IMPACT is a Milwaukee-based organization that provides a host of services which help restore the health and productivity of individuals, organizations, and workplaces. IMPACT partnered with TRG Marketing looking for help with analyzing and solidifying their brand. Though their services are effective and varied, existing IMPACT clients had trouble identifying offerings and associating them to the parent IMPACT brand. Some were not even aware of the name IMPACT, a fact that the erstwhile non-profit organization was determined to change.
TRG interviewed IMPACT’s employees, board members, and clients to better understand the brand strength of each service and how it tied to the greater IMPACT brand. After synthesizing this information TRG developed a brand strategy which suggested changing some of the names of their service branches, inserting the IMPACT name in front of each service branch, and creating an internal brand identity/map for IMPACT to use.
IMPACT made the changes and continues to emphasize the enhanced brand. They also returned to TRG for brand counsel when they merged with the Planning Council for Health & Human Services, and again for further branding assistance and counsel. Through these changes IMPACT has transitioned to an emerging brand in southeast Wisconsin and an organization recognized for its valuable family of services.
- Client: Impact
- Category: Brand Development
- Deliverables: Brand research, strategy & mapping
Big picture, IMPACT’s bridging the gap from a “house of brands” to a “branded house” will help the organization reach more people in need of their very important services. — Mike