Creating a New Brand - Readers' Q&A

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Submitted: February 2008

We're a major college rec department that wishes to overhaul our entire brand to coincide with the construction of a new facility. Where do we start and how far should we take it?

anonymous

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Answers from AB Readers
I would suggest that you contact Anne Wall at Marketing Navigators. Anne has worked in brand protection and creation for the last twenty years and has worked in that area for at least three Olympic games. The second individual that you may want to contact is Atty. Martin Greenberg in Milwaukee who has written books on creating and funding new facilities and is an expert in the area in which you need help. Third, if you decide to consult any attorneys in your area to assist you with this, make sure that they understand not only trademarking and brand protection, but also how it functions in a sports field, whether amateur or professional. Good luck! Janis K. Doleschal Sports Law Consultant Start Playing Safe Milwaukee , WI Posted: July 2008
Last year, SDSU undertook a major project to review the “branding” of the organization and of its various programs, services and facilities to lay the groundwork for building a recognizable “brand” for our organization. We wanted to create a new graphic look, logo treatment, tagline(s) and other creative concepts for our programs and to develop this into a marketing and public relations strategy for communicating the new “brand” to our audience. We worked with a graphics design class and a major marketing company to define what our brand meant to SDSU students. This work included focus groups, surveys, marketing analysis and several months of work later, we know have a new logo with much more work to be done. Eric Huth Recreation Director San Diego State University San Diego , California Posted: March 2008
Branding your facility is very important, and this should be integrated into the plans for the new facility. It may be necessary to hire an outside marketing expert to help with this. Ideally, the branding should be a part of all aspects of the facility and operations in order to be effective. Ken Ballard Principal Ballard*King & Associates Highlands Ranch , CO Posted: February 2008
Start today by collecting examples of branded environments that you like. Look for great examples of appropriate branding applications in athletic facilities, Walt Disney World, professional sports teams and, of course, the student rec complex at the University of Missouri. Also, start reading Brand Lands, Hot Spots & Cool Spaces: Welcome to the Third Place and the Total Marketing Experience, by Christian Mikunda and Andrea Blomen. Branding and the creation of “Third Place” are the newest, hottest trends in higher-education environments today. Diane Guse Dahlmann Director of Recreation, Services & Facilities University of Missouri Posted: February 2008

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