The basic precept to Integrated Mobility is derived from a set of beliefs to provide seamless connectivity all the way from the first mile to the last mile of a journey. This set of beliefs, perceptions and associations are expressed and communicated in a Brand Strategy which acts as an organization’s DNA, it is expressed through the name, visual identity and all products, services and behaviours. By consistently reinforcing the brand strategy to all touchpoints through marketing and communications initiatives, an organization has the ability to emotionally connect and build a profile with riders.
Developing an Integrated Mobility Brand requires an understanding of the goals, perceptions, and aspirations of the client, their customer base and target market. The objective is to envision and articulate the emotional needs of riders across all segments, and what riders expectations are in terms of mobility choices. HSR is in the process of developing a brand that will signal a shift from a transit agency to an Integrated Mobility System.
To this end, a broad range of city and transit staff were interviewed by Entro Communications along with a wide ranging set of citizens, thought leaders and business leaders, to envision the value proposition, its brand positioning, brand architecture and key message strategy for the evolving HSR system. Through this rigorous engagement process a brand strategy was formulated that was tested with Customer Experience Labs and a qualitative survey. Six hundred riders were engaged across all key market segments.
Through a unique positioning, the emotional needs of riders across all segments, in terms of integrated mobility were articulated. With the brand strategy complete, the next step will be the creation of the name, visual identity and language, and marketing strategy.