LEAD Brevard, a leadership and community development organization

LEAD Brevard: Rebrand and Positioning Leadership Development Program in Florida

Project: Rebrand LEAD Brevard, a leadership and community development organization

Audience Brevard County’s business and civic community

Focus Strategically assessing and positioning this group, to reassess the organizations’
core purposes and differentiate its work

Situation: The organization had, over time, inherited responsibilities—and several important programs of work—that were near mission or on mission; but because of the diversity of partners and entities associated with various efforts, this still served to diffuse brand. Our challenge was to once again make the position of the organization distinct, clear and understandable to its constituencies, county government and the general public. Operating on limited funding, they required branding as a system which would be sustainable, recognizable, and easy to implement and maintain.

Strategies/Tactics:
This was not ‘simply’ a rebrand—it was a paradigm shift which permeated the entire organization. As a highly visible group, the identity required a brand that matched the importance they play in the community. But with cost considerations front and center, economical solutions were also paramount. Arriving on a “brand system” which could accommodate both these constraints was the initial step.

Results/Achievements:
A successful turnaround was accomplished, changing how the brand was understood by the business community. The new identity better represented the organization, and gave them the traction they needed to create forward momentum in their core areas. With a solid brand behind them, they were able to effectively and credibly continue to develop their position as a leader in the community.

Brandt Ronat + Company
Marketing | Advertising ‘Communicate Better’
Serving the Space Coast, Melbourne, Merritt Island, Palm Bay, Viera, Brevard, Orlando, Tampa, Jacksonville, Boca Raton and Miami, FL in addition to Colorado, Washington DC, Georgia, Wyoming and surrounding areas.