Episode 010: Don’t Kill Your Rebrand Before You Even Get Started

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In this episode

So, you’ve created a new logo, the perfect tagline, and a shiny new set of brand guidelines. Everyone’s excited about the new look. Now what?

Then it happens. After all the excitement subsides, after the novelty wears off, many nonprofits begin to notice that the fundraising, sponsorship and foot traffic “dashboard” needles aren’t moving as much as they anticipated. Everyone begins to second guess their investment of time, money and resources in the rebrand.

Why does this happen?

Most likely they skipped the first step. Which is, they didn’t answer the “Now what?” question BEFORE they embarked on a rebrand.

In this episode, I offer two critical pieces of advice to those who may be considering a rebrand.

This is Part 3 of a four-part series

The reason I started the BADASSFORGOOD podcast was to help empower all nonprofits to realize their full potential. Putting your brand house in order is an absolute must if you’re serious about maximizing your full potential. Building and managing your brand the right way can pay huge dividends for your nonprofit in both the short and long-term.

To help explain what I mean, I’ve created a four-part series that answers some of the more critical questions around branding your nonprofit.

The four episodes include:

  • Part 1: What is a nonprofit brand?
  • Part 2: When is the right time to rebrand your nonprofit?
  • Part 3: Don’t kill your rebrand before you even get started
  • Part 4: Rebranding your nonprofit? Get your logo right!

So that you don’t miss any of these episodes, go to rtrentthompson.com/subscribe and subscribe and we’ll send you an email letting you know the next episode is live.

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CLICK TO READ SHOW NOTES

Show notes

Welcome back to the BADASSFORGOOD podcast!

So, you’ve created a new logo, the perfect tagline, and a shiny new set of brand guidelines. Everyone’s excited about the new look.

Now what?

Then it happens. After all the excitement subsides, after the novelty wears off, many nonprofits begin to notice that the fundraising, sponsorship and foot traffic “dashboard” needles aren’t moving as much as they anticipated. Your leadership, board, and staff begin to second guess the investment of time, money and resources in the rebrand.

Why does this happen? Most likely they skipped the first step. Which is, they didn’t answer the “Now what?” question BEFORE they embarked on a rebrand.

If I may, I’d like to offer two critical pieces of advice to those who may be considering a rebrand.

The first is before you rush into creating a new logo with a trendy color palette. Before drafting a clever tagline. Before updating your brochures, website, and hanging a new sign in your lobby. Before you order new pens, notepads and coffee mugs. Answer the “Now what?” question first. Skip this step, and you may severely undermine your chances for any measurable success with your rebrand.

Why is this important? Knowing why you want to rebrand at the outset can mean the difference between soaring success and disappointing failure. Knowing what problems you intend to solve with the rebrand, what perceptions you want to shift, which opportunities you want to capitalize on, and how you will leverage your new brand BEFORE you lift a finger to create a single thing — including a new logo – will significantly improve your return on investment.

When I shared this warning with attendees at a recent speaking engagement, they asked how do you learn all this stuff beforehand? The answer leads me to my second piece of advice.

You must create a brand strategy if you intend to do the rebrand right. Your brand strategy will help define who you are, why you exist, and who your audiences are. It will help identify your unique role in the lives of those you serve, your community, and your world.

Your brand strategy will also guide the creation of key messages you’ll convey across all touch points of your brand, from programs and services to fundraising and awareness campaigns. From talent recruitment to CEO talking points for media and signature events. It will help create a vibrant and compelling brand story that has the power to educate and inspire. Help build donor trust and confidence in your leadership and your organization. Help improve donor acquisition and retention. Forge new relationships with corporate sponsors and community partners. Strengthen your ability to attract top talent. It’ll help position your organization as a leading authority and a preferred charity.

Your brand strategy will both align and empower your leadership, board and staff to be your best brand ambassadors.

Here’s the thing:

When developed intentionally and methodically, your brand strategy will intimately inform the creation of your new logo, tagline, and positioning statement among other key brand and communication elements.

Before you lift a single finger to rebrand your organization, you must first answer the “Now what?” question. THEN create your brand strategy. Skip these two critical steps, and you may very well kill your rebrand before you even get started. Only after you’ve completed these two crucial steps, should you begin creating your new logo, tagline, positioning statement, messaging system, website, marketing literature, content guidelines, brand manifesto, and your brand story.

And, with your brand strategy in-hand, you can now define your voice, tone, audience segmentation, brand personality, typography usage, photography, videography, and communication and engagement strategies.

In Episode 011, I’ll illustrate how to create your logo the right way. A logo that’s directly informed by your brand strategy. You don’t want to miss that episode.

Here’s what you need to understand.

Your nonprofit brand has never been more important than it is right now. A well-managed and robust brand will help you engage generational audiences, maintain relevance, shift perceptions, and powerfully communicate your mission to your many audiences. It’ll help EVERYONE truly get what you do, why it matters, and it will inspire donors to give and others to get involved.

Whether you’re considering a simple brand refresh or a comprehensive rebrand, it will require a meaningful investment. But, done well, it’ll be worth every penny. And, your very survival may depend on it.

@badassforgood

 

Thanks for listening to the BADASSFORGOOD podcast!

If you like the BADASSFORGOOD podcast, please download it, tweet it, Facebook it, and share it with everyone!

If you have a brand or marketing question, or an idea for a show topic, shoot me an email at trent@rtrentthompson.com or tweet me @badassforgood.

And, if you haven’t already, subscribe to the BADASSFORGOOD podcast today so you don’t miss a single episode!

My name is R. Trent Thompson. Thank you for stopping by!

Do come back.

 

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