After more than a year of research and dialogue within our college community and with a brand consultant, Berklee’s leadership approved a new brand identity and logo in early 2015. It is the first honest-to-goodness logo in the college’s 70-year history, and achieving something akin to consensus at such an entrepreneurial, multifaceted music college was a major accomplishment. But for those of us rolling out the brand in print and other channels, the real work was only just beginning. Come to this session to learn about how the Berklee communications team tackled the project and learned lessons along the way such as:
- Initiating conversations with key “clients” long before the brand rollout begins
- Identifying your brand champions and asking for their help
- Using key, rebranded pieces to pave the way for other work
- Balancing straight talk and kindness when dealing with naysayers
- The importance of a well-planned rollout schedule
- Promoting collaboration at all times
- Why the term “re-skin” is misleading
We’ll also share other successes and challenges that will help you overcome hurdles that you’ll face when your institution rebrands or goes through other significant changes in identity.