Three things branding can’t do, ever

Are you looking to a rebrand to turn things around at your organization? Think again. And read this post at Big Duck: Rebranding won’t fix that…

• Rebranding won’t fix your organization’s murky mission.
  
• Rebranding won’t make people behave better.
  
• Rebranding won’t automatically drive traffic to your website or drop checks in your mailbox.
  

In my experience, dysfunctional nonprofits do dysfunctional rebranding, usually making their problems worse.

Rebranding doesn’t mean anything at all unless it reflects reality. Thinking you can change your organization with a rebranding is like thinking if you paint your house white, the rooms inside will all be white too.

So if your organization is broken (or just bent), fix it! Then think about rebranding your outward face. You might find there’s no need to do so. But if you do, it’ll actually work.