As we enter 2015, the temptation to try something new will be almost palpable for most folks. Resist it. At least, in principle. Change for the sake of change is not a good reason to invest the time, money, and manpower you need to do it right.
Rebranding takes time, effort, and expertise.
However, there’s no reason you can’t rebrand yourself this year … without changing a thing. Ronn Torossian, CEO of 5W Public Relations, explains.
At the very core, the message of branding is not about what you do, it is about who you are to your donors, and the public. As long as the core of who you are to the public does not change, many other things are on the table. You can renovate, revitalize, or reintroduce without actually rebranding anything. Here’s how:
Do you have a part of your work that is “so last year”, or, truthfully, so outdated that interest has fallen off almost completely? It’s time tear that down, and start over. Look at what’s trending now in relation to this offering. What can you do to completely renovate the look, and feel without losing the identity, or the message? These are questions your creative team needs to be asking, right now.
Is there a particular program that is still working, but might be on it’s last legs? Don’t throw it out without seeing what a fresh coat of paint, or a few tweaks here and there, might be able to accomplish.
One of the best ways to “rebrand” in the new year, without really changing a thing, is to reintroduce your donors, and the general public,to what you are really about. All brands, even non profits, evolve over time. But, what makes your organization unique probably won’t. What is it about your charity that people are so accustomed to that they have now forgotten?
If you can use creative, and compelling PR to accomplish these goals, you will have successfully “rebranded”, without changing a thing.