Vision, Timing & Perception: 3 Essential Factors to Consider for an Organizational Rebrand
By Morgan Hartman
Creative Manager
Rebranding is nothing new; however, it can be the catalyst that opens an organization up to brand new possibilities and experiences. When it comes right down to it, rebranding is a necessary change. In fact, corporations tend to modify their image on average every seven to ten years. Why is this necessary? It’s always worthwhile to take a look at your brand to see what’s working and what’s not. You might be asking yourself, “when should my organization consider rebranding?” Here are three signs that tell you that the timing is right.
1. Your organization’s vision has shifted
If you’ve ever worked for or with a nonprofit or B-corp certified organization like us, you understand that their generosity and willingness to create positive change is endless. While this is inspirational, it can often shift an organization’s overall vision. There’s nothing wrong with evolving as an organization; however, your brand will need to reflect your vision and mission in order to stay relevant to your audience.
For example, when I worked with Circular Indiana (formerly the Indiana Recycling Coalition), there were several conversations on how the organization had come to embody more than just recycling, and needed to reflect the circular economy as a whole. Removing recycling from the organization’s name was crucial, and with a new name, the organization successfully redirected their path for the future.
2. Your brand is dated
Design trends change—all the time. Heck, I read articles explaining design trends for the current year, and a couple months later, new designs have already launched and grown in popularity.
Your brand and logo could be stuck in the aughts and to your audience, it looks like you haven’t been with the times for two decades. Even if your audience can’t articulate how or why, your brand’s image can damage the trust between you and them.
3. You need to disassociate your brand from negative PR
Your brand is what your audience says it is, and if it doesn’t align with public opinion, then something needs to change. Consider the case of Pearl Milling Company, formerly known as Aunt Jemima. In the wake of injustices illuminated by the murder of George Floyd, brands like Pearl Milling Company took action (after public backlash) by removing an iconic woman from their brand, as they recognized her origins were based on racial stereotypes. By only changing their name, Pearl Milling Company was still able to keep its old-timey appearance by using the same brand assets, like their font and color theme. This instilled a sense of familiarity to their consumer, even if an individual wasn’t aware of the rebrand, thus shifting public opinion.
It’s time to elevate your brand
If you find yourself recognizing one or more of the above signs within your brand, then you’re in luck! Rebranding—or brand evolution, as we prefer to call it, is one of Bohlsen Group’s specialties. Our team is equipped to handle all your branding needs, from conception to completion. Is it time to get started? It couldn’t hurt to find out what the experts think. Contact us today!
