Strategy and brand language
One intention, three pillars
1. Empower our clients;
2. Empower our people;
3. Build our sustainability.
Our high-level Strategic Plan 2021-23 assembles under three pillars the immediate strategic objectives that will support our overall intention to Scale our Impact.
The intention to scale our impact can be understood multi-dimensionally: for example, it can be expressed in our resourcing more people, or in our resourcing people more effectively, or in our taking a bigger role in the public policy debates that affect most directly the AQA community.
The three pillars are:
- Create experiences that empower our clients;
- Empower our people to be more effective;
- Build our sustainability.
These are our Strategic Imperatives, and under them are assembled our three-year Strategic Objectives. We will have achieved our objectives when we are confident that they describe AQA accurately and consistently.
Purpose and vision
In revising our brand language over 2020-21, we sought to reduce the semantic load carried by any one element, through understanding the elements collectively as a stack: tagline; purpose; vision; description; value proposition. The tagline is the most available of the elements for periodic revision. At present the tagline used on our website banner re-expresses our purpose: To resource people to live well.
AQA had previously understood itself to be supporting the capacity to enjoy life in people living with spinal cord injury. From a fresh look at our organisational history completed in 2019, it was recognised that our historical focus could be understood much more broadly, and that this breadth carried into the future.
In focusing on resourcing, we responded to the recognition that AQA outreach and service delivery had always been about building people's capacity to live independently. In describing the point of our capacity building as people's living well, we were responding to the recognition that AQA has its origins in creating opportunities for people living with disability to contribute to others.
In elevating the recipients of AQA resourcing, from people living with SCI to people generally, we responded to the recognition that these others had never been restricted to people living with a particular condition. The AQA community, and the disability community more generally, can offer wisdom from its lived experience that could be relevant for anybody.
Over 2020-21 we redeveloped in-house our longstanding website at www.aqavic.org.au, which had previously functioned as a thin gateway that directed people either to our then services site or to our lived-experience resource site at www.spire.org.au.
A key objective was to introduce our services and our lived-experience resources together at a single virtual location, reflecting the integration that was taking place in the office under our strategy revision.
There was also an opportunity to express AQA's statement of purpose graphically through the banner image of a man connecting with a child from a wheelchair. The image is rich in ambiguity, and lends itself to the interpretation that people living with disability may be well placed to contribute to others.
Further website development is expected in 2022, with the aim of consolidating AQA online resources at a single domain. This will include a brand expression project.