Dorchester Food Co-op's Rebrand: Telling Your Co-op's Story
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Jacqueline Hannah (Food Co-op Initiative) and Darnell Adams (Dorchester Food Co-op) share lessons learned from a case study of Dorchester Food Co-op's re-branding and re-visioning process. This was presented at NFCA's 2017 Northeast Start-up Workshop Day hosted by Monadnock Food Co-op.
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Dorchester Food Co-op's Rebrand: Telling Your Co-op's Story
- 1. THE POWER OF RE-BRANDING A CASE STUDY NFCA NE STARTUP DAY 2017 Jacqueline Hannah, Food Co-op Initiative Darnell Adams, Dorchester Food Co-op
- 2. SYNOPSIS In summer 2016, Dorchester Food Co-op started considering if it was time for a rebrand...
- 4. Changing the name, logo, visuals, packaging, marketing materials and/or any other defining aspect of a company’s consumer connectivity. J
- 5. The Food Co-op Initiative shared with DFC that they had witnessed the power of strong branding for some of the most successful startups, from Renaissance to Green Top. WHY A RE-BRAND? J
- 6. Hypothesis #1 A strong identity leads to more owner buy-in and momentum for startups. WHY A RE-BRAND? J
- 7. Hypothesis #2 A re-brand for an otherwise well-organized startup in stage 2a could help them get across the “chasm” of ownership growth that stalls many start-ups. WHY A RE-BRAND? J
- 8. WHY A RE-BRAND? J INNOVATORS EARLY ADOPTERS EARLY MAJORITY THECHASM! LATE MAJORITY LAGGARDS 2.5% 13.5% 34% 34% 16%
- 9. ¡ To change perceptions Remember, your brand isn’t what YOU say it is, it’s what the public says it is. ¡ Competitive difficulties (regain mindshare) A new competitive landscape, or loss of market share requires you to further differentiate. ¡ Social awareness/Shift in focus Current brand may no longer represent the mission your community is striving for. ¡ Past transgressions A need to recover from a situation that has damaged the reputation. It signals a fresh start and a new focus. ¡ Mistakes in original branding Done without understanding the proper target audience, or simply done unprofessionally. WHY MIGHT YOU RE-BRAND? J
- 10. ABOUT DORCHESTER
- 11. § We are in late Stage 2a and thought it was great time to do a re-brand to show a new level of commitment and solidity. § We have a strong project manager who is working hard to root the co-op’s identity in the community. § As a start-up we’ve gotten pretty far without it, but we lacked a clear brand and message. A LITTLE ABOUT DORCHESTER D
- 12. ¡ 6,000 sq. ft. store ¡ Focus on affordable healthy food ¡ Leadership to be reflective of diverse community ¡ Hybrid ownership: worker- and consumer-owned grocery store DORCHESTER’S VISION D
- 13. ¡ 2011: Community begins to explore idea of a co-op ¡ 2012: Incorporate and begin getting member-owners ¡ 2012: Create Boston’s first winter farmers' market ¡ 2015: Project manager hired ¡ Today: In discussions with a developer for a site DORCHESTER’S HISTORY D 0 100 200 2012 2013 2014 2015 2016 Membership Growth
- 14. THE PROJECT
- 15. § Project Planning: § vision exploration process § initial concepts with two rounds of revisions § branded collateral items § creation of a launch plan to capitalize on the rebrand § Team assembled: § Graphic Designer § Working Group of 8 volunteers consisting of Communications and Marketing Team and several board members GETTING STARTED D
- 16. Why are we doing a rebrand? What problem are we attempting to solve? Has there been a change in the competitive landscape that is impacting our growth potential? What are some of the critical audiences for your co-op? If you had to choose one, who would you say is the primary audience? Are we pigeonholed as something that we (and our customers) have outgrown? Does our brand tell the wrong (or outdated) story? KNOW WHY WE’RE DOING THIS. D
- 17. What do we want to convey? Convince (who): That (what): Because (why): Why should anyone care about our brand? Have their needs, or the way they define them, changed? Is our brand out of step with the current needs and desires of our customers? KNOW WHY WE’RE DOING THIS. D
- 18. What puts the re-design at risk to fail? What is the one thing we must get right to make the project worth doing? Assuming we mitigate that risk or issue, what would make the re-design a wildly successful project? KNOW WHY WE’RE DOING THIS. D
- 19. WHO WE ARE. WHO WE AREN’T. § Finding alignment in our vision of the co-op. § Uncovering any disparities in priorities. D
- 20. IDENTITIES FEASTF R CHANGE HELP EDIBLE ECONOMY reinvent our local food system here in Central Illinois! Savor a 4-course local food feast, created by the chefs of Epiphany Farms Enterprise, featuring fresh, seasonal ingredients from their farm. PLUS: ᮣ Complimentary hors d’oeuvres and Aronia Berry sparklers ᮣ Exciting pictorial exhibit: ‘Envisioning the new Central Illinois Food & Farm Economy’ ᮣ Brief talk by noted food system analyst Ken Meter Friday, Sept. 9th 5:30pm, Station 220 220 E. Front St., Downtown Bloomington Tickets are $65 each and must be purchased in advance: TELEPHONE: Call Heartland Community College at 309-268-8160 ONLINE: Through Heartland Community College Community Education website: http://www.heartland.edu/ communityEd IN PERSON: By visiting Station 220 BY EMAIL: Send your request to info@edible-economy.org and we will make arrangements for your purchase. Deadline to purchase tickets is Sept. 4 Join us on Facebook: Edible Economy
- 21. § Do know why you are rebranding. § Do have a clear process for decision making. § Do use a professional designer. § Do plan how you will rollout the new brand. § Do not veer from group’s feedback original direction. Are one or two voices moving things astray? § Do not open the process to the entire membership. DOs AND DON’Ts FOR A RE-BRAND D
- 22. BEFORE
- 24. THE REVEAL
- 26. FRESH FRIDAYS Fridays in August 6–8pm AT THE CORNER OF BOWDOIN ST. & TOPLIFF ST. Aug. 5 Home Grown Learn about gardening and growing your own food Aug. 12 Playstreet Come out and play games, do some light yoga Aug. 19 Healthy Cooking Healthy food/drink demo Aug. 26 We Own It! Member Appreciation Night #FridaysRFresh #WeOwnIt ALL ARE WELCOME. ALL CAN JOIN! DARNELL ADAMS Project Manager 617-804-6085 dadams@dorchesterfoodcoop.com PO Box 240231 Dorchester, MA 02124 DorchesterFoodCoop.com A new kind of grocery store is coming to Dorchester!
- 27. Social media teaser Launch party
- 28. Owners participate in ‘controlled’ voting on the tagline. This gives owners involvement in an important part of the re-brand, but not the logo itself.
- 30. Thank you!