Developing an efficient strategy for rebranding a nonprofit organization.

We often come into a project when nonprofit organizations are in the process of rebranding and need to improve their overall image, not just the website. The reality is that nonprofits operate in a space where they have to figure out a way to balance their social mission with the need to remain financially viable. To do this effectively, they must have a strong brand and brand strategy that resonates with all parties including donors, volunteers, and the community they serve. Having a strong brand presence across various channels helps a nonprofit differentiate itself from others in the same space, communicate its mission, and build trust with stakeholders.

Key steps when rebranding a nonprofit

• Understand your target audience Start developing a branding strategy by understanding your target audience. This includes donors, volunteers, staff, and the community you serve. You need to understand their needs, wants, and expectations, and tailor your messaging and communication accordingly.
• Develop your key messaging Once you have defined your brand identity objectives, and understand your audience, develop your key messaging. This should be a clear and concise statement that communicates your brand’s unique value proposition, why you exist, and what you hope to achieve.
• Create a visual identity Your visual identity is how your brand is perceived through your logo, colors, typography, and imagery. It should be consistent and reflective of your brand personality, and it should resonate with your target audience.
• Define your brand identity The first step in developing a branding strategy is to define your brand identity. This includes your mission, vision, values, and personality. Your mission should be specific, measurable, and achievable. Your vision should inspire your stakeholders and be a clear, aspirational statement of what you hope to achieve in the long-term. Your core values should guide your decisions and actions, and your personality should be unique and distinctive.
• Develop a communication plan Your communication plan should outline how you will communicate your brand to your target audience. This should include your messaging, channels, and frequency of posts and communications in each channel. Don’t forget to plan for the unexpected! Consider creating a crisis communication plan in case of an emergency.

When it comes to rebranding, nonprofits should be cautious and avoid common mistakes that could damage their brand.

Typical Mistakes NGOs make when rebranding

1. Losing sight of their mission

Nonprofits risk losing sight of their mission when they focus too much on their brand identity. It is essential to strike a balance between the two to ensure that your brand accurately reflects your mission and doesn’t overshadow it. It’s never a good idea to overdo things. Keeping branding in line with overall organization objectives will help you get everyone onboard with creative efforts!

2. Ignoring their target audience

As mentioned at the start of this post, start with the audience. A common mistake is ignoring the target audience when rebranding. Nonprofits must ensure that their new brand resonates with their audience and doesn’t alienate them. Collecting user feedback, and input from constituents, partners, and all related parties before starting rebranding is critical to understand what people are looking for.

3. Not involving the right stakeholders (or none at all!)

Stakeholders, including staff, donors, volunteers, and the community, play a crucial role in a nonprofit’s success. They must be involved in the rebranding process to ensure that their voices are heard, and their opinions are considered.

4. Rushing the nonprofit rebranding process

Rebranding is a complex process that requires time, effort, and resources. Rushing the process can lead to mistakes, which could damage the brand’s reputation and alienate stakeholders. Check out this link on good read about branding elements. We believe that allowing enough time to progress through the creative process is critical to establishing the right tone and voice for the brand. Having enough time allocated to work on creative iterations always helps to make sure that the design supports the organization’s objectives and works well. The iterative design process is a must, and at LightMix we always provide unlimited design options and reviews to ensure that our clients have the outmost flexibility with respect to the creative process and reviews. Developing effective branding guidelines is also critical in ensuring long-term brand consistency across all communication materials.

LightMix is a nonprofit web design agency with years of experience in branding and website design for nonprofit organizations of any size. Check out an example of the nonprofit rebranding we did for the Global Electronic Council.

5. Forgetting to measure success

Finally, don’t get left out without any data! Nonprofits (just like any other organizations) can measure the success of their rebranding efforts to ensure that they are achieving their goals. While there is no single simple way to measure the effectiveness of new branding, there is input from audience stakeholders and the results of initial campaigns. This includes tracking metrics such as brand awareness, engagement, and donations.

Are we there yet?

Developing a strong, lasting brand is essential for a nonprofit long-term success. A well-executed branding strategy can differentiate a nonprofit from others in the same space, clearly communicate its mission, and build trust with stakeholders. Unlike commercial and business clients, nonprofits face their unique challenges and require the involvement of many more stakeholders. Is your organization considering rebranding as part of a larger strategy? Contact us today. We have helped many organizations on this journey and will be glad to provide our expertise.