When You Need Branding

Points for Reflection

There are several times, events, or challenges in the life of a cultural organization when it needs the services of a brand consulting firm specializing in the cultural field. Often, an organization faces several of these milestones at once, or they are interrelated. They include:

Physical structure

  • Facility expansion

  • New building

Organizational change

  • New executive, artistic, or curatorial director

  • Change in mission or vision

  • New organizations

  • Merger of organizations

  • Expansion of organization

Perceptual realignment

  • 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