Money & Business

Daily Buzz: The Right (and Wrong) Reasons to Rebrand

By / Oct 3, 2019 (dlerick/iStock/Getty Images Plus)

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.

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.

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

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, 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 offers tips on how to step up your event’s educational value.

Meetings can make a lasting first impression. MeetingsNet describes how to make it a good one.

Hate taking notes? TechRadar picks its best note-taking apps of 2019.

Sophia Conforti

Sophia Conforti is a contributor to Associations Now. More »

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