Many big-name companies have undergone a rebranding in the past decade. With modern AI tools to analyse mountains of consumer data points, finding a voice and persona for your brand has never been easier.
An excellent example is Woolworths. The supermarket chain had a massive issue with public perception, thinking all the food was imported, causing lower engagement with local consumers.
To address this issue, the company changed its primary tagline from “The Fresh Food People” to the more locally focused “Australia’s fresh food people.” Since the rebranding, consumer confidence has risen, and sales have followed suit.
Your Australian nonprofit may face the same type of dilemma. Maybe your organisation has shifted to include new services, or your branding feels so outdated that it’s better used in a nostalgic 1990s film than modern online marketing.
Whatever the reason, approaching the rebranding concept is a crucial step in your company’s lifespan. You’ll need to think about this from all angles to ensure you speak to your target audience the best way without sacrificing what makes your NFP so unique.
What’s in a Name?
The first question when rebranding your NFP is your name. If the name you’re operating under doesn’t best represent your mission or the community you’re serving, it is probably time to go back to the drawing board and start brainstorming.
You’ll want to go through a thoughtful and inclusive process, so the name resonates with everyone in your diverse audience. From the volunteers donating their valuable time to the clients you serve to the donors opening their check books, you want a name that reflects your mission and solidifies your place in the community.
If you’re completely lost in how to get started, consider the primary objective of your NFP. For example, if you help people experiencing homelessness find new housing, maybe include the words “house,” “living space,” “safe housing,” or similar items should be in your first name ideas.
What About a Brand Refresh Instead?
The cost, time, and effort put into an NFP rebranding is no small task. Between conducting testing with your audience, defining your communication goals, and addressing audience priorities, you still have to take the time to position your rebranding appropriately.
These time and financial expenses are why many brands look for a refresh instead. The difference is a rebranding is like beginning from nothing with your logo, name, tagline, and other brand features.
A brand refresh keeps many of the same aspects of your original company, but updates them for modern times. This could be anything from changing the logo to using new colours that better align with your target audience.
If you’re operating on a smaller budget or feel your name and identity is still strong in the community, refreshing may be a better option.
Who to Include in the Rebranding?
When considering a nonprofit rebranding, one of the crucial questions is who to include in the process. You want to be efficient in your changes, but also determine how inclusive you’ll need to be. Decision-making can often get muddied, so a clear framework for who gets the final say is important to your brand journey.
Consider who has invested most in your current organisation and how a rebranding will impact their involvement. Ask for input from:
- NFP Volunteers
- Stakeholders and Leadership
- Donors and Investors
- Clients and their Families
- Employees
- Social Media Followers
- Email List of Recipients
An excellent example of rebranding with external input would be the comfortable shoes known as Crocs. In the beginning, this company was known as a comfortable shoe for chefs and other professionals who were always on their feet but away from the public eye.
During the global pandemic, celebrities like Adam Sandler, Lebron James, Justin Bieber, and Nicki Minaj started showing themselves walking at home in their Crocs online. The brand leaned into the concept of comfort over style, and now, it is an international juggernaut.
The point is to consider all the input you can and trust the people who mean most to your brand – the end users.
What are the Desired Results?
Another important aspect of rebranding your NFP should be the question of what you hope to achieve. Your future rebranding should always reflect your mission. Everyone on your team needs to be trained in how your brand views the world and vice versa.
To get the marketing of your new brand across the best, you’ll need to have a solid idea of where you’re going in the future. This way, staff, volunteers, and donors become brand ambassadors for your NFP. They will feel empowered to share your goals and services because the messaging is clear about who you are, what you represent, and how you will succeed in the future.
When is it Time to Rebrand?
There is no surefire way to know when to rebrand your Australian NFP. Odds are, you’ll feel a snowball of hints that it’s time to reconsider how you’re viewed externally and internally. Some easy ways to help you along the way include:
- You want to move past an older image or persona.
- You are trying to court a new audience.
- The language and visuals you use feel extremely outdated.
- You are getting lost in your competitive market.
- You have moved geographic locations.
- You have merged or partnered with other Australian/International organisations.
- You are not known for the services you currently offer.
Take your time to consider everything about your brand and how it reflects your mission. In the end, talking with your clients is the best way to know when and how to shift your brand into a new stage of growth and visual acceptance.
How to Get Help
Once you have a solid rebranding initiative underway, you’ll want a professional website design and development team to ensure your online presence is just as professional as everything else.
Our team at Web 105 works with Australian healthcare providers, government organisations, and all kinds of nonprofits. We have the skills, tools, and experience to ensure your website best reflects your new brand. Give us a call today, and let’s set up a time to discuss your online goals with a new, refreshed, mobile-responsive, and clean website layout.
FAQs
Can you rebrand a nonprofit?
Yes! Changing your NFP brand can positively impact your target audience and better reflect the goals and mission of your organisation.
What is top-down rebranding strategy?
In a top-down rebranding, you set the goals and objectives of your new brand at the leadership level. Once everything is clear, those changes are then communicated down to the managers, volunteers, team members, and donors throughout your NFP.
Is it legal to rebrand?
Yes, it is legal to rebrand an Australian NFP. There will be some notifications to the ACNC and ATO that will need to happen, and you should work to protect your new branding appropriately, but it is legal.