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Brand Recognition

The TCA recently completed a Strategic Planning session in conjunction with its first ever Latin American Tilt-Up conference and spring board meeting.  While we are still digesting the information that was generated, there was one topic on which everyone was in unanimous agreement.  We need to do a much better job of brand recognition for the TCA.  Unless you are a member or are involved in the industry, you probably have no idea what the TCA logo or name is, or what it stands for.  The need for recognition of our name, mission, and importance will continue to grow as programs such as certification are developed.

National corporations spend tens of millions of dollars annually making certain that their brand names are recognized by potential consumers.  While we don’t have the financial resources of a national corporation, there are many things that the Association and its members can do to improve brand awareness.  Several of our members are already doing things to promote the TCA name and if we get everyone to do it, it could become a movement.

There are several other TCAs in the world but only one has our logo, and that logo is quite unique in that it embodies a depiction of the Tilt-Up process.  The logo has received some minor tweaks and updates over the past 20 years, but essentially, it is the same logo that was adopted at the formation of the association.

The TCA will begin putting its logo on virtually everything we publish, communicate, and send but what can you as members do?   There are a few published guidelines that must be adhered to (which are available on-line) but outside of that its up to you.  Here are a few ideas:

  • Put the TCA logo on your business cards and stationary.  It can be small and can simply state that you are a “member of …(logo).”  It’s a simple gesture, it can be in the footer of a letter or the corner of the business card but every time you leave one behind your are promoting the organization and creating brand awareness.
  • Put the TCA logo on your drawings and specifications.  Brand awareness starts from the ground up and having workers, superintendents, building officials, and materials suppliers see the logo can’t hurt.
  • Put the TCA logo on your website.  This is simple, straight-forward and doesn’t require reprinting anything.  Make sure it is somewhere on the home page – not buried under multiple layers of pages.  Of course it need not be restricted to the home page.  Scatter it throughout your site and link it to
  • Newsletters and communications, electronic and printed.  Many companies now have some form of regular communication that is sent to clients, potential clients, and past clients.  Include the logo in these efforts.
  • Our Global Associates can include the logo on their catalogs – front, back, inside, outside – wherever there is room.  And while you are at it, why not include either a member benefit listing or membership application blank?
  • Put a sticker or plaque on your front door (and employee entrance door too).  That way everyone who enters your business will be exposed.

These are just a few ideas.  If you have some of your own you would like to share, get in touch with the TCA so we can communicate your thoughts as well.  If you have a question or concern regarding the logo use, send a copy to us for our input.  We have multiple graphic formats and resolutions of the logo in color as well as black and white.  If you don’t have copies, contact our office and we will send them to you.  Help us promote your trade association.  It’s a win-win effort.

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TILT-UP TODAY, a publication of the Tilt-Up Concrete Association, is THE source for Tilt-Up industry news, market intelligence, business strategies, technical solutions, product information, and other resources for professionals in the Tilt-Up industry. A subscription to TILT-UP TODAY is included in a TCA membership. Subscriptions for potential TCA members are also available. If you would like to receive a complimentary subscription to the publication, please contact the TCA.