For regional commerce, business and community stakeholders, the Rogers Lowell Chamber brand represents THE trusted organization of local leaders SERVING TOGETHER for the betterment of community by influencing responsible economic growth, sustaining our quality of life, and working as an advocate for businesses of all sizes.

What happened:  During 2022 (May through December) the Chamber completed a five-phase brand development and refresh strategic project:

• Phase I (Discovery) included a brand audit, online survey to the community and focus groups to gather insights from our key business stakeholders and audiences that our brand touches. We listened and learned from leaders of all generations. We were told their stories about why the Chamber exists, what differentiates us, what problems we solve to meet their needs, why what we do is important and relevant, and how we can do better. These insights were instilled into a new brand strategy to position our brand better for the future, especially with the next generation of leaders who are, and will be, serving business and community together with the Chamber.
  
  
• Phase II (Assessment and Ideation) conducted brand workshops with staff and stakeholders exploring insights from our research to redefine our brand’s positioning, promise, personality, and brand story for better alignment with our organization’s Vision and Mission.
  
• Phase III (Messaging & Creative Design) included writing a new brand strategy document that inspired a new concept for our brand identity along with a refreshed logo “look and feel” and tagline representing our brand promise. The new tagline, “Serving Business & Community Together”, represents that promise and is the single most important thing we promise to deliver to our members, investors, partners, and customers, and it’s what they expect from every interaction with us.
  
• Phase IV (Strategic Brand Planning) defined and documented into a Brand Plan what we are going to do to build a branded house and manage brand communications to ensure consistency and engagement at all brand touchpoints.
  
• Phase V (Organizational Buy-In & Launch) included approval of the new strategy and identity at the October Board Retreat, creation of internal/external launch plans, and the start of transitioning the new brand identity to all touchpoints from letterhead and business cards to websites, social media, publications and building signage.

Why it’s important: From our beginnings in 1922 to now, the Chamber is working hard to remain relevant and necessary by cultivating local business and community leaders from all backgrounds. Our brand story’s heroes are the servant leaders of yesterday, today, and tomorrow. Our new brand image is modern, vibrant, and welcoming and positions the Chamber for a successful future.

The bottom line: We’re passionate people serving together to create a thriving community for all.  That’s the Chamber brand’s enduring promise.

And finally: A big thank you from the Chamber’s Marketing Communications team to all of you who worked with us during each phase to make this happen - our customers, members, partners, investors, board of directors and staff.  Each of you contributed in one way or the other. We encourage you to become one of our new brand’s ambassadors as we push forward to an exciting new era.