What is branding?
Branding is the personality that identifies a product, service or company and differentiates it from the goods of other sellers.
What is identity?
Identity is the combination of color schemes, designs, words, logo, slogan and uniforms that represent a company.
What are we changing?
As a Club, we are the brand and those elements will not change. Our mission statement along with coaching staff, facilities we utilize and our programming will remain the same. We will be changing our name, logo, color scheme and uniforms.
What is the Club’s new name going forward?
Grand Rapids Crew Juniors will now be known as Midwest United Football Club.
When will the name officially change?
The name will officially change June 13, 2015. We will begin to see our new name, logo and colors following the dinner on Feb 6th.
When will the logo and uniform colors of the new identity be announced/released?
The new logo and colors will be released on February 6 at the 2nd Annual Club Celebration dinner. June 15th will be the beginning of the new two-year uniform cycle. We will have Midwest United Football Club fan wear available to order on February 6 at the dinner.
Why is Midwest United Football Club (formerly Grand Rapids Crew Juniors) implementing a new identity?
The decision was made to move away from the Columbus Crew affiliation to allow OUR established brand to stand on its own merit. The GRCJ name and logo will forever be part of our rich history but it is the families, players, coaches and staff that define who we are. Knowing WE are the brand, we want the freedom to develop our identity based on the core values and relationships formed while continuing our “tradition of excellence”.
Why leave the MLS affiliation?
The funds used to maintain the MLS affiliation will be reinvested into Club operations to place a larger emphasis on coaching education, increase player training opportunities, expand Club programming, improve communication and customer service.
Will we retain existing coaches and attract new coaches to our Club without the MLS affiliation?
Yes, we will retain existing coaches and will continue to develop our staff as we move forward. It is the reputation of our existing coaches, the relationships we have formed throughout the years, and the players in our program that will continue to be the attraction to our Club.
Will I need to buy a new uniform?
Yes, a new uniform package will be required in June 2015. We are at the end of our two year uniform cycle; therefore, new uniforms would have been a requirement regardless of the logo.
Where will I see this brand campaign?
We will launch this brand campaign at our 2nd Annual Club Celebration dinner on February 6. We will continue to increase awareness of this campaign through the usage of social media, relationships with local schools, our extensive email database, relying on the resources of our Club sponsors, our GRCJ Website, monthly newsletters, photography and other visual communications. For updates, please join our mailing list, Facebook, and Twitter.
What are the costs associated with the branding campaign? Will it affect Club dues?
The cost of the brand campaign is contained within our existing marketing communication budget and offset by our campaign sponsors. While there is no guarantee Club dues for 2015-16 won’t increase due to normal rising business and operating expenses, the brand campaign will not impact the cost of dues.
Thank you to our branding campaign sponsors:
WIll we continue to train and play at the MVP locations and Brewer Park?
Yes, we will continue to use both locations and will work to secure additional fields when needed.
Does this impact our team league status, tournament recognition, ranking in GotSoccer, draw to colleges and player visibility during the recruitment process?
No. The rebranding will not impact any of the items listed above. In the short term, some will refer to us as Midwest United Football Club, formerly known as Grand Rapids Crew Juniors. We will quickly establish our new identity, within the soccer community, through our extensive marketing communications plan. We currently have a strong and successful college recruiting process, and will continue to use our resources to offer additional tools that will improve the process for all Midwest United Football Club players.
Will there be a negative impact for not maintaining our MLS affiliation with the Columbus Crew?
No, our Club will not be negatively impacted. With your support, WE WILL CONTINUE TO:
· Work diligently to make each player as successful as possible both on and off the field.
· Provide great experiences and opportunities for all players.
· Develop and build confidence in all of our players.
· Employ the best coaches to implement our established successful teaching philosophies.
· Provide the best year round training facilities and curriculum.
· Succeed with winning local, state, regional and national titles and tournaments.
· Compete in some of the most prestigious leagues in the country.
WE are the BRAND. WE are the Club. WE are UNITED!