Steps to Successfully Re-brand Your Organization This template is not intended as legal advice. Your organizational goals, purpose and values should drive the creation of this document. An organization’s brand is one of its most important assets. The brand is far more than the nonprofit’s logo or tagline. The brand reflects the image and reputation of the organization it instantly tells people what you stand for. Your brand is based on core values, – performance on mission, and impact in the community. A strong brand effectively communicates how an organization is unique among others offering the same or similar services, and how it delivers benefits to its stakeholders. Your brand not only is your identity, it’s your promise to the community about who you are and what you offer. Preparing to develop the re-branding campaign: Re-branding should not occur when an organization is in crisis. Instead, it should be undertaken when the organization is financially stable, and the board fully supports the effort. Below are questions for staff and board to consider before starting a re-branding campaign: What is the purpose of the organization? What does re-branding mean to the organization? Does your organization have the resources both financial and to successfully – – plan and implement a re-branding campaign? What is the desired outcome? It could be: Community support Community recognition Competitive status Increased donor support Increased membership Marketing platform Community organizer Community point of contact Who are the primary audiences for this re-branding effort? Internal Community Donors Members The campaign plan: Once you have fully considered these questions, you are ready to take the steps involved in a campaign:
Steps to Successfully Re-brand Your Organization This template is not intended as legal advice. Your organizational goals, purpose and values should drive the creation of this document. An organization’s brand is one of its most important assets. The brand is far more than the nonprofit’s logo or tagline. The brand reflects the image and reputation of the organization – it instantly tells people what you stand for. Your brand is based on core values, performance on mission, and impact in the community. A strong brand effectively communicates how an organization is unique among others offering the same or similar services, and how it delivers benefits to its stakeholders. Your brand not only is your identity, it’s your promise to the community about who you are and what you offer. Preparing to develop the re-branding campaign: Re-branding should not occur when an organization is in crisis. Instead, it should be undertaken when the organization is financially stable, and the board fully supports the effort. Below are questions for staff and board to consider before starting a re-branding campaign: What is the purpose of the organization? What does re-branding mean to the organization? Does your organization have the resources – both financial and – to successfully plan and implement a re-branding campaign? What is the desired outcome? It could be: Community support Community recognition Competitive status Increased donor support Increased membership Marketing platform Community organizer Community point of contact Who are the primary audiences for this re-branding effort? Internal Community Donors Members The campaign plan: Once you have fully considered these questions, you are ready to take the steps involved in a campaign:
Steps-to-Re-brand-Your-Organization.docx