Vision values and branding
The Inland Waterways Association has a vision for the future and a plan for the next five years. And among many other things, that means a new logo for WRG. Alicen Stenner explains...
Vision, Values and Branding It was WRG’s parent body the Inland Waterways Association’s Annual General Meeting at the end of September, and IWA trustee Paul Rodgers (also WRGie and member of Marketing Committee) presented IWA’s Vision for the Waterways alongside an outline of objectives for the next five years. Trustees and other advisors (including WRG Chairman Mike Palmer) look upon this as a turning point for the Association. IWA has over 70 years of history - and look how much has changed over that time? We can only sit here and imagine what will change for our waterways over the next 70 years. How much can IWA contribute to this change, or lead this change, or support others through this time? Without a re-think IWA could become a bit-player rather than the national champion of the waterways. If we think about what the country’s waterways need at this time, it probably boils down to the following:
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A powerful advocate and champion for its rivers and canals An organisation that will protect and expand this national asset for the millions who enjoy and benefit from it An organisation to envision and campaign for the future of the waterways; coordinating, advising and holding accountable all who influence that future An organisation to continually reassess, understand and coherently communicate what the ‘regeneration of the waterways’ means NOW and in the FUTURE.
IWA is uniquely placed given our independence, our wider perspective, and our strong heritage to champion for those millions the cause of the waterways. We want to ensure that they never come under threat again and also that they are developed to realise their even greater potential. Our members and volunteers know the waterways inside out – whether in water or under restoration. We can use this unique knowledge, experience and our distinctive position to lead and instigate national campaigns, unlike any other waterways body. In the past IWA has talked about waterways for the benefit of ALL and today we must demonstrate that we still campaign for all. We must champion the benefits of the waterways and resist any activity that restricts or damages them. We have to drive national awareness, debates and public opinion about the waterways and we can only do this if we are a whole lot more PRO-ACTIVE. There is an opportunity that we must seize to establish IWA as the independent, future-focused, custodian of the waterways as a national resource, champion of all waterways users, and the indispensable authority, reference point, and ultimate influence on the future of the waterways. Having agreed the vision and direction, the team turned their attention to the main areas we should focus on over the next 5 years to make the biggest difference to the waterways. Our key themes are:
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