Membership Guidelines
Brand Tasmania is an independent place of origin marketing initiative, jointly supported by the private sector and the State Government.
The Brand Tasmania Council is committed to the promotion and protection of the Tasmanian Brand and the values that constitute that brand in national and international markets.
Brand Tasmania is administered by an independent council of members representing the various sectors of the Tasmanian economy and relevant government departments.
In order to join the Brand Tasmania organisations must demonstrate a commitment to the Tasmanian brand values and agree to meet the membership criteria.
Membership of Brand Tasmania provides a number of advantages and allows members to use the Tasmanian brandmark identity system for approved situations.
The broad category of brandmark usage is:
- where the identity system is used in marketing the member’s product either in associated packaging or imbedded in the product or as a part of the members communications to identify a Tasmanian place of origin link.
Government also has the right and is encouraged to use the identity system on occasions where the audience is expecting a generic Tasmanian ownership rather than a government ownership. This is likely to occur in communications that are addressed to national and international audiences. In this instance the mark may or may not be used in conjunction with the Tasmanian government logo. Its use will be also subject to the Government’s own brand guidelines
The Tasmanian master brand identity is the stylised graphic image of the map of Tasmania and the word Tasmania developed and trademark registered in July 2008.
The use of this graphic will be governed by the master brand governance guidelines as approved by the Brand Tasmania Council Inc. The criteria for use will be current financial membership of Brand Tasmania supported by the following guidelines:
- Tasmanian origin
- Products and services must be grown/produced/based in Tasmania
- Tasmania must be the final place in which the product is given its essential qualities, (manufactured products, intellectual property) or satisfies a definition of Tasmania as defined by the Trade Practices Guidelines
- Quality
- Existence of and adherence to a Quality Assurance system acceptable to the relevant industry sector with appropriate recall procedures.
- Promotion of a culture of excellence within the organisation.
- Regarded as a supplier of quality value added Tasmanian products or services.
- Compatible with Tasmanian Brand Values.
- Acceptance of and compatible with Tasmanian brand values.
- A brand or product with Tasmanian national or international recognition.
- Potential to enhance the profile of the generic Tasmanian brand through cross promotion and badging.
- Prepared to contribute to the development of the Tasmanian brand.
- Demonstrate innovation and ingenuity in product development, business practices, marketing and distribution.
- Human Resources
- A demonstrated culture of continual improvement through cultural change, innovation and training.
- A non-discriminatory employment policy.
- A demonstrated culture of community involvement and responsible corporate citizenship.
- Environmental Responsibility
- Recognise the importance of Tasmania's natural clean environment to our international profile.
- A commitment to best practice in environmental management and adhering to an environmental management system acceptable to the relevant industry sector.
- The existence and implementation of an appropriate environmental policy.
- Demonstrated awareness of obligations under relevant environmental statutes.
- Able to identify actions taken to minimise environmental impacts.
Non commercial use
Brand Tasmania Council Inc., (the administering authority of Brand Tasmania) will also license use of the master brand to non commercial enterprises excluding those involved in politics in the following circumstances:
- Community organisations that contribute to the Tasmanian community and play a significant role in the positive perception of the Tasmania Brand.
- Community events will be licensed to use the identity under the sponsorship of the The Brand Tasmania Council Inc. if the event meets the criteria of Tasmanian ownership or administration and aligns with Tasmanian brand values.
Applications must be made via the Brand Tasmania website.
Applicants should allow for three weeks consideration by the Brand Tasmania Council before notification.
The applicant must supply the Brand Tasmania Council Inc. with the following information for consideration.
- The name of the organisation
- The names and contact details of the office bearers
- The e-mail address
- A description of the administration and governance of the event ( Profile )
- The type and style of the community event
- The date of the event if there is a defined date
- The benefit to the Tasmanian community provided by the event
Click here to submit the online application for consideration by the Brand Tasmania Council.