When You Need Branding

Points for Reflection

There are several times, events, or opportunities in the life of a cultural organization when it needs the services of a brand consulting firm that specializes in the cultural field. Often, an organization faces several of these moments at once. They include:

Physical structure

• Facility expansion

• New building

Organizational change

• New artistic, executive, or external affairs director

• Change in mission or vision

• New organizations

• Merger of organizations

• Expansion of organization

Perceptual realignment

• Increasing or regaining relevance

• Clarifying an organization’s scope or breadth

Symbolic change

• Organization anniversary

Financial related

• Need to increase revenues

• Need to increase donors

• Need to increase membership

• Capital campaign launch

  Photo: Parsons Dance