Branding Kennecott Land
With a name like
Kennecott, who needs to worry about branding? The name is
one of the most recognizable and respected names in Utah.
But Kennecott Land is a fairly new entity – a subsidiary
created for the sole purpose of managing the company’s huge
land resources across Salt Lake Valley’s West Bench.
To help Kennecott Land define its individual brand,
Wilkinson Ferrari & Co. has been guiding the company through
a process that:
- describes what Kennecott
Land stands for;
- includes the perceptions
the company wants their constituents to feel and believe
about it; and
- is something the
Kennecott Land team truly believes in.
WF&Co. began the process by
looking “inside” to the people who work for Kennecott Land.
What was their understanding of the Kennecott Land vision
and mission? We found that Kennecott Land had the early
branding advantage of a strong sense of purpose: The company
exists to develop communities along the West Bench that
reflect the values that are important to the people who live
here – values like strong and safe neighborhoods, quality
education, a healthy and sustainable environment and a
vibrant local economy.
The next step was to evaluate how those concepts would be
perceived amidst the already existing attitudes and
perceptions of Kennecott Utah Copper. Through a two-phased
research project, conducted by Wirthlin Worldwide, we found
that Kennecott was seen as a corporate leader, a long-time
community partner and a company who would do things “right.”
These were attributes that Kennecott Land could adopt as
believable aspects of the brand personality. But other brand
aspirations – such as those dealing with the environmental
sensitivity – would have to be demonstrated over time.
Something Kennecott Land is poised to do.
The branding process has culminated with a document that
will serve as an inspiration to the company – by
articulating the substance at Kennecott Land’s core which
gives it strength to prosper and grow. Aristotle said “Know
thyself.” Kennecott Land does. –Lindsey Ferrari
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