Introducing LSA’s New Look and Association Focus
May 11, 2015 | Contributed by: Neg Norton
The last few years at the Local Search Association (LSA) have been marked by a tremendous amount of transformation. I am extremely excited about the direction of the organization and the identity we are starting to carve out in an already loud, complex space.
We’ve mirrored the evolution seen within our space and the changes we’ve made have been real with a measurable impact. We’ve broadened our membership, diversified the board of directors, created new events and revitalized old ones, invested in research, added new leadership, and continue to think of ways we can elevate the industry.
With all of this change, we found it important to develop a new visual identity for our organization that better represents what we have become these last few years. But more simply, you all call us LSA, and now, so do we:
After some thoughtful discussions and reviewing hundreds of logo treatments and variations, we ended up on the above logo. The location pin represents our interest and emphasis on the importance of location in the digital marketing universe today. The magnifying glass with the orange center is representative of consumer intent. As the ways in which consumers look for local businesses increases, we want to be a bigger part in this discussion.
Changing the look of an organization is a challenging task. You’re confronted with existential questions like, “What symbol best represents who we are?” When discussing this with the team, everyone’s answer to this question was a bit different because reacting to a logo or image is a completely subjective event.
On one hand, the process of selecting a logo is very important as it will represent our organization everywhere and at the very least needs to make our business appear reputable. On the other hand, it is all the work that our team does on a day-to-day basis that gives meaning to the logo. Regardless, we are really excited about this new phase of our transformation.
In addition, to make this change in appearance more than just that, we’ve brought with it a new way of talking about our space, our focus and ourselves:
The Business of Local
Local. It’s your neighborhood. Your community. Whether it’s up the street. Or across town. It’s where you are.
At LSA we’re in the business of local and we serve those who bring location-based commerce to life. From consumers and small merchants to national brands. From the corner store owner who knows everyone’s name to the national retailer next door whose name everyone knows.
More than 90 percent of consumer spending is offline. Yet every day people use an expanding array of digital devices and media to make these local buying decisions. Insight into this complex purchase path is vital.
That’s where LSA comes in. We support members that bring consumers and businesses together where and when it matters most, at the point of purchase – so every sale is just a visit, click, or call away.
We’re helping members realize the promise of location-based marketing and commerce. Connecting buyers and sellers. Boosting member sales and revenues. Sustaining vibrant communities. This is the power of location and local commerce.
If you’re company is in the business of local, there is a place for you at our Association. If you’re already a member, how can we better serve you? Feel free to contact me directly at neg@theLSA.org.