Rewind: When You Should (And Shouldn't) Rebrand

Designing Tomorrow: Creative Strategies for Social Impact

Rewind: This episode was orginally published in Season 2, Episode 1. New episodes from Season 3 will continue to publish next week.
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You probably shouldn’t rebrand your social impact organization.

Except, of course, when you really should. (wait, what?)

Because when the conditions are right, a rebrand can be one of the most powerful ways to reach your mission faster.

But how do you know when it’s the right time to invest in a rebrand?

Let’s be real: a rebrand is a big swing move.

And it’s a tempting play to run when:

↳ You aren’t making the impact you need to

↳ You can’t seem to get your story or message across

↳ You aren’t getting engagement from customers or donors

↳ Your current brand feels dusty and dissonant

BUT

There are times when you absolutely, positively, shouldn’t do a rebrand.

And if you try to push one through anyway, the results can be disastrous and might even cause a huge backlash from your community of supporters.

In this week’s Episode of Designing Tomorrow, Jonathan and Eric discuss how you know if it’s the right time to invest in a rebrand for your social impact org. And maybe even more importantly, what to watch out for to make sure you are ready to make the most of it.

Episode Highlights

• [00:00] – Introduction to the topic of rebranding social impact organizations.
• [01:07] – The importance of rebranding as a significant investment.
• [03:04] – The role of rebranding during organizational growth or inflection points.
• [05:20] – Rebranding as a solution for organizations stuck in a stagnation loop.
• [08:19] – Rebranding during large strategic shifts and the concept of nonprofit life cycles.
• [09:01] – Addressing outdated branding and content strategies.
• [12:02] – The importance of effectively communicating your story to supporters.
• [14:45] - Discusses the pitfalls of rebranding without a clear strategy or measurable ROI.
• [15:22] - Emphasizes the importance of having broad support within the organization for a rebrand to avoid pitfalls and ensure effectiveness.
• [18:29] - Advises on the integration of rebranding efforts with strategic planning for a cohesive approach.
• [23:44] - Highlights the necessity of adequate resources and long-term planning to sustain a rebrand beyond its initial launch.

Resources

• Article - Dare to Be Bold: Making a Case for Better Social Impact Branding
• Article - Unexpected Ways a Rebrand Can Supercharge Your Team Culture
• Article - Navigating a Rebrand: Nine Common Mistakes to Avoid
• Book -

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Capitoli

1. When to Rebrand Your Organization (00:00:00)

2. Strategic Considerations for Rebranding Organizations (00:12:34)

3. Strategic Planning and Rebranding Considerations (00:21:44)