Not all rebranding efforts have to start with a blank slate. This JONES case study lays out the argument for using a tagline rich with potential to develop a complete brand identity and related website content strategy.
 
JONES developed a complete brand strategy for client Bellevue University focused on addressing the university's unique target market with relevant content that would reduce its website bounce rate and develop a lead nurturing program. 

The JONES strategy would:  

  • Expand on an existing tagline as a basis for complete brand & culture identity development
  • Use market research & student survey responses to develop relevant content for the website and publications
  • Use awareness content to address the specific needs of Bellevue University's niche market
  • Offer downloadable content & tools to help prospective students make decisions

Read the study for a guideline on how rebranding should be done.

           
                Case Study Brand Identity                
               
               
                       
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