What's in a Name? The Strategic Shift to Bridge Entrepreneurs Network
A brand’s name is more than just a label—it’s a unique identifier that captures the very essence of an organization’s mission, values and the emotional bond that is created with its audience. For BEN Colorado, the transition to ‘Bridge Entrepreneurs Network’ symbolizes a profound evolution and recommitment to the core purpose behind what we do.
The selection of the word ‘Bridge’ was the result of a deliberate, inclusive process that involved the entire BEN community. Leading the rebranding effort was a seasoned BEN Colorado Advisor and strategic marketer, who, alongside the cross-functional core team that included the BEN team, spearheaded this significant transformation.
The journey began with intensive workshops, bringing together BEN Board Members, Advisors, and Entrepreneurs. These brainstorming sessions played a crucial role in shaping the new identity, with a number of the resulting visuals prominently featuring mountains and the challenges any mountaineer or business owner faces in traversing these majestic structures—a fitting symbol of BEN’s role in bridging the entrepreneurial journey.
Complementing these workshops was a comprehensive survey distributed to BEN Entrepreneurs and the broader ecosystem, gathering diverse perspectives and insights. The single most persuasive idea that emerged from these efforts, was crafted by BEN Advisor, Hugo Meyer and states:
BEN is a transformative community where entrepreneurs, advisors and partners come together to foster collective growth…..The essence lies in the power of shared wisdom, mentorship and a dynamic network that propels everyone toward success.
The new brand name, Bridge Entrepreneurs Network, visually and conceptually portrays how BEN aids individuals and businesses in transitioning from one growth stage to the next. It reflects BEN's commitment to facilitating development and expansion. The word ‘Bridge’ works as a symbol for BEN in several powerful ways:
Connecting Expertise: Bridge signifies the connection between experienced advisors and entrepreneurs, effectively bridging the gap between knowledge and application.
Facilitating Growth: It represents the bridge to success, helping businesses transition from one stage to the next, thereby facilitating their growth.
Building Relationships: Just as bridges bring people together, BEN builds and strengthens relationships between entrepreneurs and advisors.
Overcoming Challenges: Similar to how a bridge helps overcome geographical obstacles, BEN helps entrepreneurs navigate and overcome business challenges.
Support & Stability: Bridges are symbols of strength and stability. BEN mirrors this by offering robust support and stability to entrepreneurs.
Transition & Transformation: Bridges symbolize movement from one place to another. Likewise, BEN symbolizes the transition and transformation of businesses.
The new name encapsulates BEN’s core purpose: helping second-stage entrepreneurs bridge the gap between their present state and their aspirational future through our advisory programs.
In essence, the rebranding to Bridge Entrepreneurs Network isn’t just a name change; it’s a renewed commitment to being the transformative bridge that supports and propels entrepreneurs towards their ultimate goals. Through shared wisdom, dynamic mentorship, and a robust network, BEN continues to build bridges to success for entrepreneurs across Colorado.