Introduction:
Under my leadership, Moringa School, a premier tech education institution in Kenya, successfully completed a brand relaunch in 2022. The brand relaunch was a comprehensive process that began with a brand audit in 2019, followed by brand identity definition, and finally a successful relaunch in 2022.
Brand Audit: The Starting Point
The brand relaunch process began with a comprehensive brand audit in 2019, conducted by myself and the marketing team that I was leading at the time. The audit was designed to assess the current brand identity, its strengths and weaknesses, and gather insights from both internal and external stakeholders. This information was then used to identify opportunities for improvement and to create a clear brand strategy.
Brand Identity Definition: The Next Step
With the findings from the brand audit, I then led the process of defining the new brand identity for Moringa School. This involved creating a new brand message, visual identity, and positioning that aligned with the institution’s mission and values. The new brand identity was designed to appeal to the target audience, highlighting the unique selling points of Moringa School, and communicating its mission and values more effectively.
Internal Onboarding of the New Brand Identity: The Soft Launch
In addition to the external relaunch of the brand, I also led the internal onboarding of the new brand identity, personality, and values to Moringa School’s staff. This was an essential step in ensuring that the institution’s employees were fully aligned with the new brand and could effectively communicate the new message and values to students, partners, and other stakeholders.
The internal onboarding process included workshops and training sessions that were designed to familiarize employees with the new brand identity, personality, and values. This included information on the new messaging, visual identity, and positioning, as well as best practices for communicating the new brand. Additionally, I led the marketing team in providing ongoing support and resources to ensure that all employees were fully on board with the new brand and able to effectively represent it.
The internal onboarding process was crucial in ensuring that the entire Moringa School team was fully aligned with the new brand and able to effectively communicate it to all stakeholders. This helped to ensure that the brand relaunch was successful and that the institution’s reputation as a premier provider of tech education was enhanced.
Successful External Relaunch: The Final Outcome:
With the new brand identity in place, my team and I then led the successful relaunch of Moringa School in 2022. This involved a comprehensive marketing campaign that included updating the website, social media, and all other marketing materials, to reflect the new brand identity. The relaunch was met with positive feedback from both internal and external stakeholders and helped to enhance the reputation of Moringa School as a premier provider of tech education.
The brand relaunch of Moringa School in 2022 was a comprehensive process that began with a brand audit in 2019 and ended with a successful relaunch in 2022. My team and I played a pivotal role in leading this process, from conducting the brand audit to defining the new brand identity and finally the successful relaunch. The new brand identity helped to enhance the reputation of Moringa School as a premier provider of tech education and position the institution for future growth.