Rebranding or brand evolutions are important. It shows your organization is growing and evolving, and you understand your customers — who they are and their changing needs.
It was this thought process, strategic challenges, listening to input from our stakeholders including our employees, and much more, that led the Flint & Genesee Chamber of Commerce to adapt a new brand strategy for how we go to market, going forward.
We are now the Flint & Genesee Group. The Group, as we refer to it in short, sets the strategic infrastructure for the organization, which connects to our divisions through a shared mission, vision, and values, and markets our services through these four divisions:
Flint & Genesee Economic Alliance. Responsible for business retention and attraction, private investment and jobs in Genesee County
Flint & Genesee Chamber. Adds capacity to small businesses
Flint & Genesee Education & Talent. Prepares youth and adults for academic and career success; and
Explore Flint & Genesee. Promotes the region and increases tourism in Genesee County.
In addition to a new name, our rebranding also includes a new “look and feel”. The logo selected for the Flint & Genesee Group has a modernized look and is based on the shape of Genesee County. It creates a container of sorts for the activities and excitement that’s occurring in the County. The division logos are similar in shape, connecting them to the Group, but created in their unique brand colors.
Rebranding our organization was the right move, made at the right time. Not only for the efficiencies it will create for our business, but it also has several benefits for our stakeholders, our partners, and the community.
For one, we now have a brand architecture that clarifies who we are and helps to differentiate the Group in the marketplace.
Also, entry points into the organization are easier. It allows a market-driven or customer-focused approach, and it helps clarify and communicate our breadth of services, and to whom we offer them.
The bottom line: Going forward as the Flint & Genesee Group strengthens our organizational identity and enhances our value proposition. The Group and our divisions, working collectively, offer a broad range of services and resources that will help to create a stronger Genesee County where businesses and individuals can thrive. I invite you to learn more by visiting flintandgenesee.org.
Tim Herman is the CEO of the Flint & Genesee Group