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Client: Micro Business Development
Location: Denver, CO
Project: Brand Re-Design
Client Profile:
A Colorado not-for-profit revitalizing local economies by offering microfinancing and business skill development to help those with limited resources become successful business owners.
Business Objectives:
Raise $30 million in five years for program expansion, this 14-year old Denver not-for-profit must energize its fragmented brand identity and increase brand awareness in the competitive battle for funding.
Strategic Recommendation::
Create a distinctive brand strategy to uniquely position MBD as the microenterprise leader in the minds of clients, donors, volunteers and foundations.
Implementation:
A series of key steps were deployed including: brand health analysis, key stakeholder research, competitive exploration and a Strategic Planning Session with staff and Board members. Based on the TMP branding process, we mapped out a detailed Brand Strategy recommendation from Vision to Constituent Experience. MBD’s staff has incorporated the revitalized Brand Strategy throughout the organization including visual identity, consistent messaging by target audience and across a series of marketing communications tactics.
Client Feedback:
“What a benefit to have a consultant who can focus objectively on our organizational needs and translate that into a strategy that effectively guides our direction. TMP coached the entire MBD team to help us effectively implement our exciting new brand strategy.”
Kersten Hostetter
Former CEO, Micro Business Development
| Case Study: Micro Business Development |
