide alignment with the current industry focus areas. These technical areas are now defined as erosion and sediment control, surface water restoration, stormwater management, and MS4 management.
In addition, a brand promise to association stakeholders and members is currently in a development process with the intent to focus on elements of the brand that include achieving certain results, delivering a certain experience, and acting in a certain way.
The desire is to deliver up-to-date, credible, relevant education; to bring together the best minds in the industry; to provide tools to members and the industry to solve problems and to execute jobs better; to influence policy by bringing practical solutions and solid science to the regulatory process; and to give back to the worldwide community to minimize soil loss and its impact on the environment.
The IECA brand is personal. The IECA brand is reflected throughout our association, since we are a “member” association. IECA members represent all of the technical disciplines of our industry and work each day to educate, support, network, and live the IECA brand.
In closing, a great big “Thank You!” to all of you who support IECA’s mission and the brand and who continue to support and encourage our IECA Board of Directors through your individual efforts and work throughout the IECA chapters.