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.


Comments

2 responses to “Three things branding can’t do, ever”

  1. Brian Wirthlin Avatar
    Brian Wirthlin

    If an organization decides to re-brand themselves without having made some pretty dramatic changes – someone on the board of directors might want to Google the streetlamp effect…

  2. Brian Wirthlin Avatar
    Brian Wirthlin

    If an organization decides to re-brand themselves without having made some pretty dramatic changes – someone on the board of directors might want to Google the streetlamp effect…

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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