Branding is an important aspect of any museum’s image and marketing, regardless of the institution’s size.

This leaflet presents Historic New England as a case study for how to create an effective brand.

Originally known as the Society for the Preservation of New England Antiquities (SPNEA), the organization did not have a clear message to communicate to the public.

Diane L. Viera shows how SPNEA became Historic New England, the oldest, largest, and most comprehensive regional preservation organization in the country, through marketing strategies and how it maintains that identity today.

Charts define terminology used throughout the leaflet, provide a brand strategy discussion guide, and highlight how Historic New England reimagined its brand.

Technical Leaflet #232 (2005)

For more information on similar topics, please refer to Technical Leaflet Bundle 22, Help in a Tough Economy, and Technical Leaflet Bundle 25, Know Your Audience (and Your Museum).