When And Why Your Nonprofit Should Re-Brand
Re-branding is expensive. It’s time-consuming. And it comes with risks. So why do it?
Here’s why:
- A new mission or a new strategic plan is a great reason to re-brand, even if the organization’s direction has shifted only in subtle ways – as long as those shifts are critical. One organization isn’t changing their programs or audience but their approach is shifting from a “charity” model to an empowerment model. Yes, they are re-branding.
- No brand to begin with. Many nonprofits start out without the time and money to develop a brand identity and end up with a mish-mash of visual styles on their materials. Nonprofits that are growing from ‘start-up’ to more established need a brand that clearly articulates who they are and what they stand for, in a consistent and coherent way.
- The brand just doesn’t “fit” anymore. It feels out dated and out of sync with the personality of the nonprofit today. This can be a dangerous reason to re-brand, because sometimes the lack of fit simply means that the organization is bored with its brand. But if your brand truly is lagging behind who your nonprofit is and wants to be, it’s time for a re-brand.
- A change in leadership. Nothing signals times they are a-changing than a new look.
Every reason listed here has to do with change. Re-branding is the most explicit signal of change and hence, risky. When your nonprofit re-brands, it’s essentially saying, “Look at me. I’ve changed.” And as we all know, change is hard. With a re-brand, you can lose the support and gain the ire of people who perceive the change as a departure from what they know and love. The Gap story says it all.
But when done for the right reasons, a re-brand is completely worthwhile. It can present your nonprofit as it truly is and seeks to be, build excitement around it, and eventually even more support for it. Even though some of it might be brickbats, a re-brand will get people talking and thinking about your organization. The process will bring internal cohesion and with time, the brand will build external affinity.
So answer these questions honestly, and if you think your organization needs a re-brand, call us!
- Why are we really considering a rebrand?
- Has there been a change in our mission, program, or audience?
- Does our brand tell the wrong story? Do people associate our existing brand with something that isn’t meaningful or accurate?
- Do we have a coherent brand right now? (Review your materials and your messaging if you’re not sure!)
- Is our brand in sync with the times or does it seem to be from another era? (This might mean that you need a brand ‘refresh’, not a re-brand.)
