| Center for Community Leadership
2010 REBRAND 100 Winners > notable
Industry: Institutions/Non-Profits
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - There are many leadership development programs offered by the commercial, governmental, and not-for-profits sectors. The Grand Rapids Area Chamber of Commerce supports community leadership development through a wide variety of programs including their premier Leadership Grand Rapids (LGR) program.
Challenge - Programming evolved and expanded from the original Leadership Grand Rapids (LGR) program—which was both the title of the program and the name of the entity. Five unique products had been developed to meet additional market demand from other business group demographics. However, to most people, LGR continued to be seen as a one-program entity, creating confusion as to whether one was referring to the entity or its signature program. As a result:
• “Leadership Grand Rapids” no longer appropriately positioned the entire organization and its diverse curriculum
• Recently developed programs had little visibility and low awareness because of market confusion, which hampered enrollment in new programs
• Past graduates of the Leadership Grand Rapids program had difficulty understanding the other program offerings, thinking they had already taken part in these offerings
Strategy
• Rebrand the organization “The Center for Community Leadership”, positioning the organization as an entity with several programming options to “connect and enhance leaders”
• Develop a distinctive brand identity integrating human and star-shaped figures representative of individual potential and personal enhancement with transformational opportunities through engagement and collaboration
• Preserve the Leadership Grand Rapids brand exclusively for the original premier program
• Brand all other complementary programs with distinctive identities
Result
• Rebranding has positioned the organization as an entity offering a diverse range of valuable programs, vis-à-vis a single program
• The premier program has regained exclusivity for its Leadership Grand Rapids brand
• The distinction between organization and program identities has provided clarity, which has lead to full enrollment in complementary programs
Credits:
Client: Center for Community Leadership - www.cclgr.org
Brand Strategists/Designers: Proteus B2B - www.proteusb2b.com
| |
