Within the first five minutes of meeting Leili Khalessi last year, I learned that she and her colleagues were in the process of rebranding their organization, including a new name. As Marketing and Communications Manager with (what is now) Red Rover, Leili was right in the middle of that challenging project. So I jumped on the opportunity to ask if she’d share the organization’s experience in this marketing adventure.
Most important takeaways:
- Pinpoint the problem you’re trying to solve with your marketing decisions, especially when it’s as big as a new name
- Ensure your organizational name/brand is recognized (and repeatable), before you invest in program branding. If you don’t, you’re likely to end up with people thinking your organization provides that one program only, which limits your growth in size and direction.
Here’s part one of this useful case study: