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8 Telltale Signs that it's time to Rebrand And what to do about it instead

Roger and I just finished a webinar this past week for a non-profit membership organization where we talked about why you might need a rebrand and the steps to take to triumphantly make it through with all your sanity.

With such an overwhelming response, I figured I’ll share it with you all today as I’m sure you can pull value from these 8 signs because no matter the industry or type of business, these signs are universal.

Let’s dive in.


By Steven Picanza, Co-Founder and Chief Strategist Officer at Latin & Code. Host at Talking with Branders Podcast


Evolving Mission and Vision:

A nonprofit (or any type of company) may rebrand to reflect a significant shift in its mission, vision, or strategic direction. As the organization's goals and focus evolve, rebranding helps align the brand (strategy, messaging, identity) with the new objectives and better communicate the organization's purpose.

Outdated Perception:

Over time, organizations may develop an outdated or misaligned brand perception among their target audience. Rebranding can help modernize the organization's image, ensuring it resonates with the current societal and cultural context, and dispelling any misconceptions or stereotypes.

Expansion or Diversification:

Organizations expanding their scope of services, entering new geographic regions, or reaching different demographic groups may undergo rebranding to reflect this growth and diversification. A fresh brand can help capture the attention and trust of the new target audience or communities.

Merging or Partnership:

In cases of mergers, collaborations, or partnerships between organizations, rebranding can be essential to establish a unified brand identity that represents the combined strengths, values, and goals of the organizations involved. It helps create a cohesive image and fosters trust among stakeholders.

Brand Differentiation:

Organizations operating in crowded fields may choose to rebrand to stand out from competitors and create a unique positioning. A distinctive brand identity can help communicate the organization's unique value proposition and impact, enabling it to attract more supporters, donors, and volunteers.

Rebuilding Trust or Reputation:

Brands that have faced challenges or reputational issues may opt for rebranding as a part of their efforts to rebuild trust and restore their reputation. It provides a fresh start, allowing the organization to convey transparency, accountability, and a renewed commitment to its stakeholders.

Strategic Organizational Change:

Major organizational changes, such as a new leadership team, restructuring, or a redefined strategic plan, may trigger a rebranding initiative. A new brand strategy helps signify the organization's commitment to change and its future direction, creating excitement and generating renewed interest.

Refreshing the Brand:

Sometimes, a rebrand happens to revitalize the brand and stay relevant in a dynamic and ever-changing landscape. This could involve updating the visual identity, messaging, or overall brand experience to better engage with the target audience and adapt to emerging trends.

Hope this was helpful and remember, the best time to invest in your brand was yesterday. The second best time is today.

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