The Rebrand Effect

Back in 2012, Phipps CDC, a 40-year-old human services organization in the South Bronx, was struggling to communicate clearly, consistently and effectively. Target audiences, particularly potential clients and supporters, did not always understand the focus of the organization, and Phipps CDC suspected this was getting in the way of growth. With a newly hired communications staff and a strategic plan in place, they were ready to change their communications, so they embarked on a rebranding process. 

As you expand the tools you use to communicate online and off and staff's roles change, how do you ensure you're all speaking with one voice?

There’s no such thing as the perfect moment to rebrand. Thoughtful timing makes a big difference in the experience and its outcomes, and can help make sure the right people are on the bus. But waiting too long can have very negative implications-- demotivating your staff and board, confusing your community, and creating a lackluster experience for donors and clients.