Tips for Navigating and Communicating Organizational Brand Changes to Constituents
Plagued by years of scandal, Boy Scouts of America recently announced the 114-year-old institution is changing its name to Scouting America. The organizational rebrand will take effect at the top of next year and reflect the nonprofit’s ongoing shift to be more inclusive, offering new programs for girls and LGBTQ youth. When I read this story in the news, it got me thinking about the other steps the Boy Scouts would have taken in advance of speaking with the media and the continued communications the nonprofit should execute leading up to the implementation of the new name.
There are many reasons nonprofits may pursue an organizational rebrand. A refined mission and additional programs and services may lend itself to a new name to better reflect the work and values of a nonprofit. When Playworks Massachusetts expanded to new territory across New England, it rebranded to Playworks New England. When Vision Loss Alliance wanted to reach new and younger audiences the organization transformed into Sights for Hope, which felt more positive and future thinking. Then there are instances where negative perceptions of an organization lead a nonprofit to create a fresh identity to move away from the past and refocus attention on the good work it does, like with Boys Scouts of America.
No matter the reason, change is always challenging. In all circumstances, you want to honor the old while starting the new. You also want to choose a name that is easy to understand and allows for flexibility as the organization continues to evolve and grow. However, when it comes to established nonprofits there are many constituents and channels to consider when communicating a rebrand for buy-in and support. At the top of this year, we shared tips for how to become an effective agent of change. Below are Teak Media’s top 5 tips for announcing a new name.
1. Create a Communications Plan
Once a new brand identity has been created, organizations should develop an action plan that outlines how changes will be communicated, to whom, when and by whom, to ensure all stakeholders receive the information in a timely manner. This plan should outline key spokespeople who can speak to the changes, as well as instructions for how to manage information requests for those who are not designated spokespersons.
2. Determine the Messaging
Once the plan is in place, develop messaging per target audience and communication channel to ensure information about the name change is articulated in clear, compassionate, and mission-minded ways. Before moving forward, it’s important to honor the organization’s history and ongoing work of stakeholders. In addition to the announcement, messaging should include how the nonprofit came to the new name and how the organizational rebrand will help to continue and expand its impact.
For example, when Teak Media’s client Old North Illuminated, which operates Old North Church & Historic Site, was developing new materials to explain its rebrand from the Old North Foundation, the nonprofit had to balance preservation and longtime relationships with donors and congregants and adhering to the institution’s commitment to build a more equitable and just world. Ultimately, messaging explained how the shift, part of a larger strategic plan, was created to better reflect the organization’s identity as an education-focused institution that is shining an analytical light on the past to build a brighter future. The new name paired with the tagline “Let history light the way” was a natural fit.
3. Follow the Order of Operations
Now that messaging is in place for each audience, the organization should follow the order of distribution outlined in the communications plan. Internal stakeholders, including staff members and board members, should be notified of the new name change first. Secondary groups may include donors, program participants and sponsors. The final tier should include members of the public, leveraging tactics such as traditional media.
4. Integrate Feedback
As each stakeholder is notified, the organization may receive both positive and negative feedback. It’s important to listen to their concerns and potentially modify messaging accordingly. Acknowledge feelings of fear, loss and doubts while positively reinforcing excitement for future outcomes under the new name.
5. Execution
Flip the switch. Before officially launching, ensure that new logos, messaging, and graphics are consistent across the organization’s website, social media channels, email signatures, and digital and printed marketing materials. And be prepared to speak to the organizational rebrand, incorporating the new name into all future communications.
It’s important to remember that growing pains are just that. If your organization is looking to rebrand and you aren’t sure how to communicate these changes, we can help! Click here for a list of Teak Media’s services.
