CASE STUDY
Central Tablelands Water
Building a Vibrant Brand Identity
Central Tablelands Water (CTW) is the trading name adopted by Central Tablelands County Council, a water supply authority under NSW Local Government Legislation. The county area embraces the Shires of Blayney, Cabonne and Weddin.
Bulk water is also supplied to Cowra Shire Council to service rural consumers and the villages of Woodstock and Gooloogong. The Council currently has approximately 6,000 water connections and provides potable water to around 15,000 consumers in 14 towns and villages.
Central Tablelands Water engaged Ready Marketing (formerly Adloyalty) in 2018 primarily for a brand development project to position themselves as a distinct identity - the Regional Water Authority of the future.
An Inclusive and Collaborative Approach
The brief was to take an outdated, tired brand that was difficult to work with and reposition CTW as a progressive, innovative water authority. Central to the branding project was that when people think water, they should think CTW – ‘the’ supplier of quality drinking water for more than 80 years.
Brand workshops were held with a broad range of representatives from CTW, Cabonne Council, Blayney Council and Weddin Council. The emphasis was on the project being an inclusive and collaborative exercise conducted with key project members to help guide direction.
Project briefings, a brand review, full environmental scan of industry sector brands, and a brand audit were conducted to ensure all touch points (including website, marketing collateral, publications, communication tools, signage, and uniforms) were considered in the process.
The vision for the brand encompassed quality, reliability, and sustainability along with CTW’s role as a regional collaborative partner and leader. Reflecting these strong values was a key outcome of the re-brand.
Outcomes
- Effectively facilitating inclusive collaboration between CTW and three separate LGA’s.
- Successfully building a vibrant brand identity to reposition CTW as a progressive, innovative water authority into the future.
- Ensuring all marketing touch points were considered via a comprehensive review and audit guaranteeing the rebrand had buy-in and was an overall success.
