Four state SPASAs agree to share branding

The four Swimming Pool & Spa Associations (SPASAs) from the non-NSW states have agreed to a common branding style including the release of new complementary logos for each state and SPASA Australia.

SPASA Queensland, SPASA South Australia, SPASA Victoria and SPASA Western Australia have agreed to the new look logos which are identical except for the name of the state, which will be in the same place on each logo, and have a similar appearance to the existing SPASA Victoria logo.

Additionally, SPASA Australia has launched a new logo which conforms to the same appearance.

SPASA Australia Director (and SPASA Queensland President) Andrew Jakovac says that the sharing of a common brand format is a significant statement of intent from the national peak body and the like-minded state associations.

“A strong visual identity is crucial for any business,” he says. “Sharing the same brand, particularly among strongly collaborative organisations, is a natural step to take. Regulation is increasingly becoming harmonised, the Federal Government is wielding greater influence upon the states, we are responding to that changing landscape.

“SPASA Queensland, South Australia, Victoria and Western Australia have evolved – jointly we are also SPASA Australia – and as we roll out national activities we want our shared vision to be reflected in flying the same flag,”he says.

He also says that sharing this new livery will make combined advertising easier across Australia.

The initial stage of the rebranding was the creation of the Association logos. The next stage is for each state and SPASA Australia to create their member logos. Jakovac says that should be completed in the very near future, with one result being that for the first time national members will be able to display a SPASA Australia logo.

“We’re working towards that but first and foremost we wanted to get a consensus on the Association logos,” says Jakovac. “Then we’ll filter down to the member logos: the States themselves have to implement their own member logos, which will conform to the same format.”

He says that they are also making sure procedures and protocols are in place for all SPASA activity.

“We’re documenting everything and making sure proper corporate governance is in place,” he says. “So there will be a policy document specifically about the logos, for example.”

New level of co-operation

Jakovac says that the branding agreement is a public display of the behind-the-scenes collaboration across a range of issues.

“I wasn’t previously involved in national issues, but from what I can understand, this level of co-operation and goodwill from the states is unprecedented.”

It is a similar situation in Queensland, according to Jakovac, with the drive for greater transparency and accountability resulting in renewed commitment from members.

“I haven’t seen such a positive outlook from the membership base during the 10 years since I’ve been involved in the association,” he says.

“We’ve got supplier members involved who haven’t been before, and others putting their hands up. We try to make sure that every month we add new value to each sector. That level of enthusiasm didn’t exist under the previous CEO. The tide is changing and it’s showing in bums on seats and attendance at meetings. Our last supplier sector meeting had 22 members in attendance.”

He says they’ve put new procedures in place such as setting up supply sector coordinators and assistants, each with key performance indicators (KPIs), an organisational chart and documentation they must produce for the membership.

“It’s been a lot of work putting that in place,” he says. “Every sector coordinator now has an induction and our insurers and lawyers explain their responsibilities. It’s all documented and they get a certificate of appointment.

“We’re doing the same types of things in SPASA Australia as well. The corporate governance issues are being put into place so the policies and procedures will be there no matter what personalities are in charge.”

He also says that SPASA Australia will be ready to announce their new manager shortly.

Regarding the relationship with the Swimming Pool & Spa Alliance, he says the door is open, although the court case is still proceeding at present and a settlement has not been reached.

“But we’ve been in communications with NSW with a view to integrate and settle the issues – the conversations are ongoing.”

Response from the Alliance

Meanwhile, the Swimming Pool & Spa Alliance issued a statement saying that it is currently before the courts as a consequence of an action brought by the four state associations regarding matters including the use of the SPASA Australia branding and they should be mindful of adopting any such national branding relating to SPASA Australia while the legal action is pending.

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