Branding Is All About Change | Athletic Business

Branding Is All About Change

As I sat down to write this Editor's Note for Athletic Business, I couldn't help but reflect on the inevitability of change. AB's branding issue is all about how high schools, universities and rec centers implement changes to shape, refine and, in some cases, redefine perceptions of their institutions. From something as small as a logo redesign to a massive branding overhaul of an entire facility, change comes in all shapes and sizes and for varying reasons.

In most cases, the goal is to tell a story that encapsulates a company or institution's history, its guiding values and ultimately its aspirations for the future. In this issue, you'll find examples of how a number of facilities across a range of markets have approached the challenge of distilling their story into a consistent, vital and immediately recognizable aesthetic. From a healthcare facility looking to create an environment that embodies its goal of wellness to a trio of professional stadiums that are taking digital signage to the next level, this issue offers readers an in-depth look at the complex evolution of branding.

You might think that branding is a one-and-done endeavor — that once you've established the look and feel of your story, your job is finished. Think again. The inescapable conclusion found herein is that brands are organic, fluid concepts that change as the organization itself changes in relation to the world around it. Even the most trusted and endeared brands recognize the need to stay fresh and nimble as a way of keeping up with constantly changing consumer preferences and expectations.

Whether you're an athletic director at a major institution or the owner of small fitness club, I invite you to accept this issue as a prompt to reflect. What changes are necessary for your organization to grow and succeed?

Publications are not immune to change, and Athletic Business is no exception. The AB brand has been a voice for athletic, fitness and recreation professionals for more than 40 years, recognized across a growing spectrum of media. If you don't recognize me, however, you're forgiven. This is my first issue as executive editor, and I am humbled to have been chosen to lead such an outstanding and respected publication. I look forward to getting to know you, and this opportunity to grow our brand — and yours.

This article originally appeared in the July | August 2017 issue of Athletic Business with the title "Letters from the Editor: Changes" Athletic Business is a free magazine for professionals in the athletic, fitness and recreation industry. Click here to subscribe.

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