If you find that your clients have difficulty connecting with your brand, understanding what your brand does, or are siding with your competitors, it might be time for a rebranding. When you work with Devaney & Associates, we uncover the positively powerful differentiators that make your brand stand out from the rest.
Check out the work we did with Chase Brexton Health Care—helping them transform their LGBT Health Resource Center into The Center for LGBTQ Health Equity.
Tip #1: Talk to the people who know you best
Successful rebranding almost always starts with interviewing your staff and clients. After facilitating a discovery workshop with Chase Brexton staff and gathering dozens of client testimonials, it became clear that the LGBT Health Resource Center was doing more groundbreaking research, advocacy, and education than anyone realized. They needed an elevated brand to match.
Tip #2: Get to know your audience on an emotional level
Knowing how your audience feels on a gut level enables you to forge authentic connections. For Chase Brexton’s audiences, identity can be a deeply emotional journey. Through peer and cultural research, we developed a clear and consistent brand language that could speak to the center’s diverse audiences in a way that was inclusive and affirming.
Tip #3: Be open to changing more than just your name or tagline
To be all that your brand can be often means changing the way things have always been done. Beyond our naming recommendations, Chase Brexton’s leadership was open to making organizational changes, updating its menu of services, and adopting a mission statement to more clearly define the center’s brand and role in LGBTQ advocacy.
Result: A rebranding that you and your audience can believe in
“Our rebranding was about giving people a better understanding of what we do here every day,” explains Sam McClure, executive director of The Center for LGBTQ Health Equity at Chase Brexton. “We have an incredible team of visionaries who are doing game-changing work to end LGBTQ health disparities in our community and on the national and international stage.”
