A rebrand is more than just a new design. Done right it can reinvigorate the whole organisation but only if you tackle it head on.
One of the first things I was asked to do in my current role at what is now known as Power2, was to change the name of the charity. How hard could it be? But, as anyone who has ever been tasked with re-branding knows, this seemingly innocuous request leads you on a journey - one which will take you straight into the DNA of the organisation. In our case the need for change was made all the more pressing when one supporter decided not to fund us because of our name.
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