NATA
Positioning: Be Absolutely Assured
The National Association of Testing Authorities, Australia (NATA), is a sixty-one year old, government supported, not-for-profit organisation that has enjoyed a monopoly in its field. However, the game has changed and NATA is under threat from its own membership – through the perception of not delivering value, and a changing market.
NATA is a complex organisation, delivering a range of accreditation, certification and training services operating across fifteen sectors, across widespread geographic locations. NATA operates nationally and internationally and is subject to government policy and regulations.
NATA were in the process of planning considerable change throughout the organisation, however no clear blueprint for the brand existed in a clear and concise form.
Our aim was to review and develop a new direction for the brand and quickly. Working with the NATA executive provided the information for a clear, strong and simple brand idea to be developed. The resulting new positioning will enable NATA to reclaim its leadership position. Both clients, prospects and staff are very clear on where the organisation is heading and the measures being undertaken to get there. The new positioning has been visualised into a new look and is the guiding light for the continuing change process.
