How to rebrand an organisation

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.

A name change is a big step. Get it right and you'll galvanise more funders and supporters than ever before, but rush it through and you risk alienating core staff, confusing key messages and losing focus.

Before you do anything, consider what a brand is so you know what you're trying to do. A brand is not just a name, or a logo, or clever marketing. It's your organisation's whole identity. With that in mind, here are five key elements of a successful rebrand.

1. Be clear about what you are trying to achieve. A full-on rebrand isn't something you have to do just because you've been around for a decade or two or because you're struggling to reach new funders.

There may be other things to consider first. Why are supporters not connecting? Do they understand what you do? In our case the charity - formerly called Teens and Toddlers - was named after a programme, albeit an award winning one but it didn't describe our mission or the other programmes we run. Ultimately, it was confusing and limiting our ability to grow.

2. Lead from the front and help others understand the reason for change. "Change has its enemies," said Robert Kennedy. Even if people understand the reason for change, it is always uncomfortable which is why first and foremost you as a leader need to be totally on board to drive the vision.

Employees accept job offers and trustees join boards for a specific mission and vision. When that organisation shifts focus, or becomes something bigger it can be unsettling. People need reassurance on what remains unchanged. Are the foundations still there? What will the future look like?

3. Set out your values and vision. Let people know what you want to do, that you're still the same committed team, and the only thing that has changed is the way you talk about what you do. Your heart is still in the same place, and you want your existing employees and supporters to help you continue to move forward in the right direction. Setting those expectations early on will take you a long way.

Before you get into articulating your brand through slick design, messaging and marketing, first solidify your purpose and vision. What makes you noteworthy? What problem do you solve and what resonates with your audience? Check everyone is behind the long-term vision. Stay true to this positioning, and everyone will feel your value and authenticity through the new organisational identity.

4. Have a clear process and accept it may take time. Get everyone involved, including service users, as often as possible, but don't rely on consensus.

Put together a select group of people responsible for making decisions. Plan everything. Don't expect the new name to reveal itself after the first workshop - it is likely it won't and you'll need to brace yourself for the uncomfortable creative process where you discover all the good words are taken and nothing seems to fit the bill. Keep going, keep testing and you will strike gold.

It is the same for the logo. A good design agency is worth its weight in gold here. Next, check if you now need to change your vision and culture. For Power2, as well as being mission-led we're making greater use of data to drive impact.

Both require new ways of working. We used the rebrand to refresh our values and behaviours. In all, it takes planning, patience and long-term vision to get everyone singing from the same song sheet.

5. Don't forget to celebrate your new identity. Going through a rebrand is not easy; there will be times when you feel like you are running two organisations at once, working with existing and new supporters simultaneously.

It's essential to be upfront with people as you transition to your new identity. Let them know why you decided to rebrand even if it's because of a previous weakness - you'll be surprised how receptive people are to honesty.

When you finally go live, use a soft launch to test everything works - email, website, social media. Appoint ambassadors to champion the new brand and take every opportunity to shout about it.

Finally, don't forget to celebrate internally as a team. Rebranding is a major achievement - make sure you take the time to mark it.

• By Joanne Hay, chief executive, Power2
• www.power2.org