Columbia iConnect: Building on a Legacy of Community, Trust and Connection

Twenty-six years ago, Columbia iConnect was launched with pretty much the same mission as Columbia REA carried with it six decades earlier: Fast, reliable service backed by people who live and work in the same communities they serve. In other words, fill the void left by the big national brands who made all their decisions based on dollars, which left rural residents out in the cold. Yes, Columbia iConnect is a for-profit internet service provider and Columbia REA is a member-owned electric utility co-op, but both of these well-established companies share the same foundation.

And now, Columbia iConnect is taking the next step in its evolution with the rollout of a new brand platform designed to better reflect who we are, where we came from, what we stands for, and how we can serve you, the Columbia REA service territory, and beyond.

The new brand is more than a logo refresh or a new advertising campaign. It provides a complete framework for how Columbia iConnect communicates with customers, presents itself in the marketplace, and tells its story. At the heart of the new platform is a simple but powerful idea: Columbia iConnect is not just an internet provider. It is a community-powered broadband company serving neighbors, families, and businesses throughout the Walla Walla Valley. Our core brand positioning describes Columbia iConnect as the local, community-rooted alternative to large national providers, offering symmetrical fiber-powered internet, transparent pricing, and responsive local service.

That message will be familiar to many customers. Past Columbia iConnect marketing materials have highlighted themes such as “The Speed You Need. The Service You Deserve,” “Go with Who You Know,” and “Locally Owned, Locally Operated, Local Tech Support.” Those themes have appeared throughout newsletters, advertisements, member communications, and broadband outreach efforts developed by both Columbia REA and Columbia iConnect over the years.

One of the most significant new elements of the brand refresh is the establishment of a clear visual identity. The updated Columbia iConnect logo retains the familiar sunburst motif and color palette while introducing a more modern and flexible design system. The primary brand colors will still match Columbia REA’s deep red and bright yellow, and be supported by a family of logo variations, icons and typography standards that can be used across print, digital, social media, and advertising applications.

“As iConnect has matured over the years into its own standalone brand, our marketing message and materials haven’t always evolved at the same rate,” says Gene Dawes, Manager of Broadband Communications.

“Our use of logos, vehicle graphics, apparel, signage, and other marketing materials was kind of all over the place. We’ve reached that point where it’s important to create a more structured, consistent brand standard as we continue to grow. And that’s a good thing,” adds Gene.

Beyond the visual identity, the new brand will also focus on voice and messaging: neighborly rather than corporate, honest rather than sales-oriented, confident rather than boastful, and distinctly local rather than generic. The goal is to communicate with customers the same way a trusted neighbor would—with straightforward language, transparency and authenticity.

Key messaging pillars will include local pride, community ownership, technical reliability, exceptional customer service, and the long-standing trust that Columbia REA has built throughout the region. iConnect marketing efforts will showcase local businesses, local families, community organizations and real employees, emphasizing that technology should always be presented as a tool that improves people’s lives rather than as an end in itself.

The emphasis on local storytelling will be reflected throughout the visual elements inspired by our community and the region. Marketing materials will increasingly feature authentic local people and recognizable settings rather than generic stock imagery. Portraits of business owners, employees and residents are intended to help customers see themselves in the Columbia iConnect story and reinforce the idea that every internet connection strengthens the larger community.

“We know that our connection to Columbia REA and to the region is a key differentiator between us and our competitors,” Gene notes. “The value that comes with being associated with a highly respected, highly visible organization like Columbia REA, that is so deeply committed to the communities it serves, is immeasurable. We can’t separate ourselves from that, and why would we?”

“The trick for us is to make it easy for our customers to link the same service, value and reliability that Columbia REA members expect from their electric service to the broadband experience provided by Columbia iConnect…and at the same time, build upon our own identity as well.”

Gene is also counting on that connection with Columbia REA’s history and reputation to help separate iConnect from a growing crowd of national competitors.

“Rather than positioning Columbia iConnect as purely a technology company, we want the new brand identity to present iConnect as a true, home-grown, community asset that happens to deliver exceptional broadband service,” he adds.

To that end, the focus will remain on ease of service, transparent pricing, local relationships and the benefits of community-owned infrastructure, but the strategic plan will also call for increased customer referral programs, local business partnerships, social media campaigns, and new resident outreach, giving customers a clear roadmap of how they can engage with Columbia iConnect at every stage of their journey.

In many ways, the new Columbia iConnect brand is not about becoming something different. It is about clearly expressing what the company has already been working to achieve for years: providing fast, dependable internet service backed by local people, local values and a long-term commitment to this community.

As Columbia iConnect continues to expand its broadband footprint, the new brand ensures that every advertisement, website page, social media post and customer interaction tells the same story—one built on connection, trust and community.