From the start, we realized that there were a lot of moving pieces and a lot of people who needed a say in the process. After all, the brand needed to resonate with more than 4,000 Kinesiologists across Canada in such a way that each one would not only understand it but would also feel confident in standing behind it.
In order to collaborate with the various stakeholders, we took the approach of engaging provincial association members early and often in the process. Every idea was debated and discussed. As we narrowed down the final concepts, we ensured that no one was surprised by what was presented. This also gave us was a clear understanding of the language and tone Kinesiologists themselves use when talking about themselves to customers and other stakeholders. Asking the question, “how do you work with people?,” allowed us to find the language that drew on their experiences and helped bring the brand vision forward.