American Pet Products Association (APPA) is an organization recognized as a leader in the pet products industry primarily through its trade show (Global Pet Expo) and consumer research studies such as the APPA National Pet Owners Survey.
Brand Federation was tapped to reinforce the association’s brand value to maintain its leadership position in the pet products industry.
In partnership with CSG Creative, Brand Federation created a new brand identity for the association that evolves its position in the pet products industry.
Brand Federation embarked on a research process that involved talking to various internal stakeholders, a quantitative study with its members and potential members, and extensive secondary research into pets and pet products to understand:
The research uncovered the association’s heart and purpose that was a part of their DNA, but under communicated: a passion for the community who stand behind our pets. From manufacturers to suppliers to retailers.
Informed by the research, Brand Federation developed a brand platform centered around the idea that APPA is the association behind that community who stand behind our pets – the most experienced and knowledgeable manufacturers, suppliers, and retailers in the pet products industry. Equipped with a purpose-led mission, the brand platform has given the organization more room to grow.
The brand identity effort was successful in developing a platform that helped clarify APPA’s value to members, simplify brand communications, and amplify the association’s voice in the industry.
