Embedded Files
Aligning and streamlining a company's identity based on values and buyer personas
Background
Launched on a short timeline during the Covid-19 pandemic, an educational support company sought to define a strong brand identity to quickly connect and resonate with its target audience, including families, children, and potential sponsors. As the Executive Marketing Director, I led the initiative to develop a comprehensive brand strategy that highlighted the organization's unique offerings while driving engagement and growth.
Problem
The original brand identity was still in development, and lacked cohesion and differentiation when the company launched, making it difficult to attract new customers and expand market reach. Stakeholder feedback indicated that the messaging and visuals did not effectively communicate the company's value propositions, resulting in stagnating enrollment numbers.
Outcome
The rebranding initiative led to a substantial increase in new customer acquisition and doubled program engagement within the first year. The updated brand identity strengthened customer loyalty and enhanced visibility in new markets, contributing to a $500,000 revenue milestone.
Project Approach
Phase 1: Research & Analysis
Conducted stakeholder interviews and customer surveys to understand perceptions of the existing brand.
Performed a competitive analysis to identify gaps and opportunities in the market.
Evaluated the organization's core values and differentiators to form the foundation of the brand identity.
Phase 2: Strategy Development
Developed a brand positioning statement that emphasized the program's focus on community, learning, and adventure.
Created detailed buyer personas for B2B and B2C markets to tailor messaging and outreach efforts.
Drafted a strategic plan outlining key milestones for the rebranding process.
Phase 3: Creative Execution
Designed and developed a revised logo, new color palette, and visual assets that aligned with the brand's values.
Updated marketing collateral, including brochures, website design, and social media profiles, to reflect the new identity.
Crafted a brand voice guide to ensure consistent communication across all platforms.
Phase 4: Implementation & Monitoring
Distributed handbooks digitally and in print, ensuring accessibility for all users.
Collected feedback through surveys and direct communication to identify areas needing further clarification.
Made iterative improvements to policies and communication methods based on stakeholder input.
Project Artifacts
Brand style guide outlining the logo, typography, and color scheme.
Updated website and social media profiles showcasing the new visual identity.
Marketing campaign materials, including email templates, brochures, and event signage.
Customer feedback surveys and data visualizations demonstrating the impact of the rebranding initiative.
Report abuse