We embarked on our brand journey with a focus on visual expression - logo, colours etc. However as we discovered, this is a very small part of brand redevelopment - the most important part is the creation and consolidation of a brand strategy.
This diagram shows all of the elements needed for a successful re-brand.
Work has been done on the visual expression (please see concepts so far), however there are many more steps to be taken before the brand can be rolled out. COVID-19 has taught us that although our customers may have positive association with our brand, this falls short of taking affirmative action as much as we would like.
Please see here to see the suggested journey towards re-brand.
YMCA North brand visual expression development - click here
Brand Strategy journey - July 2020 - click here
YMCA North Brand Research December 2018 - click here
Brand structure explained - click here
YMCA Australia Brand research - click here
YMCA New Zealand voice of participants survey - click here