b'CCAB REBRANDINGperspectives from CCABs team, as well as our in-house Elder, Coleen Garska, weA WELL-PLANNED REBRANDcollaboratively narrowed it down to a final concept that symbolized collaboration and growth while respecting the organi- KEY FACTORS TO CONSIDERzations heritage.WE LEARNED ALONG THE WAY CHANGE: Evaluate how your organizations goals and role have evolvedOne major insight from CCABs refreshsince your brands inception.was the importance of balancing heritage with evolution. By pushing CCABs comfortTHE WHY: Understand the purpose behind the rebrand and itslevel with change and presenting diversepotential impact on growth and audience connection.concepts, we found a middle ground thathonoured their past while embracingSUSTAINABILITY AND INVESTMENT: Recognize that creating a future growth.comprehensive brand requires time and investment but is essential for building trust and loyalty.Change is often nerve-racking or uncom- fortable, especially in the age of minimal- PARTNER INVOLVEMENT: Choose a creative partner who shares your istic logo redesigns. However, the brandvalues and listens to your needs, facilitating a collaborative process.refresh was approached with a holistic strategy and point of view. CCAB is in aPROCESS: Avoid rushing the rebranding process, as it can erode period of growth and change. As a result,customer trust. Commit to a collaborative and flexible approach.the rationale behind the brand refreshCUSTOMER INVOLVEMENT: Engage your current audience throughout was strategic, intentional, thoughtful, and guided by care and consideration for howthe rebrand journey, sharing the rationale behind the change and listening it affects their members.to their perspectives to ensure a smooth transition.CONSIDERING A REBRAND? By considering these factors and embracing a collaborative approach, Before embarking on a rebrand, it is crucialorganizations can navigate the rebranding journey successfully, honouring to understand your motivations and stra- their past while embracing future growth and evolution.tegic goals. Assess whether your existing brand effectively communicates your orga-nizations story and values. Remember, a rebrand isnt just about a new logo; its about building market awareness and resonating with your audience. While CCAB is refreshing its brand in conjunc-tion with a milestone event, that is not the reason they are doing it. There must always be other meaningful reasons as well.As an Indigenous business, it has been an honour to have the CCAB team entrust us to do this important work and allow us to walk alongside them. Together, we have created a new brand that speaks to CCABs journey and evolution. It is more than a logoits a story about the exciting possi-bilities in store for Indigenous businesses and economic reconciliation in Canada. We cant wait to help tell the story of the new CCAB brand when it is unveiled in May at the anniversary celebration and business forum. Stay tuned!pipikwan pehtakwan is an Indigenous-owned, led and majority-staffed public relations and engagement agency dedi-cated to amplifying Indigenous voices, truths and stories across Turtle Island. Learn more at pipikwanpehtakwan.com.Aboriginal BUSINESS REPORT 97'