Kay Rosenthal PhD, RN – Guest blogger, EPNRC volunteer
When I see a check mark, my first thought is – done! My second thought is Nike! Just do it.
When I see the letter G I now think of Gatorade.
When I see a pink ribbon I think of Breast Cancer. Race for the Cure.
That is the power of branding.
I read a very interesting article from the New York Nonprofit Media today titled, The Importance of a Rebranding Process. (http://nynmedia.com/news/the-importance-of-a-rebranding-process). Ron Gold and Christopher Quereau shared the power of rebranding in two different situations where two companies merged. Through the rebranding both merged successfully and are striving today.
They offered four keys to good rebranding which I have pasted below for your convenience.
1. Research: We suggest at least some basic, low-cost research of your constituency to help ensure that your selected course of action is appropriate. Research also builds buy-in from boards and employees.
2. Process: Outline a rebranding process. Every branding project has its own institutional history and personalities that must be properly managed to ensure a positive branding experience. An experienced agency will have suggestions on navigating the course of your transformation.
3. Deployment: Once you are provided with your new branding items, such as a logo, website and other materials, develop a plan to roll it all out to staff, supporters, the public and clients. Brands deployed with a whisper can cause confusion.
4. Marketing: Now that you have your brand, determine how your marketing will exhibit that brand – and how will it change, maintain, or enhance that impression. – See more at: http://nynmedia.com/news/the-importance-of-a-rebranding-process#sthash.bHyEDzBs.dpuf
I wish you the best of luck with your branding or rebranding process and hope that it will bring your nonprofit organization the presence you need to help you serve the people of the Estes Valley.
Thanks for all you do!