HCAM is well-established statewide nonprofit in Maryland. The organization selected us as its marketing partner after identifying a corporpate brand refresh as one of its top strategic priorities for 2024-2026.
Working with a designated project team, the executive leadership team, senior managers, and the Board of Directors, we lead the completion of the brand refresh focused on producing updated, clear, and concise brand content for use across HCAM’s comms and marketing channels.
There was a lot to do in the four month project period: Complete our brand discovery and research, conduct brand strategy sessions with the staff and Board, produce a brand messaging guide, train the staff and Board as HCAM brand champions, and conduct a marketing content assessment with recommendations.
Due to the constrained timeline and multiple demands on the key HCAM stakeholders involved in the project, we knew it was critical to establish a project structure that would maximize momentum and eliminate disruption to operations and governance.
Our strategy sessions and trainings provided valuable time for HCAM senior staff and Board members to participate in brand strategy work and practice using the new brand messaging to build their confidence as key brand champions. In their feedback, they told us these hands-on learning experiences were particularly valuable for the staff and Board.
We expedited the project kick-off and established a clear and mutually-agreed upon set of brand refresh goals, deliverables, activities, roles, and detailed timelines. Nancy also created a set of five guiding principles to ensure the project’s success and maximum benefit to HCAM and its stakeholders.
We completed all deliverables on time and on budget and maintained adherence with the project’s guiding principles throughout.
HCAM immediately implemented the use of the brand messaging guide and began implementation on our marketing content recommendations.
“It was a pleasure working with Asana Consulting on our brand refresh project. Their team was attentive to the needs of our organization and took valuable time to hear from a range of leaders about our brand, programs, and community impact. They thoroughly reviewed all of our marketing and content assets to inform their work and sought input at every point in the process of developing the marketing recommendations and brand messaging guide. That attention to detail shines through in the final products.
Asana Consulting helped our nonprofit organization to refresh our brand and how we communicate with a range of audiences. We are now able to clearly and concisely articulate our mission and program areas, and it is exciting to see the brand guide put into practice to advance our work. The Asana Consulting team brings incredible passion and expertise in marketing and branding that was matched with an understanding and belief in the importance of our mission.”
