Communications and Marketing

Steps to Re-brand Your Organization

An organization’s brand is one of its most important assets. The brand is far more than the nonprofit’s logo or tagline. The brand reflects the image and reputation of the organization – it instantly tells people what you stand for. Your brand is based on core values, performance on mission, and impact in the community. A strong brand effectively communicates how an organization is unique among others offering the same or similar services, and how it delivers benefits to its stakeholders. Your brand not only is your identity, it’s your promise to the community about who you are and what you offer.

Preparing to develop the re-branding campaign

Re-branding should not occur when an organization is in crisis. Instead, it should be undertaken when the organization is financially stable, and the board fully supports the effort. Below are questions for staff and board to consider before starting a re-branding campaign:

• What is the purpose of the organization?
• What does re-branding mean to the organization?
• Does your organization have the resources – both financial and human – to successfully plan and implement a re-branding campaign?
• What is the desired outcome? It could be:
  • Community support
  • Community recognition
  • Competitive status
  • Increased donor support
  • Increased membership
  • Marketing platform
  • Community organizer
  • Community point of contact
• Who are the primary audiences for this re-branding effort?
  • Internal
  • Community
  • Donors
  • Members

The campaign plan

Once you have fully considered these questions, you are ready to take the steps involved in a campaign:

• Clearly define the purpose for the re-branding – this would be a summary of the information you gathered during your consideration of the questions above.
• Assess your current brand in the marketplace through a series of interviews with key stakeholders – How well are you known? How do people view your performance? Do you have a positive image – a good reputation for service? How do people feel about your programs and services? Do people understand the full measure of what you offer?
• Based on the assessment, make assumptions about the opportunities that exist to successfully re-brand, or the barriers that may be encountered.
• Review your current brand image – logo and other design elements, the way your building and office appear, how people who come to your office or facility are greeted.
• Audit current communication tools and the way they are being used – including social media and website.
• Work with a graphic designer to create a new logo and other collateral material.
• Develop a positioning statement for your new brand.
• Develop descriptive statements and other narratives for the plan.
• Develop guidelines, including graphic standards, for using the brand.
• Develop strategies for rolling out the new brand, including messages, activities for key stakeholders, ways to monitor community reaction.