(You can read Part 1 by clicking here.)
Sometimes Re-branding is Necessary
It is imperative that museums constantly reevaluate the messages they project about themselves to the public, what can be considered branding. Re-branding is a part of revamping or even creating an identity for the institution. Thor writes that re-branding:
“is not simply a marketing initiative. It’s a holistic process that must consider and represent every aspect of any organization. Branding is not just about how you want to be seen. It’s about showing the world what you are and what you believe in…your brand must capture your vision, mission and values, not just a subset” (para. 6).
DeLouise suggests, “Re-branding is always an act of imagination. The question to ask if you want to re-brand is “will this propel our mission?” (para. 5). Also called brand repositioning, this process can be difficult and time-intensive. Notwithstanding the financial burden, a museum may not have the resources necessary to change the public’s mind about who they are and what they offer. If an institution is going to re-brand, this not only means a overhaul of its current messaging, logo, graphic standards, and communications processes, but also requires the organization to strategically determine how they are going to persuade visitors and non-visitors to think about their museum in a different way, away from the frame of previous experiences and impressions.
VanAuken (Branding Strategy Insider) offers the following conditions under which an organization might re-brand:
- “Your brand has a bad, confusing or nonexistent image…
- Your organization is significantly altering its strategic direction…
- Your organization has acquired a very powerful proprietary advantage that must be worked into the brand positioning.
- You are broadening your brand to appeal to additional consumers or consumer need segments for whom the current brand positioning won’t work.”
VanAuken operates from a commercial standpoint, but his ideas resonate with museums, which also struggle to establish a reputation due to a bad image. The catalyst for change may be that the organization wishes to alter their focus from being an institution known for putting on blockbuster exhibitions to one that showcases more regional art and artists. Many non-profits want to reach out to a younger demographic like Generation Y, individuals born between 1977 and 1998. Appealing to a new segment of the population may require a museum to change its brand so that it is more easily communicated across electronic media platforms like a Facebook fan page, an e-newsletter, or a blog.
How does a museum ensure that its new brand will thrive? As with any investment, monetary or otherwise, the return-on-investment is not always guaranteed, but there are ways an organization can strategize for brand success. Brothers Chip and Dan Heath (of “Made to Stick” notoriety) use the term “stick” to describe ideas that are “understood and remembered, and have a lasting impact—they change your audience’s opinions or behavior” (p. 8). In the twenty-first century, institutions should rely on an integration of traditional and guerilla marketing techniques to communicate a new identity to the public.