One of my pet peeves is when people kept saying they have just done a re-branding of their organisation, and when you asked them what they have done, they would say “Our logo is now orange with a bit more swish into it”
Re-branding is about allowing your brand to evolve with time, development and the need of your audiences.
It is not just changing your logo, colours and other ‘look and feel’ – Changing your logo and colours is just a refresh of your Visual Identity.
Re-branding = Changing or developing your offering as a museum, this includes the attitude of your staff, perhaps even the vision of the museum, the orientation of your museum, positioning in the market. In a marketing jargon is about looking at a different approach of your 5 P’s: People, Product, Price, Place and Promotion. Some organisations even create a Brand Standards; the document specify for examples: the greeting staff must give to customers when they first arrive, when they leave, how many soap each toilet needs to have and specific brand of soap, and on and on and on.Sure, changing colours and logo contributes could contribute towards the re-branding, but it does not necessarily completes it. You need to conduct a research on your audiences, competitor, market; then make a strategic decision on where do you want to move forward to and so forth, to re-brand your museum.
You want your museum to be esteemed as an environmentally friendly museum. So to re-brand your self you change your logo from Red to Green. However your staff is seen to the public to not recycle, or you print a lot of marketing materials or your cafe don’t serve organic food and so forth. Would changing the colour help you to be seen as an environmentally friendly museum?
What do you think would have more impact to your brand, if you want to be a family friendly museum?
A logo with illustrated/cartoon character of it or regularly having activities for children and have a baby changing facility?
Have you done any re-brand? or a change of visual identity lately? Did it create any impact? Does people think of you differently? How different?
This talk by Chris Bangle at one of Creative Morning London made me think about museums and audiences, and museum marketing professional and digital media.
He talked about empowerment, encouraging designers to allow development through empowering others. Not to just feed others with good design but allowing others to design. I think museums have been doing a lot of this through engagements with their audiences; young people, families, etc
Projects for example allowing young people to choose objects for our exhibitions, arts project encouraging local community and many more.
But then he talked about designers being the ELITE, that there is a sense of ELITIST that only those who have gone through a design degree could design, etc. That 2000 years ago only the elite could read and write, therefore only a few could access information.
The museums world used to be elitist, that only white, upper middle class, well-educated people dwell in this world. Not anymore of course, there are many programmes museums do to encourage diversity for example the Museum Association – Diversify; a programme that offers people from ethnic minorities, from less affluent backgrounds, or with disabilities bursaries to study museums studies, and other similar programmes run to encourage this empowerment.
Which are brilliant, and so much of what Chris Bangle said that the Museums world have commendably actually done in empowering others.
However, are we still Elitist in terms of knowledge, knowledge of the digital media specially? Looking through discussions about museums and digital media it has been the same people or people from the same area of work (marketing, audience development). Have we shared enough with others? Have we encouraged/empowered others in our museums to use digital media in their work? Have we shared our knowledge to other museums that has less, in terms of budget and time? After all, are we not in world of openness, where crowdsourcing, open-source is common? Why are we not treating this knowledge the same way?
How many of us could say honestly that the other teams in our museums or even the director understands about the importance and the workings of digital media? How many people in your museum knows about the wonderous Hootsuite or QR codes or PPC campaigns? Do you they need to know?
It would be good to know whether you are sharing with others in your museum. If you are how do you do it? I find it rather difficult as some people has the tendency to block off digital things because they think its to complicated. Do let me know by leaving a comment below.
It took me and Alice a while to digest this, but the concept of animating discussion and debate (not animated discussion) is really good. I agree with quite a few of his ideas, and some actually made me think.
To live differently involves to think differently, involve seeing the world and ourselves in a new perspective
Most of our behaviour including social interaction is as a result of us responding automatically to the world around us rather than the outcome of concious decision making
We are very bad at predicting what is going to make us happy and we are even bad to recognise what made us happy in the past
really struck me.
And the statement
Our tendencies to make RIGHT or TRUE that is which is merely FAMILIAR
and Wrong or FALSE that is which is only STRANGE
rings so true, and I feel that this is so apparent when you are managing change.
Am I being one of those Dodo’s that is easily led or so struck by new ideas? Ideas that might still develop in the future? Maybe, but I am definitely going to watch more of these videos.