Imagine you're scrolling Instagram. What brands can you recognize in an instant? Chances are posts by RED, Nike or the UN may catch your eye without even looking at the caption. Why? These brands have worked hard at branding every aspect of their organizations.
If you're considering a rebrand, don't be intimated. You don't need million dollar budgets to capture your audience's attention. You just need consistency and a clear brand vision.
Today, our goal is to equip with you six questions you should be asking if your organization is considering a rebrand.
Question 1: What does your data say?
Does your data show a sudden new wave of interest? Are you campaigns not meeting goals or previous years expectations? Are you plateauing? Once you start to spot trends in your data, you can determine whether or not a rebrand will empower you to grow and create a larger impact.
Question 2: Is your engagement plateauing?
If your supporters aren't continually supporting you or if they have lost enthusiasm, it's a good time to ask yourself why. Perhaps you're not communicating enough. Maybe your message is falling flat. Either way, a good communications strategy empowers you to gradually grow over time, so if you aren't growing and remaining stagnant, you need to figure out why.
Question 3: How are you internal communications?
This will become very important if you embark on a rebrand, as your team is your key to successfully launching a new brand, message or story. You need to get the pulse of where your team is. A strong internal team reflects externally. If you are transparent and listen to the concerns of your team - then address them before moving forward - your rebrand will be much more successful.
Question 4: What tools are at your disposal?
This is an important one. A rebrand can range from big to small and what you need may or may not extend beyond your internal capabilities. Perhaps you need an entire firm, or perhaps you have the talent on your team. Most likely, you will need a mix of outside help that comes alongside your team to get the job done. Whatever the case, set your budget so that you stay on track and focus on the elements that matter most for your organization.
Question 5: When is the last time you updated your design?
Perhaps your website isn’t mobile friendly. Maybe you only post on Instagram during your fall gala and let it lay dormant the rest of the year. An updated, consistent design can go a long way to refreshing your brand.
Question 6: What is the goal of your rebrand?
This is true in all communications. It is not enough to say more engagement or more funding for programs. When you know what impact you want to make with a rebrand, you can better drive results.
In general, if you are considering a rebrand, start having conversations with your staff and key stakeholders. Look for trends and overlap in their responses and then build out a plan that empowers your team and gets you toward your ultimate goal. There are plenty of tools out there that can fit any budget. Someone may have $100,000 for a rebrand and someone else may only have $100. You have to work with what you have, but by telling an inspiring story, with a clear call to action and clean, consistent design, you’ll be well on your way to elevating your impact and getting the results you aspire to.
Stefani is a strategy consultant + speaker with over a decade of experience working in the US government, international NGO space and with nonprofits. Currently on the UNDP's Roster of Communication Experts in Subsaharan Africa + recognized by HoneyBook and Rising Tide Society as 20 On The Rise for her advocacy work, Stefani is an analytical thinker and thoughtful storyteller who works with nonprofits, businesses + humanitarians to define who they are, elevate their influence and broaden their impact through strategic communications, branding + advocacy. Stefani lives in Charleston, South Carolina with her husband, twin girls and rescue dogs.