Rebranding is one of the most significant moves a membership organisation can undertake. It’s not just about changing a logo; it’s a journey to redefine who you are, realign with your values, and ensure that your brand remains relevant to evolving audiences. Whether you’re a decades-old institution or a growing community group, rebranding presents opportunities – and challenges.
Drawing on the lessons from our latest rebranding journey with CAMRA, here are 10 key considerations for any membership organisation looking to refresh its identity:
1.Don’t do it!
…Well, not unless you have a really good reason. Before diving into designs or taglines, pinpoint the reasons behind your rebrand. Are you looking to modernise your image? reach a broader audience? Address outdated perceptions? A rebrand should solve a problem, not create one. Define your objectives clearly from the outset. It’s a classic case of if it ain’t broke, don’t fix it.
2. Audit Your Current Brand
Take a hard look at your existing brand. What works? What doesn’t? Does your logo reflect your mission, values, and the people you serve today? Identifying strengths and weaknesses ensures you preserve what resonates, while improving what falls short.
3. Involve Your Community
Your members, stakeholders, and even potential members are key to a successful rebrand. Conduct surveys, focus groups, or workshops to gather input. A logo or tagline may seem small, but it can hold deep emotional value for those invested in your organisation. Their insights are invaluable.
4. Define Your Brand Essence
Your brand is more than visuals – it’s your identity. Establish a clear brand essence that encapsulates your mission. For example, CAMRA centred its rebrand on three pillars: Pubs, Pints and People. What are your pillars?
5. Balance Heritage with Modernity
For established organisations, the temptation to cling to history is strong. However, clinging too tightly can alienate new audiences. Seek a design that acknowledges your heritage while embracing the future. It’s a delicate but essential balance.
6. Think Beyond the Logo
While a new logo is often the focal point, rebranding encompasses much more. Your messaging, tone, visual assets, and member experience should all align with the new identity. The logo is the tip of the iceberg.
7. Test Your Ideas
A design that looks good on paper might not work across platforms. Test potential logos, taglines, and visuals for scalability, usability, and appeal. Can it stand out on social media? Does it work on merchandise? Is it memorable?
8. Embrace Inclusivity
Your rebrand should reflect the community you serve – or want to serve. Ensure your new identity welcomes all demographics, including those you may not currently reach. Inclusivity isn’t just a checkbox; it’s a strategy for growth.
9. Craft a Launch Plan
The success of your rebrand doesn’t end with the design – it begins there. Roll out the new identity with a thoughtful launch strategy. Highlight the “why” behind the change, celebrate the journey, and invite your community to embrace the new era with you.
10. Stay True to Your Mission
Amid the excitement of rebranding, don’t lose sight of your core mission. Your rebrand should amplify, not overshadow, the work you do. Reassure your members that while your look may change, your commitment remains steadfast.
A Fresh Look for a Bright Future
A successful rebrand positions your organisation for growth, renewed relevance, and deeper connections with your community. By following these steps and staying true to your essence, you can ensure that your rebranding journey resonates with both new and loyal members.
Remember: A great rebrand doesn’t just change how people see you – it changes how they feel about being part of your story.
Mulberry Creative is a specialist creative design and marketing agency for membership organisations with a company legacy stretching
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