Change is scary.
Change is hard.
But sometimes, change is good.
That’s why today, we’re talking about rebranding.
Rebranding is a HUGE undertaking. But many companies and organizations do it because times change, people change, and with that, companies and organizations must change.
Just take a look at Instagram. A few weeks ago, they rolled out a whole new look.
Instagram hasn’t been around too terribly long (since 2010), and yet, they felt the need to rebrand. Why?
Well, it’s hard to know for sure, but chances are it had something to do with the app changing, the users changing, and the competitive landscape changing (something we can all probably relate to).
If your association is considering a rebrand, good for you! But before you embark on that long, yet rewarding journey, be mindful of these three tips:
1. Make sure all of your staff members are on board
Like we said, rebranding is a HUGE undertaking, so it’s imperative that you have all hands on deck. That means that all of your staff members need to be in agreement about two things: 1) That your brand needs a revamp, and 2) Why your brand needs a revamp. Without consensus here, the process will be chaotic.
2. Let research drive your rebrand
At the end of the day, branding is all about how other people perceive your organization. That said, you need to factor in other people’s opinions. Consider putting together a focus group and asking for feedback about key branding initiatives, such color schemes and logo designs. After all, the last thing you want is for people to reject your new brand after months and months of hard work.
3. Build on your old brand’s appeal
Even if your brand is in desperate need of an update, chances are, it still has some strengths. Maybe your logo is outdated but your colors are still fairly good. Or maybe your colors are good, they just need some softening. Don’t feel like you have to change everything just for the sake of changing everything. Build on your old brand’s appeal and your new brand is bound to be better.
Remember, branding is all about getting other people to relate to you. A good brand helps you recruit and engage members. Want more tips for boosting membership recruitment and engagement? Check out our free Membership Management Guide below!
