The Wellness Institute: To Brand or Not to Brand
Faced with the challenge of continuing to differentiate the Wellness Institute from traditional fitness facilities, the executive director at the non-profit organization was considering undertaking a thoughtful and comprehensive internal and external branding exercise to improve and refresh its brand. The executive director found the inconsistencies of the current brand troublesome. She was faced with some potential opportunities she would like to explore by better understanding the organization's brand. But would her many stakeholders support spending money on a branding exercise and investing resources in an effort to impact a broader community? Could she justify the expense to her board? How would her staff react to the rebranding? Was branding the best place to invest resources to impact the broader community? Sara Penner is affiliated with University of Winnipeg.