Brand identity cannot be overstated.  It is the personality of an organization.  It is the emotional response from customers.  It’s the bridge that connects a brand to its customer base.  A well-managed brand possesses longevity, and creates brand loyalty/commitment. Brand identity is the defining voice of a brand that says, “we are not them; we are different; we are better.”  Without a strong brand identity, an organization can fall flat on its face.

The Madison Central High School Band struggled to formulate a powerful brand image.  Without a clear image direction, and several unsatisfactory design attempts, they turned to us, as they’d seen our work on other products around town, and were greatly impressed.  When we met with them for a consultation, we learned about their frustration in creating a solid, robust identity.  The Band was competing against some of the best in the state, and wanted a revitalized image, representative of their talent and status.  We all knew that it would require more than tee shirts to create this image, so we decided on an all-out Spirit-wear campaign, including: tee shirts, polo’s, hooded sweatshirts, ball caps, stadium blankets, car magnets, and shakers.  The first step in this process was to create a new logo/design that was captivating, and true to the band’s image.  They wanted something “new, fresh, and modern” that fit with their newly purchased marching uniforms.  We integrated this design into each item, and created an entirely new design for their sweatshirts.  We also developed a personalized order form with each apparel design on display, in order to standardize and simplify the ordering process.

The response: never-before-seen excitement from the band members and their families.  The new apparel items created a celebrity status for the band, so much so that students outside of the band purchased some of the items.  The new apparel increased supporter commitment to the band, as they saw that the band was receiving the status it deserved.  The band was also able to gain profit from the sales, which they could use to further the band rapidly-growing band program.  The promotion worked so well that the band boosters plan on expanding the promotion the following school year.

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1.   Tweets that mention Identity Overhaul: High School Band Needed Image Revitalization | Surge Promotions -- Topsy.com   |  Monday, 12 April 2010 at 4:43 pm

   [...] This post was mentioned on Twitter by Marc Whitt. Marc Whitt said: High School Band Brand Revitalization – http://www.surgepromotions.com/716/identity-overhaul-high-school-band-needed-image-revitalization/ [...]

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