Communicating a New Approach
Leading Educators is an inspiring professional development organization that works with schools and school districts to maximize the effectiveness of their most important resources: their teachers. Before hiring Briteweb, the organization was having (in their words) a “semi-identity crisis.” Their approach had evolved, but their brand hadn’t. Enter Briteweb.
Celebrating a New Chapter With a Rebrand
The challenge facing Leading Educators is one the Briteweb brand strategy team sees frequently: their model and theory of change had evolved over the years, but they didn’t have the language to succinctly explain what they did, how they did it and how they were different in a landscape crowded with relatively similar organizations.
Many in their space continued to associate Leading Educators with their old model, and weren’t aware of their new offering. We needed to give them a new way to explain their evolved approach simply and succinctly, without resorting to technical language and jargon—not easy for an organization as complex and layered as they’d become.
Leading Educators also didn’t have a visual identity that reflected who they are. They wanted a new look and feel to help them with retaining top talent—a major priority—and with attracting new funders and partners. In addition, they saw their rebrand as an opportunity to rally their team around an exciting new chapter in the organization’s story.
As our work on the rebrand came to a close, we collaborated with the Leading Educators team to design a brand rollout strategy that would lead to the successful adoption of the new brand.
While there are a few key elements that make for a successful rebrand (e.g. adequate resources, organizational buy-in, willingness to embrace change, a rockstar agency to partner with), arguably the most important consideration for successful adoption is a thoughtful rollout strategy and launch roadmap.
While there are hundreds of boxes to check off during a brand rollout process, one of the most essential (and fun!) steps is the brand reveal to the full team. Sometimes we lead these sessions in person, but in Leading Educators’ case they are a remote team, so we designed a remote reveal session that brought 50+ of their staff together on one Zoom call to celebrate the new brand.