Is it time to look at your brand?

It’s a crowded marketplace out there. That’s good news! A strong cultural sector benefits everyone. Each organizations offers something a little different to the community. If your organization isn’t standing out, take a look at its brand. If you think it needs a little work (or a lot)—you might be right.

Whether you’re looking at a major overhaul or a minor refresh, setting about to rebrand your organization is an exciting prospect and if done correctly can jump start the rest of your marketing and have significant impact. It is not, however, an easy task or one to be entered into lightly.

Why do you think you need to rebrand?

Some good answers to this question include:

• Our organization’s brand identity doesn’t match who we are and the work we do

• Our brand doesn’t help distinguish us from the competition

• The public can’t tell who we are, what we do, or what we stand for

If you can honestly point to an answer like the ones above for your reason to revisit your brand, then it sounds like you are on the right track. Your brand may not be doing its job and needs some work. There are plenty of reasons not to tinker with what you’ve got, though.

Here are some not so good answers to the question:

I never liked the colors we use.
Take yourself out of the equation. Just because it’s not your personal preference doesn’t mean it isn’t a good reflection of your organization. Just because something isn’t speaking to you personally, that doesn’t mean it isn’t doing its job. Make sure to find out what others think first.

We’re doing one event next year that is a little different from our typical work, so we should have a new brand.
Sometimes Shakespeare Festivals do contemporary plays or avant garde groups take a new look at a classic; that doesn’t necessarily mean that the brand of the theater is changing. Don’t make a huge, organizational change for the sake of a single element of one season. But if artistic leadership actually is taking things in a new direction, then you’ll want to make sure marketing follows, and a re-brand might be an important part of that change.

We’ve had this look for a while, I think it’s time for a change.
Brands should last as long as they are still doing their job and not be changed for the sake of change. Your brand should help the public distinguish you from the competition, set expectations of what they’ll get from you, and build awareness. All those things come from seeing something consistently and frequently over a long period of time.

Our ticket sales/class enrollment/event attendance have been declining, maybe a new logo will get us more attention.
This response is a little more complicated. There a lot of reasons these metrics might be dropping. Take a closer look at the reasons behind the decline. It might have something to do with your brand. If you can also point to the “good” answers at the top, then go forth and rebrand. However, if you’re looking for something new and shiny to get attention, then I would suggest slowing down and re-evaluating. As important as the brand is to marketing, there are also many other tools at a marketer’s disposal.

If you have determined that your motives are pure and your rationale for rebranding is solid, you can move to the next step: consider the cost.

Spoiler alert, cost means more than money, but we’ll start there. Don’t overlook the hidden expenses associated with a rebrand, particularly if you are changing your logo, brand colors, or font. Be clear about the number of places those changes will need to be made from reprinting letterhead to changing building signage. There are almost certainly more places than you realize. If this cash outlay makes the project a non-starter, there are ways to keep one or more elements of your visual identity the same but still change how you position the organization. You can minimize the cost while still making a significant impact.

Then there’s time. Set aside a significant part of your schedule if you are doing the work on your own. Working with a consultant or firm will reduce the impact to your/your staff’s time, just don’t forget to factor in the time it will take you to manage that partnership.

Even if you have all the time and money in the world (lucky you!), consider what you’ll be giving up by moving away from your old brand. If you’ve got a strong brand that is no longer a good fit, you will be sacrificing the recognition your current brand provides. This loss can be mitigated by a strategic roll out of something brand new or by making an adjustment rather than a complete overhaul.

Once you have an understanding of the costs, ensure that you have buy-in from others in the organization. Even if you only need approval from leadership, involve your colleagues from the beginning. You’re going to need their input throughout the process and their help rolling out the finished product. Getting them invested early will help it all go more smoothly. If you are working with a consultant, ensure that they won’t be working in a bubble but will actively engage with the staff.

Finally, have a clear understanding of what a rebrand means. Brand does not equal logo. Your visual identity is only part of the larger picture and how you position your organization’s unique contributions to your community. From a practical perspective, your brand is also manifested in everything from a tagline to the type of paper you use for marketing collateral. It will affect your social media voice, it could impact what you sell at the concession stand, and what your public-facing staff wear at work. In short, nearly everything.

If you are considering a brand overhaul or refresh, let’s talk. I can help.