Formerly the Berea Children’s Home, Guidestone Ohio has spent the past several years engaged in a rebranding effort to better reflect the services and support the organization provides to its clients — numbering about 12,000 children and families.
Since July 2009, Debby Zanglin has been at the center of the effort when she was named chairman of the organization’s brand task force committee. Along with other leaders, Zanglin successfully helped to spearhead a number of tasks aimed at determining whether a name change was in order.
Among other initiatives, Zanglin helped to spur a collaborative effort with the board of directors to raise private dollars to fund the rebranding project, in addition to securing a $120,000 gift from the St. Luke’s Foundation. She also helped conduct market and branding research, provided oversight with multiple stakeholders involved in the project and was instrumental in trademarking the Guidestone name.
Zanglin met challenges along the way, and her skilled leadership never allowed the rebranding effort to stray off course.
In May 2011, the organization anticipated taking on a previously selected name, but research uncovered an unfortunate roadblock. Another organization that provides similar services had already taken the proposed name. Zanglin reacted quickly to the setback, working with the staff and board of directors to pursue a different name. This past January, the board approved the Guidestone name.
The launch of the new brand and name has generated an overwhelming amount of positive feedback. Under its new name, Guidestone is able to shed a long-held community image centered on the belief that the organization is only located in Berea, and only provides services on a live-in basis. Clients outside of Berea, and outside of Cuyahoga County, began to feel more engaged in the organization’s work and the mission of the organization in the community.
How to reach: Guidestone Ohio, (440) 967-4497 or www.guidestoneohio.org
