Are you the same person you were 10 years ago?
If we had to guess, probably not.
(And it’s not just about the gray hairs, the numbers on the scale or the fluctuating bank account.)
Everyone experiences growth, and with growth comes change.
Now, think about your organization
Has it grown? Has your reach expanded?
When a brand experiences growth and change, a rebrand is usually necessary.
(You wouldn’t wear the same outfit you wore to your cousin’s wedding back in high school, right?)
Take Project Lekkutei Sichos
What started off as a farbrengen table idea, evolved into a wildly successful organization.
That meant that the hastily crafted logo had to make way for a more sophisticated image as the project gained widespread recognition.
The result?
A winning rebrand that looked good from all angles (we’re talking print, web, social media, and yes, even hoodies), stayed recognizable, and instilled trust and confidence in the old and new organization members.
Intrigued?
Here’s everything you need to know about a rebrand:
1. More than a logo
Your brand is not just your logo, your name or your personality.
Your brand is how you are viewed in the eyes of your community and your donors. Your organization’s name and logo, visual identity design, mission, values, and tone of voice are all parts of your overall branding.
When done correctly, a rebrand will not only refresh your look, but it will help you communicate your company’s values and message more effectively, shape your community’s perceptions of you as a trusted leader, and earn you the ability to forge strong connections with prospective supporters.
2. You can have your logo and brand recognition, too.
Yes, it’s possible to hang onto your hard-earned brand recognition while letting go of your outdated look.
The goal is to update your old logo to make it more modern and user-friendly while still keeping some of the original concept for brand recognition, à la Pepsi, Coke and Apple. Big brands modernize their logo to reflect their current audience and brand goals.
If you want to stay recognized, rest assured that your new logo will still look like you, but the more modern, brilliant and better version of you.
3. Follow the rules
Your brand guide’s rules, that is.
While a logo is a crucial component of a rebrand, it isn’t complete without a brand guide. A brand guide is a comprehensive manual that defines and maintains the consistent visual and messaging elements of a brand, by outlining the rules on how to properly use your branding elements like your logo, colors, fonts and styles.
Not only does this allow your team or other professionals to implement your brand seamlessly and consistently, but it also saves you time on future designs by eliminating the need to make new decisions each time.
Most importantly, having these standards makes it seamless for members of your team to create consistent materials, which helps with brand cohesiveness.
4. Save (digital) face
Don’t leave your website behind.
When undergoing a rebrand, it’s important to update your website – the digital face of your brand. A modern and cohesive website that aligns with your refreshed brand identity will project professionalism and trustworthiness to visitors at first glance.
Moreover, by ensuring that your online presence reflects the new brand elements, you not only enhance your visual appeal but also convey a sense of reliability, signaling to your audience that you can be trusted to use their support responsibly.
5. Stay social
Consistency is important in making your brand recognizable and reliable across all marketing platforms, including your social media channels.
Ensure that your new brand identity is reflected consistently on platforms such as Instagram, Facebook, Twitter, Whatsapp Business, and others.
6. The t-shirt takeaway
t’s fun to rep your organization’s merch, but once a proper rebrand is established, it also serves a purpose.
A well-executed rebrand ensures that people will be able to easily recognize and associate your brand—
or that branded t-shirt—with your organization.
This recognition not only boosts brand exposure but also acts as a mobile advertisement, as individuals showcasing your merch become walking brand ambassadors. This reinforces brand visibility and contributes to a broader and more enduring brand presence in the market.
7. Feeling like one in a million?
Smart branding will set you apart in a crowded world.
Through thoughtful analysis of market trends, consumer preferences, and competitors, a unique and compelling identity can be formed. This strategic refresh will ensure that your brand stands out effectively and that your organization has a competitive edge amidst the diversity of choices in today’s global market.
With the right branding and messaging, you can convey to prospective consumers why they should trust and value your services over alternatives.
If you were looking for a sign, this is it.
Transform your brand into something powerful.
