When it’s time to consider revitalizing your organization's brand

Whether your organization is in its first year, or celebrating a milestone anniversary decades in the making, its success is affected, in part — and I’d argue significantly so, by how its brand is perceived. It’s a brand’s world. Consumer choice, whether in buying a product or deciding how to spend philanthropic dollars, is more flooded with choice than ever. A strong brand is the message you’re communicating over and over, allowing you to position your organization in the customer’s mind and demonstrate what makes you, you. So when is it time to revitalize your brand strategy?

Things feel stale and you’re having trouble reaching customers
If you’ve heard even one member of your leadership team say, “No one knows who we are,” or “We look behind the times,” then you already understand, even if you haven’t realized it, the importance of brand strategy to the overall success of your organization. And you’ve already expressed the need for it to change.

Our business needs are changing
Revitalization may need to happen because business strategy has changed. Your company could be entering a new market, or launching a new product. Perhaps you want to appeal to a different type of customer, or double-down on

There’s a new name
Perhaps you merged with another organization, or you’ve been sent a cease and desist letter and are in the midst of a trademark conflict. As a result, the organization has changed its name. But that name is just one part of your brand, and making sure your name fits who you are and what business you do is essential.

There are practical considerations, too.
Maybe you feel like your business card is embarrassing to give out, or you can’t read your logo when embroidered on a shirt. These practical considerations can be the impetus for revitalizing the brand identity, too. Effectively presenting your brand is what will drive the perception you intend to communicate.

Choosing to undergo revitalization of a brand is an investment in the future. We’re going to build on your success thus far, change the perceptions around your organization, modify behavior, and ultimately increase performance. Together, we’re going to more clearly communicate who you are.