November 19 · Webinars / Virtual Events
About this event
A Peer 2 Peer Webinar for Communications and Marketing Professionals
Most of us know a rebrand is bigger than a new logo — but few of us get to watch one happen in full, with the research data, the board conversations, the budget realities, and the first month of live results all on the table.
This session walks through a complete ministry rebrand, start to finish: how we tested a new name and visual identity across multiple countries, how we built the case that won board approval, how we designed a mark that works in closed-access countries where a Christian symbol can put people at risk, and what happened when we put the new brand in front of the public. Attendees will see the actual research findings, the decision points where we almost chose differently, and the honest numbers from our first awareness campaign — including what underperformed.
Whether you’re a one-person shop or leading a full communications team, you’ll leave with a realistic understanding of what to expect in the rebranding process, practical tips for timeline and budget development, what it requires of your leadership and board, and real-world communications guidelines for your staff and volunteers.
You’ll want to sign in to this if you are …
Seasoned marketers, creative strategists, development officers, organizational development leaders, and C-Suite leaders who are contemplating comprehensive brand reinvigoration, organizational name change, and managing global alignment to drive brand awareness. This webinar will include a review of the design and brand identity process, but will not focus on the tactical graphic design principles or elements.
Especially applicable for practitioners who are focused on the strategic level of brand management and managing change, and currently:
– Considering, planning, or currently in the middle of a rebrand or name change
– Carrying responsibility for brand decisions without a large team or budget behind them
– Working across multiple audiences (seekers and supporters, field staff, and donors)
– Needing to build a persuasive case for board or executive approval
– Operating in or alongside sensitive and closed-access contexts where visual identity carries real security implications
Your Takeaways will include …
Participants will walk through the four phases of real-world global rebrand and leave with:
A deeper understanding of the market research and trademark factors — How to run name and identity testing on a ministry budget, what we measured across four international markets, and how unaided awareness benchmarking gave us a number to defend decisions with (and to measure against later).
How to navigate emotional attachment and gain stakeholder/board approval — How to frame a rebrand for a board as stewardship rather than style: the case we built, the objections we anticipated, and what we’d tighten if we did it again.
How to preserve the mission, reframe the messaging, and choose the right name and mark — How a name, a mark, and a tagline get chosen when they have to carry theology, function across languages and alphabets, and protect field workers in hostile environments. Attendees will see the design rationale and the test data behind our final selections, including the one in which research contradicted our instinct.
How to launch and roll out a new/reinvigorated brand to ensure buy-in from employees, volunteers, donors, partners, and primary audience segments — Sequencing a brand migration across a website, advertising, donor communications, and international field teams; bringing global partners into the decision rather than announcing it to them; and month-one results from our national awareness pilot, with what worked, what didn’t, and what we changed.
Handouts will include access to ExploreGod’s rebranding playbook, communications, and brand guidelines.
Presenter
With over 30 years of experience leading global brands through paradigm shifts, Kim Stiver blends art and science in her approach to strategic thinking, marketing planning, and brand-centric communications.
An award-winning brand storyteller and highly regarded executive leader in integrated marketing, organizational communications, and key stakeholder relations, Kim has led more than a dozen brand reinvigoration initiatives for both nonprofit and corporate organizations, and has created all-new product brand names and go-to-market strategies across B2B and B2C market sectors. Her work on a rebranding campaign earned a regional Emmy Award and four Telly Awards. Kim joined ExploreGod in 2024 and leads a dynamic team focused on developing and managing sustainable creative and content experiences that capture, motivate, and nurture global audiences across multiple brand channels.
Kim’s leadership background and marketing expertise spans B2B, B2C, church, and nonprofit segments, with a proven track record of evaluating market trends, conducting opportunity assessments, and launching go-to-market strategies for high-tech, subscription-based, and CPG products and services. She holds a Bachelor’s Degree in Communication from Berry College and resides in Northern California.
With a passion for helping people discover the unparalleled satisfaction and joy of abiding in a deeply aligned relationship with Jesus, Kim has served for decades as a teacher, devotional writer, and spiritual growth mentor focused on bridging the gap between Sunday morning experiences and the realities of daily living.
