Verdant Examines the Challenges of Rebranding
The Challenge of Not-For-Profit Rebranding
The news that the YMCA has rebranded as simply “the Y” is amazing particularly given the fame and popularity of the song and associated dance! What is more amazing though, is that they have managed it at all.
Not-for-profit and charity organisations have very strong and diverse stakeholders who have equally strong and diverse views. A small minority can easily scupper a rebranding exercise even when it is badly needed and long overdue posing questions such as ‘why rebrand at all when they should be spending your money on the end goal?’
There are many reasons why a not-for-profit might rebrand: sometimes there will be a number of versions of the brand or controls over the brand might not be well thought through (particularly if it is a regional charity with a large volunteer base or if it is subcontracted to third party not-for-profits who don’t buy in to the brand.) The name may also be geographically limiting, such as with the Merseyside Drugs Council, which rebranded as Lighthouse Project or Dementia UK, who wanted to emphasize the UK wide availability of their advice.
More common is that the brand might simply no longer reflect the work of the organisation or might be a barrier to take up of the services - if “the Y” still followed the original motivation behind the setup of the Young Man’s Christian Association, this might have been limiting. One of the most likely reasons is that the organisation has grown well beyond the original remit such as with Barnados or the Samaritans.
So how can a not-for-profit rebrand itself given that the exercise will throw up barriers for change and that there will no doubt be opposition from some stakeholders and given that rebranding is seen as a costly and cosmetic exercise by some?
Branding is so much more than the “pictures”, the logo and corporate colours, and ideally should take on board the feel and culture of the company, its customer experience and all communications. Any not-for-profit should treat an existing brand and equity sensitively; the key to success is for the rebranding exercise to build on the heritage of the existing organisation.
The solution for a not-for-profit is how they engage with their stakeholders. A great way to do this successfully is to undertake research with stakeholders, (particularly the Board, anyone from funding sources, and the end recipient of your services), through an independent agency. We have done this several times and have found there to be very deeply help beliefs to help move things forward. I employed this approach when developing ideas for the Millennium Stamp programme back in 1995! Be open to the stakeholder’s views and take them on the journey with you by taking them through the process step by step and ensuring that the original brief is clear.
This process has to include employees and volunteers and particularly those at the front line.
Budgets are critical and as a not-for-profit, strict budget cost control is essential, Equally, though, ensure that the design agency you are working with has a good track record; don’t necessarily go for the cheapest option. You may even need help in putting together the brief and reconciling all the views. Sometimes the changes needed might be relatively subtle to make the brand relevant.
Other top tips:
- Plan for the launch and roll out of the branding from the start.
- Bear in mind that any refresh may be the start of a longer process and look forward to potential future changes.
- Make sure any visual expression is cost effective and easy to use i.e. that doesn’t use any special colours and is in a font which is widely available. Above all, keep logos simple!
- Find / approach a supportive journalist who can be involved in the process with you.
- Have a look at other organisations and benchmark them to see how they have done it - both those who have rebranded successfully as well as those who haven’t.
Back to the YMCA rebrand: what is brilliant about this example is that they have followed their customers: “the Y” is the name used affectionately by them for many years.
