How do we create a membership brand fit for the future?
The RCSA is the leading industry and professional body for the recruitment and the human resources services sector in Australia and New Zealand. It represents approximately 3,000 company and individual members. The RCSA brand has been in existence since 1997. During this time, the brand has served the organisation well. However, changes in the market, including consolidation and the increased attraction of the on-hire proposition gave an opportunity to revisit the brand.
The RCSA represents individuals, recruiting businesses and also in-house recruiters. However, the RCSA speaks frequently with government and policy makers as well as the press. Therefore, the RCSA brand needed to have impact across all of these groups. With a primary objective to acquire new members and a secondary objective to retain current members, the brand strategy focused on the delivery of the compelling value proposition 'Leading in the World of Work'. Extensive research found that members looked to RCSA to take the leadership position, be the industry thought-leader and big agenda setter.
The value proposition resonated with internal staff and members that it soon became used as the tagline, integrated into the newly created, modern and contemporary logo and brand identity we designed that reflects this new organisation.
As Chief Executive of a peak industry body, with a new vision and need to lead our members with a fresh, yet respectful, new brand I found Sarah and the BrandQ team inspiring and easy to work with.
There was great respect for the constraints we were working within yet, importantly, a willingness to challenge me and the Board on what would service us well over the next decade, rather than simply the next ten months.
Well done BrandQ, we’re so happy to rally behind our new look, feel and spirit!
Charles Cameron, RCSA, Chief Executive Officer
Insights, Value Proposition, Naming, Logo, Tagline, Visual Identity, Digital Strategy & Design, Guidelines