Is the time right for you to rebrand?
I’ve seen countless nonprofits that work on their brands go from being “best kept secrets” to finally getting the visibility, or donors, they deserve. They’ve raised money more successfully, increased participation in key programs, even recruited better board members. You could argue that I’m probably one of the biggest believers in the benefits of rebranding for nonprofits.
Despite my belief that this stuff truly works, I don’t think it’s always the right thing to do. Some organizations put the cart before the horse when they attempt a rebrand, and the results are less effective. Instead of trying to make it work, I’d rather see more organizations do it right, even if that means putting up with sub-par communications a bit longer.
This isn’t just my opinion: I’ve got data to back it up.
Big Duck’s 2014 ebook The Rebrand Effect highlights findings from a survey of organizations that rebranded in the past 10 years. The results show that certain variables, like having the right leaders “on the bus”, or a recent strategic planning process, can significantly impact the results you’ll get when rebranding.
To help you navigate these tricky waters and decide if the time is truly right for your organization to rebrand, we’ve created this fancypants visualization, which also includes a few resources you can use to solve some of the barriers that could be getting in your way.
Let me know what you think!
PS- If your organization seems ready but people within the organization aren’t, check out this recording of a webinar I recently gave called “Making the case for rebranding”, too.