Kitchen & Bath Business - May/June 2016 - 20

Better Business Change Can Be Good  Lesson #3: Recognize and accept the emotion that comes with a visual branding change. A logo is supposed to evoke strong emotions in the target audience, so it will absolutely evoke a strong emotion in your leadership and employees. Stay focused on the business case. "I don't like X color" can be addressed in terms of how the data informs the objectives. Of course, it helps to build trust in your marketing teams with your leadership long before you contemplate a logo change. Proactively communicate their business-driven KPIs on a regular basis before embarking on a visual branding change.  Lesson #4: Plan for the logistics of the rollout by generating excitement and a desire across your organization to get on board. It is one thing to say: This is our brand. It is another to get the new brand actively through the pipeline in an industry as varied as ours. Five things I learned as a CEO leading a visual rebranding transformation AT KBIS THIS YEAR, THE NATIONAL KITCHEN + BATH ASSOCIATION (NKBA) unveiled a new visual brand identity that was the result of three years of evaluation and planning - and seven months of research and development. It was both intense and exhilarating. Logos evoke strong emotions across all stakeholders, from our Board of Directors to our employees to our members (e.g. our customers). To put it another way, it is the one area of your business where everyone has an opinion. As a leader, I found it important to manage input thoughtfully and respectfully, while assuring that my marketing team had the space and time to do their jobs effectively. Here are the five lessons I would like to share with you from our experience:  Lesson #1: Know when it's time to take on a visual rebranding project. It is not something to do on a whim or when a new CMO or agency partner comes on board and wants to make a mark. This is a data-driven decision. Lesson #2: To make a data-driven decision, you need data. Our marketing team led qualitative and quantitative research to understand the current perception of our brand across varying types of NKBA members at varying stages of their careers.The research confirmed our brand positives, such as our Kitchen & Bath Industry Show (KBIS), our design certifications and our unmatched ability to train for excellence in kitchen and bath design. We learned that the NKBA is best known for our designer-focused benefits and not as well known as a resource for research and information to benefit all member segments.We were not terribly surprised to learn that like many trade associations in today's world, we needed to battle against the perception of being a dated resource and communicate the value of a high-performance organization serving the industry. We also learned that the disconnected visual branding across our platforms, such as KBIS and 30 Under 30, was working against us. The goal became crystal clear: Create a unified brand identity to unite all these advantages of NKBA under one modern and contemporary look that will help our members and chapters stand out.  Lesson #5: Stay focused on your brand, not just the logo. Your logo is not your brand; it is the visual manifestation of your brand. Your brand is what your stakeholders experience and feel when they interact with your company. It is every touch point, from a visit to your showroom to a customer service call. It is not just about how your KBIS booth looks, but the experience when someone steps inside. It is every email, every employee encounter, every website visit and every post on social media. BY BILL DARCY, NKBA CEO 20 Our NKBA rebranding journey has been about changing the perception of what a trade association can do to improve all kitchen and bath businesses. It started with changes to the way we govern ourselves as a not-for-profit and continues as we improve our digital communications tools. We are thrilled with our new visual branding, and I wish you the best when it is your turn to take this journey. PS: I'm on Twitter, where I invite you to join me in a conversation about visual branding. Contact me at @NKBA_CEO.  Kitchen & Bath Business / MAY-JUNE 2016 / KBBONLINE.COM / The official publication of KBIS (KBIS.com) http://www.KBBONLINE.COM http://www.KBIS.com

Table of Contents for the Digital Edition of Kitchen & Bath Business - May/June 2016

Kitchen & Bath Business - May/June 2016
Contents
Editor's Note
Happenings
Hot Topic
Trents
Dealer Dish
Better Business
All Abroad
Tech Savvy
What’s Hot
What’s Cool
Adding a powder room prompts master bath renovation
Two kitchens and a master bath accommodate family life
Learning Corner
Kitchen & Bath Business - May/June 2016 - Intro
Kitchen & Bath Business - May/June 2016 - Kitchen & Bath Business - May/June 2016
Kitchen & Bath Business - May/June 2016 - Cover2
Kitchen & Bath Business - May/June 2016 - 1
Kitchen & Bath Business - May/June 2016 - Contents
Kitchen & Bath Business - May/June 2016 - 3
Kitchen & Bath Business - May/June 2016 - 4
Kitchen & Bath Business - May/June 2016 - 5
Kitchen & Bath Business - May/June 2016 - Editor's Note
Kitchen & Bath Business - May/June 2016 - 7
Kitchen & Bath Business - May/June 2016 - Happenings
Kitchen & Bath Business - May/June 2016 - 9
Kitchen & Bath Business - May/June 2016 - Hot Topic
Kitchen & Bath Business - May/June 2016 - 11
Kitchen & Bath Business - May/June 2016 - 12
Kitchen & Bath Business - May/June 2016 - 13
Kitchen & Bath Business - May/June 2016 - Trents
Kitchen & Bath Business - May/June 2016 - 15
Kitchen & Bath Business - May/June 2016 - 16
Kitchen & Bath Business - May/June 2016 - 17
Kitchen & Bath Business - May/June 2016 - Dealer Dish
Kitchen & Bath Business - May/June 2016 - 19
Kitchen & Bath Business - May/June 2016 - Better Business
Kitchen & Bath Business - May/June 2016 - 21
Kitchen & Bath Business - May/June 2016 - All Abroad
Kitchen & Bath Business - May/June 2016 - 23
Kitchen & Bath Business - May/June 2016 - 24
Kitchen & Bath Business - May/June 2016 - 25
Kitchen & Bath Business - May/June 2016 - 26
Kitchen & Bath Business - May/June 2016 - 27
Kitchen & Bath Business - May/June 2016 - Tech Savvy
Kitchen & Bath Business - May/June 2016 - 29
Kitchen & Bath Business - May/June 2016 - 30
Kitchen & Bath Business - May/June 2016 - 31
Kitchen & Bath Business - May/June 2016 - What’s Hot
Kitchen & Bath Business - May/June 2016 - 33
Kitchen & Bath Business - May/June 2016 - 34
Kitchen & Bath Business - May/June 2016 - 35
Kitchen & Bath Business - May/June 2016 - What’s Cool
Kitchen & Bath Business - May/June 2016 - 37
Kitchen & Bath Business - May/June 2016 - Adding a powder room prompts master bath renovation
Kitchen & Bath Business - May/June 2016 - 39
Kitchen & Bath Business - May/June 2016 - 40
Kitchen & Bath Business - May/June 2016 - 41
Kitchen & Bath Business - May/June 2016 - Two kitchens and a master bath accommodate family life
Kitchen & Bath Business - May/June 2016 - 43
Kitchen & Bath Business - May/June 2016 - 44
Kitchen & Bath Business - May/June 2016 - 45
Kitchen & Bath Business - May/June 2016 - 46
Kitchen & Bath Business - May/June 2016 - 47
Kitchen & Bath Business - May/June 2016 - Learning Corner
Kitchen & Bath Business - May/June 2016 - Cover3
Kitchen & Bath Business - May/June 2016 - Cover4
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