When one thinks of branding it is not uncommon to have logos and punchy tag lines pop into one’s head. In fact just mention the word Nike and it is almost impossible to avoid thinking of the infamous “Swoosh” and “Just Do It” tag line. However, the brand and how people associate with it truly transcends much farther; think experience. The full experience.

VANOC thinks (and intends to deliver) “the experience”…

…And that is the message we have been given by John A. Furlong himself. Be an “ambassador for the 2010 Winter Games,” be mindful of other cultures, be courteous, and smiling. Point with full hands so as not to offend. Replace Canadian jargon such as “toque”, “washroom” and “loonies” with “hat”, “toilet” and “one dollar coin”. Rephrase your communication, descriptions or directions to contain fewer words if you feel you are not being understood. But, most of all be consistent. Be the exact same brand as your other volunteer partners so all visitors know what to expect.

Where do brand expectations start?

When one thinks of branding it is not uncommon to have logos and punchy tag lines pop into one’s head. In fact just mention the word Nike and it is almost impossible to avoid thinking of the infamous “Swoosh” and “Just Do It” tag line. However, the brand and how people associate with it truly transcends much farther; think experience. The full experience.

Living the brand has its downfalls too.

It has placed a spot light on myself and fellow turquoise troops. With the spotlight comes a list of absolutes. A list of “must nots”… things you might forget about when you are used to living anonymously. Here are just a few:

1. The uniform must not be altered or added to unless acting as an insulation layer underneath. No other colours, styles or looks. (The main long sleeve pieces, jacket and dark colour pants must be prevalent and on the outside no matter what)

2. No other brands must be visible while wearing uniform. (It even goes as far as backpacks, gloves, and logos on shoes) Prepare to have those items covered up with tape to make them blend in.

3. Be mindful of what you say and how you react at all times. Eliminate talk about negative working experiences during ones day, frustration when someone cuts you off in line, or even meeting up with colleagues for a quick drink after shift.

It’s about being consistently consistent.

With consistency as the base of all branding goals, the above descriptions are not without warrant….just, for most of us, is without consistent practice. Well, that is as of yet. A few more days suited up in our outdoor armour and the persona of volunteer is sure to take-over. After all it is only February 5th. The games start in exactly a week. We have 16 days to shine AND 16 days to get this volunteer brand down pat!