NIBA / IndieNash
Sexy new brand, from the ground up
The Nashville Independent Business Alliance is a group of Nashville independent business owners that use their collective voice to monitor, protect and advocate for the cultural and economic environment in which we do business.
Rapid development inevitably creates anxiety around corporate takeover and the need to protect ourselves from negative change. So how do we make this transformation work for us and not simply happen to us? And protect the independent spirit that got us this far?
• Brand Architecture
• Print Design
• Responsive Web Design
• Brand Strategy
• Team Building
• Founding Board Member
To start, we needed a name.
"The Nashville Independent Business Alliance" is a mouthful and most people don’t understand what it is or why it exists. We held a few focus groups made up of business owners to better understand their pain points. Through this practice, we realized that there were two different sets of problems here. The main issue was that the business owners were dealing with a city that wasn’t promoting them, but instead using them to entice corporate brands to come to Nashville to set up shop, essentially forcing out the Nashville owned and operated counterpart that helped create buzz for this city to begin with. The other issue was the need to create awareness within the general public and promote the Nashville independent businesses. This is especially important now that large chain brands have figured out how to appear as if they’re “local.” What was needed was essentially two brands, a b2b brand that could communicate directly with the business owners and another brand that was consumer facing that could speak the language the consumer would understand. NIBA is the base brand that unites the business owners and equips them with the universal, consumer message brand. That consumer brand is IndieNash.
The Nashville Independent Business Alliance B2B logo on the left. The IndieNash logo that represents the consumer facing side of the organization is above.
The IndieNash logo needed to be expressive and energetic and represent a grassroots community that was going up against “The Man.” This needed to be a business alliance but with a rock and roll attitude. And that attitude carries through the brand with every campaign. (show “Join Nashville” and “Nashville Unchained” print items)
A major selling point to becoming a member was access to IndieNash’s online membership directory. We’re building the website on WordPress with a membership directory platform built with a combination of plugins that allows members to access their own accounts and update their own information accordingly. The site is being built with good SEO in mind.
A brand is hollow and ineffective if it doesn't have a strong message and solid strategy. I brought in a brand strategist and marketing pro to help craft the perfect message for this movement.
Through our collective voice and actions we will inspire, empower and champion a movement to keep Nashville’s independent spirit thriving. The power is in the people.
We are a group of Nashville independent business owners that use their collective voice to monitor, protect and advocate for the cultural and economic environment in which we do business.
NIBA is a stamp of local independence. It is a network that provides a platform to express your opinions and challenges, garner the wisdom and knowledge of fellow entrepreneurs, and identify your business with the IndieNash movement.