How And Why A Company Rebrands

A behind-the-decision look at the rebranding of the Hastings arts and co-working space The Purple Crayon.


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When and how to undertake a rebranding is always a major decision for business owners. The stakes are high; the outcome can be make or break. One local entrepreneur, Sarah Silbert Hinawi, EdM, shares her insight, fresh off the rebranding of her arts and entrepreneurship organization, Purpl (formerly The Purple Crayon).

Q: How and why did you decide to rebrand? Was there one thing that really made the decision for you, or just looking to update the brand? 

A: The decision to update the brand started with a desire to more effectively reach and connect with those individuals who we felt could benefit with our offerings, and better communicate the forward thinking and sophisticated approach that we take to our offerings. We engaged branding consultants Chamie Baldwin and Daniel Featherstone, who suggested the name change. 

Q: How did you decide on the new name? And why do you think the new name is a better fit?

A: Purpl felt like an exciting way to both stay connected to our original inspiration, [children’s book] Harold and The Purple Crayon, while suggesting the mature, innovative nature of the work we do. We also love how it feels open-ended and full of potential, just like the people who come here to work on building their work lives. The grooves in the logo evoke the many roads one can take, and also hint at the grooves in a record, which is a nod to our music offerings as well.

Q: Are you introducing new programs along with the new name?

A: We are continuing to run our popular ongoing programming, including workshops, live music performances, LunchPad meetings, and member lunches. On April 19, we’re holding our first You U. Boot Camp, a day-long version of the six-week curriculum we’ve previously offered. This is a program I developed to help high schoolers think about college by first thinking about themselves, and finding the right school by having a confident awareness of who they are, what they want, and how to identify those things when looking at possible schools. I'm also starting to run small group, invitation-only mentorship groups for small business leaders in the area.

Q: There are several spaces in Westchester now that offer co-working options; what do you think makes Purpl stand out?

A: A key change with the rebranding is a new take on workspace memberships. We're moving to one low annual fee for the HotDesk memberships (though permanent desks are still available on a month to month basis). Purpl is distinct from other co-working spaces in that we see ourselves as an incubator for the small business person, as opposed to the business. Our memberships are by application, and I use my counseling background and nonprofit and small business experience to facilitate experiences that build social capital among our members and help them take their work farther than they'd be able to on their own. We believe that independent professionals and small business owners are leaders and have a unique leadership development process to go through, and we try to help them do that.

 

 

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