Permens rebranding

Services provided by BR-ND People: Strategy (purpose, mission, vision, proposition, positioning, portfolio); Expression (naming, design); Culture (internal branding, values, behavior, storytelling)

Background

In Amsterdam, Volksbond and Streetcornerwork have long been helping the most vulnerable people. In 2016, the organizations started to merge. They started working together in the field of outreach, ambulatory counselling, housing and daycare. From the start of the merger, it was clear that - because of the different cultures and ways of working between and within the organizations - time had to be taken to build the belief in a common future. BR-ND People started an internal process in 2018 to develop the mission, vision and brand strategy for the merged organization, including an entirely new brand expression, including the name, logo and corporate identity.

Challenge

Central to this assignment was employee and participant (client) participation. Since it was important that there was enough time and attention to discover the connection with each other, we organized team sessions at different times, which were guided by ambassadors in the organization. We created newspapers that were distributed at the residential and work locations and gave updates on the change process. In addition, we filmed every step in the process, so that everyone in the organization could see concretely what was going on and how enthusiastic colleagues and participants were. Because of the vulnerable target group and their special interests, extra attention was given to the cooperation and involvement of these participants. The name and design process also consisted of many sounding board sessions in which everyone could participate.

Result

A large proportion of the employees participated in the process. We saw colleagues move from resistance to advocate and embrace the transformation. The purpose and brand story of the new organization reflects the culture and is ambitious enough to drive the transformation forward. Launched in 2020, the new brand, perMens, is beginning to carve out a place in people's minds and hearts and in the streets of Amsterdam.