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Any given day, you’re sure to find an Addison Whitney employee at the Y running on a tredmill or perfecting Zumba moves. As a member of the YMCA of Greater Charlotte, I received an email last week from the President & CEO and Metropolitan Board Chair that blew my mind – in a good way.
By the time I’d received the email, I’d heard the news of the YMCA’s rebranding to the Y. I had seen the new logo and color palette. And I had read quite a few articles and blog entries cheering and jeering the change.
But this email was different because it was from my Y. The email, entitled “Still Your YMCA,” communicated the changes members can expect including a new brand strategy defining its cause of strengthening the foundations of community and a refreshed logo. But it also told members what would not change: the mission, core values and services members enjoy.
A key to successfully introducing a rebranding effort to your target audience is communication. As a member of the brand strategy team, we tell our clients going through rebranding efforts to do just what the Y did so well. Tell your target audience why you did it, how you did it and what they can expect. Change can be scary, so calm any fears by clearly stating what will not change.
The email from the YMCA of Greater Charlotte says it best: “As you can see, the Y isn’t changing any of the great programs and services that we’ve always provided; we’re just trying to do a better job of explaining why they matter.”
And you’re off to a great start.