Meet Our Old Friend, VCDC: The Story of a Rebrand
The Role of Brand Strategy in Nonprofit Evolution
At the start of strategic planning for Virginia Community Development Corporation, staff decided to incorporate brand strategy as part of the process. Our team embedded brand promise questions and added a brand scan as part of the project. This 18-month journey resulted in the rebrand of the organization moving to own their moniker - VCDC. Everyone gets excited about a new logo and new website and folks, Campfire & Co. did just an amazing job with both of those which you can get a peek at here https://www.vibrantcommunities.us/
The entire project was based on our key finding that VCDC employees were well respected and valued for their ability to be problem solvers - the go-to people to solve the hard problems that affordable housing folks are faced with. This finding was in contrast to the formerly stiff and corporate persona of the organization that was embedded in its visual brand and storytelling.
Partnering for Change
TSM is always delighted to work alongside talented designers to execute on the strategies and react visually to our findings. In this case the team at Campfire & Co. was able to wrap their brains around the complex nature of the organization and create a visual system that was more welcoming, more human, and more reflective of VCDC’s reputation.
Ongoing Work
Over the past six months, we have been working with the staff to develop marketing strategies to roll out this new brand and live into it. Work has included training and support for staff, equity-based storytelling sessions, brand trainings for board and staff - all with support from Virginia Housing through their capacity building program.
Brand Is Bigger Than a Logo
So folks, brand is bigger than a logo. It involves the way you write, the way you answer the phone, the emails you send, and the general feeling people get when they interact with your staff. A rebrand unveiling like this week is a fun celebration but the work of rebranding doesn’t stop when you introduce the world to your new logo.
