Brand Identity

Branding

At CanBoat / NautiSavoir, our brand is more than just a logo or a tagline—it’s a promise to our customers and a reflection of our values. As Officers of this organization, each one of us is a steward, a champion, and a leader of, and for the brand.

The Canadian boating market is diverse, and CanBoat / NautiSavoir must become more relevant to the younger and newer boaters if we are to achieve our longer-term goal. Our brand was developed specifically to modernize and have greater appeal to the younger, newer boaters.

Value Proposition

CanBoat / NautiSavoir’s longer term goal is to be, “The first choice for boating education in Canada”. To earn this position, our membership, led by its officers, must understand and deliver on the following:

Our Value Proposition, which for our brand is:

• We provide high quality boater training with course materials developed and delivered by experienced boaters with local knowledge.
  
  
• As a not for profit, we can provide good value and the fees you pay are reinvested in renewed and updated course materials and delivery.
  
  
• We foster relationships between members & squadrons, and within the overall boating community, leading to lifetime social connections.

Brand Tone and Traits

The Brand Tone that emerged from the branding project was to be: more approachable, friendly and bright.

The Traits of the new brand can be summarized as follows:

·         Appeals to a community of boaters and outdoor enthusiasts:

o   Widens CanBoat / NautiSavoir’s target audience and makes It more inclusive of boaters and non-enthusiasts’ boaters.

·         Promotes enjoying spending time on the water:

o   Highlights the social aspect of the organization and generates a more exciting brand personality.

·         Cares for social, educational and environmental interests:

o   More interests are captured which can lead to greater retention of members during the demographic lifecycle.

·         Portrays an inclusive, responsible and fun persona:

o   The brand persona is more relatable to a wider audience while still appealing to current members interest in safety.

Brand Guidelines

Maintaining consistency in our brand representation is absolutely critical to our success. It ensures that we present a unified, professional, and trustworthy image to the world. To build a strong and recognizable brand, we must all follow the brand guidelines meticulously. The guide is designed to help you make the right choices in every piece of communication you create.

As an Officer, part of the role you are agreeing to undertake is to ensure that we deliver on our Value Proposition, the Brand Tone and Traits. Also, that consistency, in line with our Brand Guidelines, is maintained. The Brand Guidelines can be found here: http://www.canboat.ca/  (log-in required > Officer Resources > Marketing > Brand Identity Standards and Resources)

https://www.canboat.ca/wiki/display/OR/Brand+Identity+Standards+and+Resources

If you’re ever in doubt, please consult with our marketing team. Together, we can uphold the integrity of CanBoat / NautiSavoir and continue to make a positive impression on our audience.

Links

For easy access, the following links will take you to the latest versions in each category.

Marketing Material:

Link for Vista Print Marketing Material:https://cps-ecp.ourproshop.ca

(Note: To order through Vista Print, you must set up a Vista Print account at our Vista Print ProShop.)

Branded Apparel:

Use these links to start shopping or go to our website for more information:

Shop now: Link for Apparel: https://stores.inksoft.com/canboat_anchor_gear_co/shop/home

More information, English: https://www.cps-ecp.ca/canboat-nautisavoir-apparel/

More information, French: https://www.cps-ecp.ca/fr/vetements-canboat-nautisavoir/

Dress Code

What to wear 

• Meetings and everyday activities- informal activities
•      Casual attire with organization logo preferable (can be Squadron, District or National level logo)

• Formal meetings and National AGMs        
•       Navy blazer, white shirt, gray pants/skirt and tie