LEAD Brevard, a leadership and community development organization
LEAD Brevard: Rebrand and Positioning Leadership Development Program in Florida
LEAD Brevard has been our client since 2006, when we led a strategic evaluation of brand and helped them find a path forward.
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.
Operating on limited funding, they required branding as a system which would be sustainable, recognizable, and easy to implement and maintain.
The organization at that time was renamed LEAD Brevard and a brand strategy built around this core set of values:
Lead. Engage. Achieve. Develop.
What followed was 18 years of successful growth.
In 2024:
This respected organization – LEAD Brevard — 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. We found that some of the programs that were so appreciated by participants became the talking points. And LEAD Brevard, in its generosity to Sponsors and Partners, tended to put them first.
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.
We created a two-fold solution.
POWERED BY LEAD
The POWERED BY LEAD phrase has become ubiquitous by design, elevating the ongoing contributions of this effective organization offering leadership opportunities.
It helps across multiple communication venues and vehicles, illuminating the difference between PROGRAM, SPONSORS, HOSTS, CONTRIBUTORS and LEAD Brevard–the organization responsible for envisioning, forming and executing to bring the program to life.
A SET OF KEY VISUAL IDENTIFIERS
We created a series of related visual program identifiers that linked clearly to the parent organization, but also gave each program a separate personality through identifying graphics…this is helping audiences to understand the breath of the programs and initiatives and helps LEAD leadership define the unique differences between them.
OVERVIEW:
Ensure the ability of LEAD Brevard, a leadership and community development organization, to sustain momentum and contributions and brand identity while growing new and diverse initiatives and programs the community needs.
AUDIENCES:
Brevard County’s business and civic community, new and mature leaders, and newcomers to Brevard.
FOCUS
Strategically strengthen the day-day promotions and communications of LEAD Brevard, through a simple and strategic statement/brand addition, helping to preserve the organization’s ability to serve and help it efforts to effectively activate member and sponsor base.
