By Jim Szymanski, Director of Communications
Washington Retail is making final checks in preparation for the unveiling of a new brand next month.
The outcome will be the result of nearly a year’s work of reviewing and rethinking our mission, programs and services and how we communicate information about them to lawmakers, business associations, the media, our members and the public at large.
When we launch, you’ll notice new logos for the association and our subsidiary, Retail Association Services. The websites have been simplified and redesigned with an emphasis on order and ease of use. They will outline the significant economic impact of retailers and include prompts for visitors to engage further with us for more information or to consider membership.
The sites are lively and will include more frequent updates of news and developments on issues we’re following. Our areas of focus on legislation and services are clearly stated. The sites are easy to use and navigate between our non-profit and for-profit sides when considering membership.
This will be the first update of the association’s brand in more than 10 years. In that time, retail has changed immensely. Computers and smartphone capabilities are rapidly changing how people shop and how retailers market to their customers. While new retailers keep cropping up every year, others who haven’t kept pace with the changing marketplace have fallen by the wayside.
We’re changing to keep pace with our fast-changing industry. As the state’s exclusive advocacy group for retailers, we set out last spring to improve our communications about our values and the value of membership in The Washington Retail Association. Retail is a dynamic industry that touches anyone who shops and it has far-reaching influence. Nationally, retail supports one in four jobs. In Washington State, sales tax revenues generate about half the money available to spend in the general fund budget.
The rebrand aims to reflect all the significance of retail with a refreshed and organized new signature for Washington Retail and our Retail Services subsidiary. Please watch for further announcements in the days leading up to the launch.