Karen Courtney, AIA, FSMPS, CPSM | Chief Marketing Officer, Fanning Howey
Eric Thoelke | President + Executive Creative Director, TOKY Branding + Design
Emerging from the recession with a reordered leadership team and renewed commitment to being a national educational design firm, Fanning Howey embarked on a strategic plan in 2016 to guide it confidently into the future. One of the goals for Marketing was to refresh the Fanning Howey brand, which hadn’t been updated for ten years. This work was to encompass a new visual identity and all visual assets, including a new website, the workhorse of thought leadership and branding.
This session will go into detail about the process of rebranding using Fanning Howey as a case study, presented by both client and brand strategist. Several areas made the rebranding challenging as research revealed some findings that forced the pair to reevaluate the typical rebranding process and change the order of deliverables in order to overcome these roadblocks. Thus several aspects of the rebranding had to now be done concurrently while others were delayed until later in the process. In the end, however, it all knit together in a successful rebranding that is today meeting the firm’s objectives.
Attendees will learn about the different components of brand communication and what each means (platform, key messages, promise, position, voice, etc.) and their role in rebranding. The session will also offer an inside look at how Fanning Howey used rebranding to accelerate change and what happened when they hit a roadblock. As branding is integral to AEC firm success, this session will help others avoid setbacks with their future rebranding efforts.
• Gain an overall understanding of the brand communication components and how firm vision, mission and target audience, combined with brand promise, brand identity and brand position work together to ensure competitive success.
• How to recognize when rebranding is needed and learn a process to help make it happen. This includes consultant search, schedule development, budgeting and organizational resources needed.
• Understand the various parts and contributions of the research phase that need to occur to help ensure a successful rebranding.
• Identify common roadblocks in rebranding and how to overcome them.
• How to organize the internal resources and decision makers needed to get firm buy-in for the rebranding process from conception through brand launch.