How to use brand architecture to repair a fractured brand image
stone soup creative
Dear Friend,
What happens when a history museum is well-known and beloved in the community, but the historical society that funds and runs it – is not? The structure of the brand hierarchy needs to be clarified. Working with this client recently led me to write a blog post on Brand Architecture (below). Read about two organizations with this issue and how they resolved their dilemma - plus two important questions to ask yourself if you find yourself in a similar predicament.
Thanks for reading!
How to use brand architecture to repair a fractured brand image
House of Brands vs. Branded House
Do you sometimes feel your organization is having an identity crisis? Like maybe one of your programs or events is more well-known than the organization itself?
It can be helpful to look at this challenge through the lens of brand architecture – the hierarchy of brands within an organizational entity.  

Branding Groundwork - Session 1 of the Brand Recipe process
Building an Authentic Brand 

Every brand journey starts with a Branding Groundwork session as part of my Brand Recipe process. We dive down deep into how an organization is perceived, both now in this moment in time and how we would like it to be perceived in the near future. Then compare and discuss. We want a truthful starting point at which to build an authentic brand - both positive AND negative perceptions to be aware of, and dispel.

The community-based nonprofit I'm working with in the example above has some branding challenges, but they are also aligned in their vision and full of energy and conviction. They are on the right path.

Evansville, IN: August 30, 2017
W. Lafayette, IN: Sept 12, 2017
Shelbyville, IN: Sept 14, 2017
Valparaiso, IN: Oct 11, 2017

Building a Lifetime of Financial Stability
Town hall meetings with graphic recording provided by Julia
Prosperity: Indiana
October 12, 2017
Day of Innovation 2017
All-day conference + Julia's breakout session, Visual Thinking That Drives Innovation
Indianapolis, Indiana
Centric Indy
Check out Upcoming Events to see whether I'll be in your area soon - and if I'm not...
Julia Reich of Stone Soup Creative is a branding consultant, graphic designer and graphic recorder. 

Some of the clients Julia's been working with include Rose-Hulman Institute of Technology, Shelby Arts Alliance and the Indiana University Network Science Institute (IUNI).

Learn more about Julia and Stone Soup.

If you're ready to get started with a workshop, campaign or other project, let's talk
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