Branding; when a refresh is in order

Branding; when a refresh is in order

Was talking with a couple of people recently about how they were thinking that maybe they needed to have a brand rethink for the organisation.

This discussion probably takes place more than we realise, one issue when discussing a rebrand, is the thought that it will hit the coffers hard.

During the course of the discussion I recalled an article I had read from Max du Bois “When’s the right time to rebrand or refresh?” and thought it a relevant article to share with you.

In Branding Inside Out Max du Bois suggested you’ll know when it’s time to refresh your charity’s brand “when you’re achieving your goals in spite of your brand and not because of it. Or when you’re spending time, effort and money overcoming its shortcomings rather than reaping the benefits of your brand’s strengths.”

Early signs of trouble for your brand can include hearing the same communication issues over and over again, struggling to explain with clarity how a partnership could best work, or trying to make sense of a proliferation of sub-brands and visual identity interpretations.

Be wary of introducing the word ‘rebrand’ too early as disaster could strike. Trustees will see pound coins flying out the door and start digging in their heels citing branding disasters, and staff might start thinking they’re working for a broken organisation.

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