Rebranding from a nonprofit perspective

This is the second blog in a three-part series from members of the NFP Council. This piece examines the notion of rebranding along with some helpful steps in a successful rebrand in the NFP sector. Part 1 addressed branding, and Part 3 will touch on brand integration across an NFP organization.
 
In the dynamic landscape of the nonprofit sector, maintaining a strong and relevant brand is crucial. Rebranding can be a powerful tool for nonprofits to stay aligned with their mission, attract new supporters, and enhance their impact.

This article explores the necessity of rebranding for nonprofits, speaks to common triggers for such efforts, and provides a comprehensive guide to planning, repositioning, and implementing a successful rebrand.

Why rebranding might be necessary for nonprofits

Nonprofits, like any other organization, must evolve to remain effective and relevant. Rebranding might be necessary to reflect changes in the organization’s mission, vision or values. It can also help address shifts in the external environment, such as changes in donor demographics, societal trends or competitive pressures. A well-executed rebrand can rejuvenate an organization’s image, making it more appealing to current and potential supporters while staying relevant to long-time supporters.

Common triggers for rebranding

Several factors can trigger the need for a rebrand in the nonprofit sector:

• Mission drift: When an organization’s activities no longer align with its original mission, a rebrand can help realign its public image.
• Mergers and acquisitions: Combining with another organization often necessitates a rebrand to create a unified identity.
• Negative publicity: Addressing and overcoming negative perceptions can be a strong motivator for rebranding.
• Growth and expansion: As nonprofits grow, their brand may need to evolve to reflect their expanded scope and capabilities.

Planning the rebrand

A successful rebrand starts with thorough planning and research. Understanding how the current brand is perceived is essential. This involves:

• Conducting research: Use surveys, focus groups and interviews to gather insights from donors, volunteers, staff and beneficiaries. This data will help identify strengths, weaknesses and areas for improvement. Taking an evidence-based approach will also be very useful in addressing any potential resistance to change.
• Engaging stakeholders: Involve key stakeholders in the discovery phase to ensure their perspectives and insights are considered. This fosters buy-in and support for the rebrand.

Repositioning your brand

Repositioning involves shifting perceptions and redefining the organization’s identity. Strategies include:

• Connecting with your audience: Develop a clear and compelling narrative that communicates the reasons for the rebrand and the benefits it will bring. Use storytelling to connect emotionally with your audience.
• Managing tension: Balancing the old and new brand identities can be challenging. Acknowledge the organization’s history and achievements while clearly articulating the vision for the future.

Implementation and integration

Ensuring the rebrand permeates the entire organization and not just the marketing department is critical for its success. This involves:

• Internal integration: Communicate the rebrand to staff and volunteers, providing training and resources to help them understand and embrace the new brand. Their support is crucial for a seamless transition.
• Brand campaign: Launch a comprehensive brand campaign that engages staff and external audiences. Use multiple channels to ensure consistent messaging and maximize reach.

Conclusion

Rebranding presents a strategic opportunity to enhance your organization's impact and advance its mission; however, it is a significant undertaking that requires careful planning and execution. By understanding the triggers for rebranding, conducting thorough research, engaging stakeholders, and strategically repositioning the brand, nonprofits can successfully navigate this process. Remember, a thoughtful and strategic approach to rebranding can ensure your organization’s continued relevance in a changing world.

Read Part 1 on branding from a nonprofit perspective, and stay tuned for the final blog in the series, covering brand integration across an NFP organization.

Authors:
Emily Hencz-Thornton, Associate Director, Marketing & Communications, March of Dimes Canada
Mary Stranges, Vice President, Community Giving, UHN Foundation