CNCS On-the-Go e-TA: July 2010
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Dear “Rebranding” Colleague,
Communities can be neighborhoods, social profit organizations, business, associations, etc. Your community has a brand whether intentional or not. Brands are organic and should be evaluated from time to time to ensure current relevance and dynamism. Click on the titles on the right to learn about rebranding…
When It’s Time to Rebrand
Six Steps to Rebranding Success
Play the Logo Game
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When It’s Time to Rebrand
Brands communicate key information to stakeholders and community, so it makes sense that as you evolve, your brand should too. Here are some times when you might consider rebranding:
| Reason to Rebrand | Example |
| Your mission and services have changed or expanded. |
In 1938, the National Foundation for Infantile Paralysis was founded to defeat polio. It’s signature fundraising event became so successful that the organization took on the name “March of Dimes.” When a vaccine was discovered, the organization kept the name but refocused its efforts on fighting birth defects. Recently, the organization underwent another rebranding campaign to highlight its efforts to improve the health of all babies. March of Dimes is a classic example of an organization that rebrands to suit its changing mission. Click here to read more about March of Dimes. |
| Your constituent base has changed. | Recently, the Christian Children’s Fund changed its name and branding to ChildFund International. Staff members participated in a contest to choose the name. ChildFund International’s leaders say the new name will make it easier for the charity to work in countries that are not predominantly Christian, such as Afghanistan. The group will make efforts to tailor its programs to children of different ages and will place a greater emphasis on the relationship between poverty and children’s well being. Click here to read more about ChildFund International’s rebranding process. |
| Your image has become stale or stagnant and you find it difficult to appeal to new prospects. | Not all brands can withstand the test of time. Rebranding can take the best elements of your existing brand and repackage them in a way that will attract attention and tell the world that you are current in your programming and impact as well. Click here to read how the VFW is rebranding to attract a younger constituency. |
Click here to continue reading about the time to rebrand.
If you’ve undergone recent rebranding, what was your motivation for the change? Toss a thought ! Click here
Six Steps to Rebranding Success
Activities in rebranding could involve creating a new name, designing a new visual image with logo and associated visual materials, redesigning your program and/or office space, stakeholder research, and promotion of your community’s new image. Rebranding starts with an inside out process. Here are some of the necessary steps to undertake in the process of rebranding.
- 1. Identify Core Value
Begin by making a thorough assessment of your project, organization, institution or community making note of its capabilities, history, and plans for the future. Identify the one thing that separates you from others and make that your primary identity. Your uniqueness lies in meeting needs nobody else can meet. - 2. Assess Core Constituency
Considering the people your brand is built on is essential before creating your logo, message, website, and everything else. Describe your target audience in one sentence.
Ask yourself, “Do some ethnic groups or some economic groups feel they are not represented or not welcomed by your organization or community, etc? Determine how you will rectify this.Determine the views of the different stakeholders, i.e. how do they see the “brand;” how do they use your services?
- 3. Craft Case for Support
Your Case for Support is a well-written, interesting presentation of the problems in your community, what you are doing to address them, and why you deserve support. Go through the “pruning” process of trimming unnecessary ventures and messages to establish which ones should receive the most resources. As you are writing your Case for Support, keep your audience in mind. It is usually one simple idea that makes the connection with people, and clutter can confuse your audience. Use this eGIZMO to build your Case for Support. - 4. Create Image to Match Your Mission
A brand image is more than just a logo. It is the emotional connection between the stakeholder and the organization, institution, etc.Your rebranding may or may not involve a name change. A name helps to define an organization, but such a change can be an emotional experience for stakeholders. A major name change also will require a much greater educational effort to inform stakeholders and the community.
Determine what image (look/feel) will be effective in rebranding your community. Remember that this image should be conveyed in all areas of communications and design… print and publications, signage, online/offline, community/building color pallet, furnishings, t-shirts or uniforms, etc
- 5. Text Message with Stakeholders
Your stakeholders are the building blocks of your brand. Their views are critical because they can assist or obstruct the process of rebranding. Their perceptions have to be explored. Stakeholders to consider are your board of directors, clients and potential clients, customers, staff, funders, volunteers, and outside stakeholders such as elected officials and the media. - 6. Develop Campaign
Work with stakeholders to develop a campaign. Often your new brand demands a new way of speaking, doing events, how the organization/community looks, and even sometimes how you dress! The important thing is that it all supports your core identity.Make sure that you are set up to measure the effectiveness of your strategy. Organizations that succeed long term are always fine tuning their voice, adjusting their visual identity, and finding better ways to build community both within and without the organization.
Share how rebranding could have caused a loss of some stakeholders and how the campaign you put in place helped prevent their loss. Toss a thought! Click here
Play the Logo Game
Rebranding often involves a new logo to better express the new image or message you want to convey. Scan the six pairs of brand logos below and select the “rebranded” one. See answers below to confirm the most recent.
Why do you think KFC changed it’s image of Colonel Sanders? Toss a thought! Click here
When It’s Time to Rebrand (cont.)
| Reason to Rebrand | Example |
| Your brand is easily confused with another |
The Acorn Foundation, a registered nonprofit that has served the needy in downtown Portsmouth, Maine since 2003, was often mistaken for national ACORN, the Association of Community Organizations for Reform Now. While the cases of mistaken identity were only a minor nuisance to start, the local nonprofit now feels it must take drastic measures to differentiate itself. The Acorn Foundation will soon have a new name, Restore 61, or Restore for short. Click here to read about the name change. |
| There has been a merger of two or more organizations | New messages and new images will need to be fashioned, and a campaign will need to be developed so that the community is well aware of the way your two organizations will meld into one. It is important to take time to create a case for support that fully outlines your new mission and combines the history of both organizations. Click here to read how two Arizona agencies merged to create one voice against domestic violence. |
| You need to overcome negative history | This is an unfortunate situation. Perhaps a tragedy or scandal has rocked the institution, or bad decisions were made which had a negative impact on stakeholders. Changes made in rebranding will need to be supported by assurances that internal changes also have been made. Click here to see what the Allegheny County United Way did to rebrand its image after scandals in the national office damaged its credibility in the 1990s. |
NEXT MONTH: August OTGeTA features high profile VISTA and AmeriCorps alum sharing the impact of their service experience professionally to help sustain service stamina.
