A Blast From the Past: Rebranding With Grace (September 2006)
FundRaising Success published its first issue in November 2003, which makes this our 10-year anniversary year. To celebrate, we'll be taking a look back at past issues throughout the year.
Lutheran Social Services of Mid-America had a problem: Its name confused people. The Ohio-based organization works with people of all faiths, not just Lutherans, offering services from credit counseling to senior-living facilities. The “mid-America” was unclear, too. What to do?
“Many people didn’t know about our organization,” says Pam Blumensheid, director of marketing for Lutheran Social Services of Mid-America. “We were providing good work, but people didn’t know about it. We needed to build identity.”
To help it create a new brand, the organization hired BrandEquity of Newton, Mass.
“The old company name was too long and became an acronym that didn’t capture the essence of the organization,” BrandEquity Creative Director Steve Smith says. “We recommended a shorter, more memorable name, combined with a unique symbol. It had to be a picture that appealed to a broad range of services.”
The rebranding effort faced a major challenge: finding a visual that captured the breadth of services the organization offers, which include senior housing and healthcare, housing and services for persons with mental handicaps, adoption services, credit and debt counseling, life-skills training, and emergency assistance.
BrandEquity presented about 20 name options and asked the decision makers to discuss the ones that resonated.