Achievement of a cohesive brand is a top priority for AONB Partnerships and Conservation Boards.
This was agreed at Conference 2010.
NAAONB The National Association Areas of Outstanding Natural Beauty Brand and Identity Guidelines
“Brand” may be defined as “the bundle of values, feelings and impressions that key stakeholders have of an organisation”. Every impression formed in the mind of a member, a funder or a politician is also part of the brand. Every message sent out by one of our Chairmen or Lead Officers is also part of the brand, as is every communication from one of our JAC or Board members, our volunteer wardens or rangers, our office managers, our project officers. In short, while communication officers are pivotal in brand development, each and every one of us in every part of the AONB family has a vital role to play in our unique brand.
Why is this important? In brief, brand confusion creates risks. These can include losses: in funding opportunities, in public “buy-in” and also in respect. Brand coherence, meanwhile, boosts profile and positioning locally, regionally and nationally. It opens doors to fundraising and influence.
The following guidelines have been developed to clarify use of the visual elements of our brand.