When You Should (and Shouldn’t) Rebrand

You probably shouldn’t rebrand your social impact organization. 

Except, of course, when you really should. (wait, what?)

Because when the conditions are right, a rebrand can be one of the most powerful ways to reach your mission faster. But how do you know when it’s the right time to invest in a rebrand?

Let’s be real: a rebrand is a big swing move. And it’s a tempting play to run when:

↳ You aren’t making the impact you need to
↳ You can’t seem to get your story or message across
↳ You aren’t getting engagement from customers or donors
↳ Your current brand feels dusty and dissonant

BUT

There are times when you absolutely, positively, shouldn’t do a rebrand. 

And if you try to push one through anyway, the results can be disastrous and might even cause a huge backlash from your community of supporters. 

In this week’s Episode of Designing Tomorrow, Jonathan and Eric discuss how you know if it’s the right time to invest in a rebrand for your social impact org. And maybe even more importantly, what to watch out for to make sure you are ready to make the most of it. 

Episode Highlights

• Introduction to the topic of rebranding social impact organizations.
• The importance of rebranding as a significant investment.
• The role of rebranding during organizational growth or inflection points.
• Rebranding as a solution for organizations stuck in a stagnation loop.
• Rebranding during large strategic shifts and the concept of nonprofit life cycles.
• Addressing outdated branding and content strategies.
• The importance of effectively communicating your story to supporters.
• Discusses the pitfalls of rebranding without a clear strategy or measurable ROI.
• Emphasizes the importance of having broad support within the organization for a rebrand to avoid pitfalls and ensure effectiveness.
• Advises on the integration of rebranding efforts with strategic planning for a cohesive approach.
• Highlights the necessity of adequate resources and long-term planning to sustain a rebrand beyond its initial launch.

Resources:

• Article - Dare to Be Bold: Making a Case for Better Social Impact Branding
• Article - Unexpected Ways a Rebrand Can Supercharge Your Team Culture
• Article - Navigating a Rebrand: Nine Common Mistakes to Avoid
• Book - Nonprofit Lifecycles: Stage-Based Wisdom for Nonprofit Capacity by  Susan Kenny Stevens

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