Q&A: Brand Launch Advice

As we go about our work and conduct our workshops, people ask us lots of really great questions. And if another nonprofit marketer is asking, there’s a good chance you’ll find the answer helpful, too.

Q: We are getting ready to go through a drastic logo change. We’ve become pretty well known in the community with our old logo, and I’m nervous the new one will become lost. How do you suggest we present this “new image” to make sure we are still at the top of people’s minds? Carlye Rausch, Program Manager at Crayons to Classrooms, Dayton, Ohio

A: Carlye, It’s great that you’re thinking about this now, because planning the experience people have during a logo change is a critical component of the process. There are three parts to getting your new image embedded in people’s minds once it’s live:

  1. Launch plan: How will you introduce your new logo to your internal and external community? Consider how to tell the story about why you made the change and how to get people excited about and familiar with your new logo. (Travel mugs and T-shirts always help!)
  2. Transition: This is the behind-the-scenes part of making sure all your materials get migrated to the new image. It’s a little bit about organization, and a little bit about leadership, culture and building support for change. In some cases, you many need to clarify consequences for resistance by staff members.
  3. Live it: New images need more exposure to become associated with you. Whatever you would normally do to market yourself will need to be scaled up—something you’ll need to budget for. Consider whether there are any new marketing initiatives you can introduce to help.

Do you have a question and wouldn’t mind sharing the answer with other nonprofit marketers? Email me or send me a LinkedIn message and I’ll do my best to answer. And keep an eye out for more Q&A emails coming up.

New Brainstorming Hours

There may be times you’re looking for some expert advice—or a partner to work through ideas. When you have more than a quick question — but you don’t have the need or budget to get help with a full project you can feel stuck. And that’s just what our new Brainstorming Hours are for.

Book a Brainstorming Hour for $300 to talk about branding, marketing and even staffing challenges.