The Port’s branding will need to reinforce the importance of our vision, mission and core values. Branding is more than just a name and logo. It encompasses all of the ways that we present ourselves as an organization — the quality of our services, our commitment to environmental stewardship, the tone of our interactions with local and trade communities, the look of our publications, and the quality of information we share. These factors, among others, combine to express who we are, what we do, and what we value.
By carefully managing our brand we can cultivate our presence, create enduring relationships as we continue to grow, stand apart from other ports worldwide, and shape the communities around us. Ensuring consistent representation of the Port of Long Beach brand is a responsibility and priority we all share. As our organization moves forward, we must stay true to ourselves and to our vision by fulfilling a promise — in the form of the positioning statement below — made to our local and trade communities. Whether attending to environmental concerns, public health issues, security measures, day‐to‐day business, or business goals, this statement represents a commitment to community and industry leadership.
Our Positioning Statement:
At the Port of Long Beach, we believe that integrating our economic and environmental interests helps every member of our local and trade communities flourish. We are a catalyst for an economically vibrant Long Beach, spearheading an ongoing cooperative effort that brings together all of our valued Port stakeholders, and developing industry‐leading policies and practices that consider health, safety and environmental factors in every decision. The Port of Long Beach. Shaping a vibrant community.Background:
The Port of Long Beach's mission, as defined in its Strategic Plan, is as follows: "The Port of Long Beach is an international gateway for the reliable, efficient and sustainable movement of goods for the benefit of our local and global economies." Recognized worldwide as the Green Port of the Future, the Port of Long Beach is one of the world's leading full‐service seaports, a major gateway for trade between the United States and Asia, and the first stop for many of the things that we buy and use every day – from clothing and televisions to cars and shoes. As the second‐busiest container port in the United States and the 20th‐busiest in the world, the Port of Long Beach supports 30,000 jobs in the City of Long Beach, 300,000 jobs in Southern California and a total of 1.4 million jobs nationally. The Port is governed by the City of Long Beach’s Board of Harbor Commissioners, and managed by the staff of the Long Beach Harbor Department. The Port operates as a landlord, which develops shipping terminals and leases them to its customers. Port funding is generated through the leasing of these terminals to private shipping lines and terminal operators. Local taxpayers do not pay for Port operations or the salaries of Port employees. For the 2018 fiscal year, the Port's budget is $748 million. The Port of Long Beach is one of the most successful seaports in the world. In order to remain successful in a competitive and rapidly changing global economy, we are committed to being proactive in our preparations for future challenges, and to strategically managing our resources in order to achieve our vision. Focusing our efforts and resources on these priorities will allow us to proactively address our major challenges and balance our role as a facilitator of international trade with our strong commitment to environmental stewardship, safety and security, and community partnership.- Our Vision ‐The Port of Long Beach will be the global leader in operational excellence and environmental stewardship.
- Mission ‐ The Port of Long Beach is an international gateway for the reliable, efficient and sustainable movement of goods for the benefit of our local and global economies.
- Value Proposition – Our customers choose the Port of Long Beach because we are the most reliable, most cost‐effective and greenest gateway for the movement of goods to America’s major consumer markets.
The Port of Long Beach values:
- Visionary Leadership
- Innovation
- Diversity
- Honesty and Integrity
- Superior Customer Service
- Operational Excellence
- Teamwork
- Healthy and Prosperous Communities
