This is part three of a four part series on the ABCs of Rebranding featuring case studies of organizations that successfully rebranded. These organizations shared their stories at the New York Society of Association Executives‘ Communications Institute on May 16 in New York City.

Are you tired of your organization’s branding? Do you cringe every time you print something on your letterhead? Then it’s time for an upgrade.

When Lance Helgerson joined the Professional Liability Underwriting Society (PLUS) as Director of Strategic Marketing, their rebrand was long overdue. The 7,000 member organization with 14 chapters was using the logo below on its website, blog and in its collateral material, including on every page of its 12,000 page PLUS curriculum.

Lance and his team soon learned that the challenge of rebranding goes beyond just picking a new color scheme (which many of us know can be impossible on its own). They had to identify every place where the current logo, tagline, color scheme, and other brand language was being used. Then they had to coordinate with their numerous vendors, from their web designer to their printer, to make sure that each of them could update all materials and meet the tight deadline for the rebrand launch. Lance needed to get his ducks in a row even before PLUS’s executive committee had determined which logo design they liked best.

What’s the lesson learned? Rebranding means a lot more than hiring a graphic designer. It requires a complete overhaul of the face of your organization and demands coordination of many moving parts. Make sure you build enough time into your project schedule to pull off a successful rebrand.

Check out the fruit of Lance’s labor, the new PLUS logo, below.

Did you experience any challenges you didn’t expect in your rebrand? Share your story in the comment section.

Michael Cummings
Vice President
Kellen Company

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