Side Car Interview

Track and follow our Side Car series devoted to Seattle's biggest influencers as they answer questions related to brands, campaigns and themselves. To learn more about these amazing thought leaders, we invite you to check back every Thursday.

Janis Avery – CEO, Treehouse

What do you love about your company's/organization's brand?

The Treehouse brand speaks quality and compassion for the most vulnerable children in our community, and collaboration among donors, agencies and caregivers to meet foster children’s needs.  At Treehouse, we never give up on our kids.  This commitment is a foundational component of our identity, and I am proud to see it consistently reflected in our brand image.

What aspirations do you have for the future of your brand?

Treehouse has recently committed to a big five year goal – that foster youth will graduate high school at the same rate as their peers by 2016.  In light of this goal, I expect Treehouse to establish a reputation as a provider of solutions for both child welfare and public school systems-so that every foster youth experiences educational success.  I believe that the strength of our brand will be an incredible asset as we formally announce our goal, and implement our strategic action plan over the next five years.  Throughout this process, it is my aspiration that we will continue to increase and deepen brand awareness and loyalty among our many wonderful Treehouse donors, volunteers, vendors, and clients.

Do you see campaigns that inspire or disappoint you?

I love to see thoughtful planning, consistency, and creativity in non-profit marketing campaigns.  I often observe non-profit marketing campaigns change images and messages with great frequency, failing to be as patient as needed.  Whether for-profit or non-profit, I believe that the branding and positioning of a product or service must originate organically from within.  In other words, an organization needs to develop their messaging by first communicating why they do what they do, not just what and how they do it.

If you weren't doing what you do now for a living, what is it you would like to be doing?

Hard, hard question because I love what I do and have a job that is a perfect match for my passions.  As I consider a retirement lifestyle, I hope to have the physical stamina to engage in tangible service to people in need.

Where is your favorite local spot to take out-of-town guests?

Anthony’s deck on Shilshole – basking in late afternoon sun, watching the canal traffic, and eating fresh fish makes for a perfect Seattle day and snapshot Northwest experience!

If you were to write a book, what would it be about?

I would like to write about hope and possibility--to help others see the silver lining in their lives, their communities, and the world.

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