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Daily Buzz: The Right (and Wrong) Reasons to Re-brand

A re-brand likely happens to reflect a non-profit's change in mission

Re-branding can be a big risk, but one that may be necessary for an organization’s future success. And, when done well, re-brands can bring a big payoff.

For nonprofits, a re-brand likely happens to reflect a change in mission or the people your organization serves—which means that before embarking a change, you need to define your new vision and audience.

“Vision acts as the North Star for every action your company undertakes, so it’s critical you have a firm understanding of your vision before moving forward,” the HubSpot team said on its blog.

Similarly, look at your member data. Who are the people engaging with your association and making use of its resources? Compare that against who your target membership base is—do they align?

Once you understand the direction your organization is moving in and who is along for the ride, you’ll have a better picture of what, exactly, needs to change. It could be your association’s slogan, its logo—maybe even its name.

But don’t just make changes for the sake of making changes or because you’re bored. Every change you make to your brand identity should be done with purpose. For example, if you decide to update your logo, think about how the new iteration will serve your members and mission for years to come, not just next year.

“As fun as re-brands might seem, you don’t want to do this every year,” the HubSpot team said, “so really look at your vision, mission, values, and purpose and consider whether this new logo can support them in the long run.”

Please select this link to read the original article from Associations Now.

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