--- title: "Your Association’s Rebranding: Handle With Care" id: "17845" type: "post" slug: "your-associations-rebranding-handle-with-care" published_at: "2013-06-07T22:22:32+00:00" modified_at: "2026-11-09T19:01:59+00:00" url: "https://associationsnow.com/2013/06/07/your-associations-rebranding-handle-with-care/" markdown_url: "https://associationsnow.com/2013/06/07/your-associations-rebranding-handle-with-care.md" excerpt: "How not to change your association’s brand and mission. Also: Don’t let these factors hinder your creativity." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "labor organization" - "Leadership" - "Marketing" - "rebranding" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Executive Team" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Your Association’s Rebranding: Handle With Care Have you ever been opposed to a rebranding of one of your favorite products? Imagine disappointing your members with your association’s rebranding. How to carefully rebrand your organization’s image, and more, in today’s Social Media Roundup: ### Cautious Rebranding > Re-branding can cause controversy for [#Associations (opens in a new tab)](https://twitter.com/hashtag/Associations?src=hash&ref_src=twsrc%5Etfw) > Too. [http://t.co/xXBiSq7IbE (opens in a new tab)](http://t.co/xXBiSq7IbE) > RT [@SteveDrake (opens in a new tab)](https://twitter.com/SteveDrake?ref_src=twsrc%5Etfw) > [#assnchat (opens in a new tab)](https://twitter.com/hashtag/assnchat?src=hash&ref_src=twsrc%5Etfw) > [#marketing (opens in a new tab)](https://twitter.com/hashtag/marketing?src=hash&ref_src=twsrc%5Etfw) > > — Team Slice Works (@sliceworks) [June 7, 2013 (opens in a new tab)](https://twitter.com/sliceworks/status/343020376835649536?ref_src=twsrc%5Etfw) **When your association goes through major change**, it affects everyone involved. Some of your members and staff may resist change, especially during a process like rebranding. But by staying true to your mission and offerings, the process can be smoother. “With organizations, a name change or rebranding can be potentially dangerous—despite the best of intentions,” [notes marketing consultant Steve Drake (opens in a new tab)](http://www.scdgroup.net/2013/06/rebranding-can-cause-controversy-for.html) , president of the SCD Group. Drake suggests weighing all your rebranding options before making a decision, especially when changing the association’s name. Has your association gone through rebranding? *(h/t*[@sliceworks (opens in a new tab)](https://twitter.com/sliceworks/status/343020376835649536) *)* ### Creativity Destroyers > Don’t let these bad habits kill your creativity! [#EventProfs (opens in a new tab)](https://twitter.com/hashtag/EventProfs?src=hash&ref_src=twsrc%5Etfw) > > Copyblogger… [http://t.co/dXtIxnc7wq (opens in a new tab)](http://t.co/dXtIxnc7wq) > > — Technisch Creative (@technischevents) [June 7, 2013 (opens in a new tab)](https://twitter.com/technischevents/status/343015169032609792?ref_src=twsrc%5Etfw) **What hurts your creativity?**Just like dieting, nurturing your creativity takes sacrifice and attention. There are plenty of things to distract you from your ultimate goal, such as lack of confidence, bad habits, and the fear of failure. But encouraging creativity in your association requires thinking big. **“**Be open to anything. Step outside your comfort zone. Consider how those in unrelated areas do what they do. What seems impossible today may seem surprisingly doable tomorrow,” [writes Dean Reick (opens in a new tab)](http://www.copyblogger.com/creativity-killers/) , direct marketing copywriter at Copyblogger. What are some of your techniques for maintaining creativity in your organization?*(h/t*[@technischevents (opens in a new tab)](https://twitter.com/technischevents/status/343015169032609792) *)* What cool links have you shared today? Let us know in the comments. (iStockphoto/Thinkstock) [Anita Ferrer](https://associationsnow.com/author/anita-ferrer/) Anita Ferrer is a contributor to Associations Now. [More articles by this author](https://associationsnow.com/author/anita-ferrer/) Tags: [#labor organization](https://associationsnow.com/tag/labor-organization/) [#Leadership](https://associationsnow.com/tag/leadership/) [#Marketing](https://associationsnow.com/tag/marketing/) [#rebranding](https://associationsnow.com/tag/rebranding/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 2 of the 2025 ASAE MMC+Tech ConferenceMay 14, 2025](https://associationsnow.com/2025/05/14/sneak-peek-highlights-from-day-2-of-the-2025-asae-mmctech-conference/) - [VideoDaily Recap: Day 1 from the 2025 ASAE MMC+Tech ConferenceMay 13, 2025](https://associationsnow.com/2025/05/13/daily-recap-day-1-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 1 of the 2025 ASAE MMC+Tech ConferenceMay 13, 2025](https://associationsnow.com/2025/05/13/sneak-peek-highlights-from-day-1-of-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2013%2F06%2F07%2Fyour-associations-rebranding-handle-with-care%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !