--- title: "Daily Buzz: The Right (and Wrong) Reasons to Rebrand" id: "48135" type: "post" slug: "daily-buzz-the-right-and-wrong-reasons-to-rebrand" published_at: "2019-10-03T20:47:17+00:00" modified_at: "2026-03-17T02:13:34+00:00" url: "https://associationsnow.com/2019/10/03/daily-buzz-the-right-and-wrong-reasons-to-rebrand/" markdown_url: "https://associationsnow.com/2019/10/03/daily-buzz-the-right-and-wrong-reasons-to-rebrand.md" excerpt: "Don’t change your brand identity for the sake of change. Be sure you have data and intention to support it. Also: the power of sharing personal experiences." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Business" - "Communications" - "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/) » Daily Buzz: The Right (and Wrong) Reasons to Rebrand Rebranding can be a big risk, but one that may be necessary for an organization’s future success. And, when done well, rebrands can bring a big payoff. For nonprofits, a rebrand likely happens to reflect a change in mission or the people your organization serves—which means that before embarking a change, you need to define your new vision and audience. “Vision acts as the North Star for every action your company undertakes, so it’s critical you have a firm understanding of your vision before moving forward,” [the HubSpot team says on its blog (opens in a new tab)](https://blog.hubspot.com/marketing/rebranding) . Similarly, look at your member data. Who are the people engaging with your association and making use of its resources? Compare that against who your target membership base is—do they align? Once you understand the direction your organization is moving in and who is along for the ride, you’ll have a better picture of what, exactly, needs to change. It could be your association’s slogan, its logo—maybe even its name. But don’t just make changes for the sake of making changes or because you’re bored. Every change you make to your brand identity should be done with purpose. For example, if you decide to update your logo, think about how the new iteration will serve your members and mission for years to come, not just next year. “As fun as rebrands might seem, you don’t want to do this every year,” the HubSpot team says, “so really look at your vision, mission, values, and purpose and consider whether this new logo can support them in the long run.” ### Time to Get Personal > New post: Sharing our experience of others directly with them can be incredibly powerful. > > Here’s a touching story of what happened when I facilitated a small group at a recent workshop.[https://t.co/GWn3EcZjeM (opens in a new tab)](https://t.co/GWn3EcZjeM) > [#eventprofs (opens in a new tab)](https://twitter.com/hashtag/eventprofs?src=hash&ref_src=twsrc%5Etfw) > [#assnchat (opens in a new tab)](https://twitter.com/hashtag/assnchat?src=hash&ref_src=twsrc%5Etfw) > [#groupwork (opens in a new tab)](https://twitter.com/hashtag/groupwork?src=hash&ref_src=twsrc%5Etfw) > [#workshop (opens in a new tab)](https://twitter.com/hashtag/workshop?src=hash&ref_src=twsrc%5Etfw) > [pic.twitter.com/9Yb9zWwJGS (opens in a new tab)](https://t.co/9Yb9zWwJGS) > > — Adrian Segar (@ASegar) [October 3, 2019 (opens in a new tab)](https://twitter.com/ASegar/status/1179752676730576897?ref_src=twsrc%5Etfw) **Whether it’s your annual meeting or a normal workday,** sometimes it can be hard for colleagues to break through from the professional realm into the personal one. But as meeting designer and facilitator Adrian Segar learned at a recent workshop and [details on Conferences That Work (opens in a new tab)](https://www.conferencesthatwork.com/index.php/facilitating-change/2019/09/facilitating-change-the-power-of-sharing-our-experience/) , sharing personal stories and feelings can be a powerful way to better connect with and understand one another. ### Other Links of Note **Do you think your conference is too basic?** [Velvet Chainsaw Consulting (opens in a new tab)](https://velvetchainsaw.com/2019/10/02/deliver-superior-conference-education-value/) offers tips on how to step up your event’s educational value. **Meetings can make a lasting first impression.** [MeetingsNet describes (opens in a new tab)](https://www.meetingsnet.com/marketing-your-meeting/how-your-meeting-can-make-fabulous-first-impression) how to make it a good one. **Hate taking notes?** [TechRadar picks (opens in a new tab)](https://www.techradar.com/best/best-note-taking-app) its best note-taking apps of 2019. (dlerick/iStock/Getty Images Plus) [Jeff Hsin](https://associationsnow.com/author/jeff-hsin/) [More articles by this author](https://associationsnow.com/author/jeff-hsin/) Tags: [#Business](https://associationsnow.com/tag/business/) [#Communications](https://associationsnow.com/tag/communications/) [#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 - [Video2025 Summit Award Recipient: American Speech-Language-Hearing AssociationOctober 3, 2025](https://associationsnow.com/2025/10/03/2025-summit-award-recipient-american-speech-language-hearing-association/) - [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/) - [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/) - [ArticleTime for a ChangeOctober 20, 2026](https://associationsnow.com/2026/10/20/time-for-a-change/) ## 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%2F2019%2F10%2F03%2Fdaily-buzz-the-right-and-wrong-reasons-to-rebrand%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !