We had a lot of fun at ASAE19
From the concerts to the conversations, our team enjoyed spending time at the booth, attending interesting and informative sessions, meeting pros like you, and watching Brad share the spotlight with Hilde Marnul from the Board Certification for Emergency Nursing as they discussed “10 Steps to a Successful Rebranding.” All in all, it was a great trip to Columbus.
Check out some of our resources below and please opt-in for our monthly newsletter. Let us know if you’re interested in talking again soon; we’d like to learn more about your association and some of the wins you’ve earned as well as some of the challenges you’re facing.
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In case you missed it (or need a reminder):
10 Steps to a Successful Rebranding
We get it! Everyone scrambles to take notes during educational sessions and, inevitably, we don’t always write down the most important takeaways. So, to be sure you have everything you need from Brad and Hilde’s presentation, here’s the “10 Things You Should Share With Your Team”:
Research identifies those gaps and blind spots between audience perceptions and what you believe your brand to be.
As a brand owner, you have to be open and willing to listen to others’ opinions, thoughts and perceptions. Those perceptions are reality.
When considering the future of your organization, engage your employees and board of directors in the process and do not discount their role in the successful launch, or re-launch, of your brand.
There are twelve in all, and each represents a distinct set of characteristics that are instantly (and often unconsciously) identifiable. (Think Nike, the Hero). They represent specific values, behaviors and motivations.
Make sure your vision is bold and ambitious yet as realistic possible. Recognize the values customers associate with your brand, come up with a succinct summary and make it the centerpiece of your brand messaging. Develop a style, tone and a voice that is particular to you, and supportive of your brand. Then, make sure it translates into your public persona.
Practice does make perfect. Invest time in training your people. One of the more effective ways to do this is to ask your staff members how to describe what their position is and what they do in the organization using the new voice and language.
Plan a marketing launch plan and determine the right moment and right place to introduce your brand to the world (and budget for a rollout).
To drive home the idea of ‘out with the old and in with the new,’ redecorate your office space in a manner that suits the new brand image you want to build. This will display a sense of consistency and give off the impression that your brand is updated and ‘new.’
Business cards, letterhead, and envelopes, oh my! Actually, those are the easy pieces. Think about those other tools that are critical in representing the vision, values and voice of your organization. Consider your employee manual, Google Business listing, and social media profiles. Identify the laundry list of items that will need to be updated with your rebrand. And, remember it doesn’t all need to be done immediately—so take a deep breath. Do it in phases and prioritize based on your needs.
It takes time and continued nurturing and refinement to propagate. And, it takes an investment of time from your staff and your board. But, we’re happy to help any way we can. For more ideas on rebranding, staying true to your brand and all other brand-related topics, check out our blog.
Hungry for more?
Download our Culture Story Worksheet below and spend some time as a team discussing it and sharing your own individual perspectives!
Ready to audit your organization’s communication?
Sometimes, to know where we’re going we have to acknowledge where we’ve been. Download our Communications Audit Worksheet to get a better handle on what your association is already doing before proposing any changes.