what’s your brand? - nasaa€¦ · what’s your brand? november 3, 2018. ohio case study. 30...
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![Page 1: What’s Your Brand? - NASAA€¦ · What’s Your Brand? November 3, 2018. Ohio Case Study. 30 EAST BROAD STREET, 33. RD. FLOOR, COLUMBUS, OHIO 43215-3414 | 614-466 -2613. OAC.OHIO.GOV](https://reader036.vdocuments.site/reader036/viewer/2022071006/5fc35dc90556406109015979/html5/thumbnails/1.jpg)
What’s Your Brand?
November 3, 2018
Ohio Case Study
30 EAST BROAD STREET, 33RD FLOOR, COLUMBUS, OHIO 43215-3414 | 614-466-2613OAC.OHIO.GOV
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PrerequisitesWhen is it time to rebrand?How do I make the case?
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PrerequisitesConditions Conducive to Rebranding
Aging Assets Advanced age of old logo Outdated website Loss of uniqueness Timing of 50th anniversary
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Primary Logo1980s-2015
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Home Page2003-2015
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50th Anniversary Logo2015
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Prerequisites (cont’d)Conditions Conducive to Rebranding
Internal Readiness Change in staff leadership Board support and buy-in
External Readiness Constituent feedback
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DevelopmentWhat was the process like?What do we need to consider to go down this path?
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DevelopmentElements of a Rebranding
• Who do we work with?• How do we design a logo?• What challenges will we face?• How long does it take?
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LaunchHow do you execute a rebranding campaign?
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LaunchTactics for a Successful Rebranding
• Prime the pump• Create brand guidelines—and share them
publicly• Use traditional channels—and try something
new
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Video: “It’s Time for a New Identity”2016
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Current Logo2016-present
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Brand Guidelinessubbrands
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Brand Guidelinestypefaces
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Brand Guidelinespalettes
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Brand Guidelinesthe “do not’s”
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Thank you!30 EAST BROAD STREET, 33RD FLOOR, COLUMBUS, OHIO 43215-3414 | 614-466-2613
OAC.OHIO.GOV