Guest Post from The Met Agency
The Met Agency Advertising and Design Studio has had the opportunity to work with some pretty remarkable people in equally remarkable companies. From helping launch the Jiffy Lube oil change chain in Canada to helping redefine human service organizations like Terra Centre or Compass Centre for Sexual Wellness, each project inspired us to do great work.
When our friends at Volunteer Alberta approached us to help in their rebranding journey we were quick to jump on board. We had experience working on the Serving Communities Internship Program (SCiP) branding as well as other VA work over the years.
Rebranding is a bit like a trip to the psychiatrist. There are lots of questions to ask and a lot of listening. There are issues that get uncovered and what seems like insurmountable problems dealt with. And there is always some level of intervention in the process. It’s why I love what I do—helping organizations make sense of what they do and how they do it.
With Volunteer Alberta, our agency used our Brand Story process to help identify where they came from, what makes them unique, their personality and what they were willing to fight for above all else. In this process there is always some level of chaos, frustration and unrest. That is what happens when you go through therapy. You unload. It’s healthy.
By their own admission, Volunteer Alberta had issues. Many of these issues were uncovered in the Brand Story process, which is surprisingly fun and interactive. Everyone is safe to share the good and the bad, uncovering the things that hold them back, and helping to reshape what they aspire to be.
Then the tough part happens. Organizations have to live their brand.
Cultural rejuvenation is a powerful piece to the process. By helping organizations like Volunteer Alberta engage their team and their clients, they can now communicate with certainty. They can execute the elevator speech without thinking. And they are all heading in the same exciting direction. After all, branding is managing communications at every touch point. So we need every touch point to be on the same page.
Rebranding is hard work. No doubt.
But it is worth it.
In our next blog we will discuss the development of the Volunteer Alberta identity/logo and process behind rebranding visually. Watch for it next month!
James Morrissey is the principal of The Met Agency, a full service advertising and design studio in Edmonton.
Visit: www.themetagency.com
Contact: morrissey@themetagency.com