In 2018 we embarked on an initiative to conduct internal work on identity, branding, and organizational goals. Our board, staff, and representatives from organizational partner groups engaged hyper-local Seattle agency, Milepost 59, to guide us.
Milepost 59 facilitated a rich process of introspection with our organization as we delved into work they call “Brand Gravity.” We came out of this with a powerful WHY, a refreshed vision/mission—and an updated name and logo! But the work is ongoing, and only just beginning.
What is “BrandGravity” and what does it mean to us?
The Beacon Hill Merchants Association is now Beacon Business Alliance, and we have so much more to show for the work we’ve done behind the scenes. In addition to honing in on our motivations (our “WHY”) and identifying our uniqueness, we contemplated our effectiveness and how to get—and stay—focused, for maximum efficiency. We rewrote our mission statement and really dug into who we are, what we do, and how we do it.
Take a look at some of the fruits of our internal work, our current work, goals, and some of the identity work we’ve put in writing to help us stay focused and true to our mission. We’ve been truly inspired by this process and we hope you’re as excited as we are about the future of the organization.
BBA – Networking Happy Hour, 3/19/19 @ El Quetzal restaurant
Community work through an Equity and Inclusion lens, and learning how to walk the walk of intent …
We’re executing a multi-faceted approach to community health and preservation, including training support from Equity Matters, through the city’s “Only in Seattle” program. We’re working with the city, developers, and partner organizations to keep businesses and culture in place, to bring displaced legacy businesses back, to uplift and promote our wealth of artists, and to celebrate the many and varied contributions of our diverse community members.
We know that our work is only beginning and that time is not on our side. That we must work swiftly, but with care, to bring all voices to the table to effect the change necessary to establish a truly equitable and thriving Beacon Hill that we will all recognize and be proud of in years to come, that all stakeholders will be able to say—I was a part of that. I see myself in this place, and I love it.
Our WHY and what we learned about how to use it:
Our WHY or purpose statement should be thought of as the driving force and ultimate motivation behind everything we do at BBA. We “love people and place.” That means we love our neighborhood, and we love the people here. It means we approach every personal interaction and every neighborhood initiative from a loving place. Sometimes things get challenging, sometimes we need to look for a balance between people and place. But in everything we do, our first question should be: Are we doing our best to love both people and place?
Guide Beacon Hill to be a more prosperous and inspiring community
Looking ahead, inspired and hopeful—but moreover: determined
As our neighborhood continues to recover from the impact of the COVID-19 pandemic, we’re embracing 2023 fully inspired and committed to maintaining a trajectory that helps to guide Beacon Hill through the many changes and challenges coming to our neighborhood must face, supporting small business all the way. We’re determined to see inevitable changes happen equitably, bringing prosperity to everyone who lives and works here.
Here at home and beyond, Beacon Business Alliance is a beacon of hope and an organization that not only intends to be here holding the front lines as the changes keep coming but to continually renew our commitment to the neighborhood, and to invite all community voices to the table—meeting them where they are—to actively participate in shaping the Beacon Hill of the future.
For people who love Beacon Hill’s ethnic,social, and economic diversity, BeaconBusiness Alliance promotes the neighborhood,connects stakeholders, and guides thecommunity’s evolution toward an inspiring,thriving, and increasingly livable place for everyone.
—Beacon Business Alliance positioning statement
Brand Gravity Every Day
With Milepost 59, we created this poster as an everyday reminder of the gravity our brand has if we stay focused on our mission and the agreements that we’ve made to one another within the organization, as well as with our membership and the community at large. We’d be happy to answer any questions about and provide more insight into the process. Contact us at firstname.lastname@example.org. (Click on the image below for a larger, dynamic view.)
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