How to launch a charity rebrand

Introduction

Rebranding a charity is a big step that can breathe new life into an organisation, increase engagement and amplify its mission. However, the success of a rebrand doesn’t end with the design stage. How you launch your new brand is just as critical as the decisions that led to the rebrand itself!

In this blog, we’ll explore some ideas and considerations to ensure that your charity’s rebrand launch has the greatest chance of success and creates maximum impact.

Engage your community early

Involving your community in the rebrand process can really help ease the transition and build excitement for the launch. Without the context of the rebrand objectives, it’s understandable that long-term supporters may feel confused or annoyed by seemingly ‘unnecessary’ or ‘ill-informed’ changes to a charity they often have a deep sentimental relationship with. Involving your audiences in the rebrand can also build engagement with the new brand, as well as make your supporters feel valued, important and included in your organisation’s work.

Here are some strategies to consider to help you do this:

– Focus groups: involve key stakeholders, including donors, volunteers, and beneficiaries, in focus groups or surveys to gather feedback on the rebrand. This can provide valuable insights and help fine-tune your approach.

– Ambassador programmes: empower a group of passionate supporters to act as brand ambassadors, helping to spread the word about the rebrand and share the new brand message with their networks.

– Teasers and sneak peeks: share behind-the-scenes content leading up to the launch, building anticipation and allowing supporters to feel included in the journey. I will caveat this point and say this approach can lead to design by committee if not handled effectively!

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Reaffirm the reasons for the rebrand

Before you dive into the launch, take a moment to reaffirm why you chose to rebrand in the first place. The decision to rebrand should be grounded in clear objectives. Whether it’s to modernise your image, better reflect your mission, reach a new audience or all of the above.

Communicate these objectives internally so that everyone within your organisation is on the same page. When your team fully understands and supports the reasons behind the rebrand, they’ll be better equipped to convey that message to the outside world.

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Tell a story

A successful rebrand launch hinges on the story you tell. It’s not enough to show your supporters a new logo or colour palette. You need to communicate the “why” behind the rebrand to generate further support. Children with Cancer UK did a brilliant job of telling the story behind their rebrand, from consistent social messaging to a personal note from the CEO.

Craft a narrative that explains the reasons for the rebrand and how it aligns with your charity’s mission and values. Highlight how the new brand will help you better serve your cause and supporters. Whether it’s through a blog post, video, or a series of social media updates, make sure your message is clear, consistent and compelling.

Detailing the benefits of a rebrand and highlighting a well-thought process can help anticipate any potential concerns and demonstrate your strategic vision.

Plan for the worst, hope for the best

No matter how carefully you plan or how well-intended the change, some supporters may react negatively to your rebrand. As humans, we like the familiar and that’s especially true when it comes to charities. Supporters may have known a charity for many years and perhaps even been supported by it in times of need. So, it’s important to prepare for this possibility and have a plan in place to address any concerns.

Here’s some ways you can do this:

– Consistent messaging: develop a set of key messages that can be used to respond to negative feedback. These should reinforce the reasons for the rebrand, emphasise the benefits and show empathy for those who may be resistant to change.

– Training staff: ensure that all staff, especially those handling social media and customer service, are trained on how to respond to negative comments in a way that is consistent with your brand values.

– Open dialogue: encourage open dialogue with your community. Acknowledge concerns, but also guide the conversation back to the positive impact of the rebrand. Showing that you are listening and valuing their input can turn sceptics into supporters.

Launch with impact

When it’s time to go live, create a plan to make sure your launch is as impactful as possible.

Your plan should include:

– Multi-channel rollout: coordinate your launch across multiple channels, including your website, social media, email marketing, and press releases. Consistency is key for ensuring that all platforms reflect the new branding simultaneously.

– Special events: consider hosting an event, whether virtual or in-person, to celebrate the launch. This could include a webinar explaining the rebrand, a Q&A session with your leadership team or a live stream unveiling the new brand. This again can bring your supporters into the fold and take them all the way through your rebranding journey.

– Engaging content: create engaging content that showcases the new brand in action. This could be in the form of videos, infographics or case studies that highlight how the rebrand will positively impact your mission.

Summary

Launching a charity rebrand is an opportunity to re-energise your organisation and deepen your connection with supporters. By reaffirming the project objectives and delivering this in a compelling and verifiable way, you can ensure that your rebrand is successful and serves as a catalyst for growth and positive change.

If you’re looking for support with your charity’s brand, find out more about our brand services and how we could work together here.