Adopting a new name is hard work. It requires that you pursue the right strategy, AND it demands that you also prepare your staff, board, and stakeholders for the emotional stages that lie ahead. We all expect that it requires skills such as research, strategy, and creativity to launch a new name, but what many
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Like people, your organization’s brand is only interesting if you focus on something besides yourself. Yet many nonprofit organizations we meet suffer from Boring Date Syndrome. You know the type. You meet them for a first date and they talk relentlessly about themselves the entire time, never showing any real interest in you. Unless it’s
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Branding — or rebranding — isn’t a quick or simple process. If you’ve contributed to the deep thinking, investigation, articulation, or collaboration involved in creating an honestly reflective and unique reputation for your nonprofit or independent school, then you know; even when you enlist expert consultants, branding projects take time and energy and investment. And
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