Conference Schedule


Branding is More than Just a Logo

  • Saturday, November 10, 2018 - 11:00am to 12:15pm

Too often organizations believe that they can design a new logo or add a tagline and consider their rebranding efforts complete. In this session, panelists will lead participants in a holistic and comprehensive discussion about branding including the theory of why branding is critical, real-world examples of how organizations have used data to guide their efforts and the results of their brand exercises, as well as concrete tips and suggestions that participants can bring back to their organizations.

We will start with a brief discussion about why branding is critical to organizations of all sizes and industries, particularly as competition for leisure time and disposable income continue to increase. And we’ll provide examples from the arts world and beyond.

The panelists will also discuss various methods for gathering the data needed to identify and communicate their brand by learning how they are currently viewed by their community. The next step is translating these learnings from the into a plan and a positioning statement. Finally, we’ll share before and after examples of logos, visual identity, and branding language and discuss all the ways branding work has affected our organizations.

The examples and learnings shared by the panelists will be based on experiences from specific recent rebranding campaigns. At Trinity Rep in Providence, Kate Brandt became the director of marketing at a time when the 53 year-old company was struggling to grow its subscriber base and single ticket buyers.. While its productions and educational programs embraced the “Trinity Rep aesthetic”, the marketing was not. Together with other changes to the marketing strategy, the new brand helped Trinity Rep grow subscriptions 12%.

Portland Center Stage in Oregon was selected to be part of the cohort of organizations in the Wallace Foundation’s Building Audiences for Sustainability (BAS) Initiative, a six-year program. At the launch of this work, they were able to engage in true market research, versus the usual audience research most of us can manage through our own databases. Two years in, they have seen annual audience growth exceeding 5% each year, and a stronger awareness about our company in the community.


Learning Objectives:

During this Session, attendees will:

1. Understand why branding is critical to marketing, development, audience engagement, and outreach efforts

2. Learn how your constituents view your brand

3. Translate your brand into a visual identity

4. Learn how to communicate your brand beyond the logo and visual identity

5. Discover ways to get the entire organization “on brand”


Ms. Kate Brandt
Director of Marketing & PR
Cynthia Fuhrman
Managing Director, Portland Center Stage