Bringing in a New Brand at Every Level
A new brand for a global association (and its sub-brands)
Thirty years is a long time with one brand, but for the world’s largest and most widely recognized international association for facility management professionals, making a change felt daunting. Not only had they built up brand awareness, but any changes would also have to be incorporated at chapter and council levels.
However, the International Facility Management Association (IFMA), knew that a new brand would be worth the effort. They needed something that would reflect the key aspects of the evolving profession and organization, and to do so meant starting with extensive research among the audience and stakeholders. Ultimately, the new and comprehensive branding program included the extended brand architecture for chapters and councils, the family look of print and online materials, a graphic standards manual and a brand book to engage all staff and board members to become ambassadors for the new brand.
Get an insight into how all of these components came together and the process to get there in a case study about the IFMA rebrand and its results.What's Included in the Case Study:
An overview of the research phase for rebranding an association, with a snapshot of both the qualitative and quantitative elements
A visualization of the brand architecture for a large-scale organization as well as a glimpse into the family look of materials using the new brand
- The what and why of a brand identity guide and a brand book, and what the differences are between the two