A few weeks ago I walked into a café, something I’ve been known to do from time to time. It was in Central Hawkes Bay and I was meeting with an old friend from my days at Manukau Central Baptist Church (now, Connect Baptist).
A woman in her late forties, maybe early fifties, on the other side of the counter said, “You must be a Mihaere?”
“Yes I am,” I replied. “How did you know that?”
She said as a matter of fact, “Because you look like a Mihaere.” I chuckled to myself because whilst my whanau come from the East Coast, I didn’t realise we all looked the same to total strangers.
Over the years here at NZBMS we have developed our family look (or brand) as we have grown and added new foci to our work. We brought back an old familiar name, The New Zealand Baptist Missionary Society (NZBMS); shifted tranzsend to a different position in the organisation; separated out BANZAid and Marketplacers a little; and launched Mission World at Assembly 2010.
We are, however, all one family and we have tried hard to help everyone see how all the pieces fit together. It’s been a surprisingly large undertaking and it has not always been easy to communicate how everything fits together. Some of you may remember me wandering around with a puzzle made of boxes as an aid to helping you understand.
In the first half of 2012, The Baptist Union engaged the services of an organisation named Inspiration Point. They did some extensive research in brand recognition across our churches. From the research, Jocelyn, from Inspiration Point, prepared some recommendations for NZBMS and shared with me the following:
“The recent research project highlights two areas of the NZBMS branding that are underperforming:
• At the parent brand level there is confusion between NZBMS, New Zealand Baptists Reaching the World and tranzsend, and how they fit together.
• There is confusion at the sub-brand level. In particular a lack of clarity as to how each sub-brand is different.
It is recommended that NZBMS continue to utilise a multi-brand strategy, but that it is rationalised in order to strengthen the parent brand and its relationships to the sub-brands.”
We were not surprised by the findings, but we felt it was too early to execute a change in the midst of helping people understand why we do what we do. The time has arrived, however.
We believe it is now time to unveil a new look NZBMS logo and sub-logos. I’m sure you will agree will show at a quick glance that we belong together.
Over the next twelve months we will migrate all of our publications and material, including our online presence to the new branding suite. This means that you will see a mixture of old and new for much of 2014, but by the end of 2014 there will be no use of the old branding except for historical reasons.
“Hey, you’re part of NZBMS, aren’t you?” “Yeah, you look like part of that whanau.”
The NZBMS team will be able to explain all the details at our stand at Assembly.
Peter Mihaere is the General Director of The New Zealand Baptist Missionary Society (NZBMS) – New Zealand Baptists Reaching the World.
Contact Peter at firstname.lastname@example.org or phone (09) 5268447.
With Permission From: General Directors Blog NZBMS