Two colored pencils–orange and blue–placed on a split background. The orange pencil is on a blue background and the blue pencil is on an orange background.
Credit: Alice Yamamura on Unsplash

Welcome back to Ask a Nonprofit Expert, NPQ’s advice column for nonprofit readers, by civic leaders who have built thriving, equitable organizations.

As always, this series offers Leading Edge members the opportunity to submit tough challenges anonymously and get personalized advice. In this column, we’ll publish answers to common questions to strengthen our entire community’s capacity.

In today’s issue, Claire Taylor Hansen and Nicole Tufts answer a reader’s question about rebranding during uncertain times.

Stuck on a problem? Submit your question here.

Dear Ask a Nonprofit Expert,

We developed our current branding years ago and it no longer reflects our organization’s values and work. However, given the significant challenges facing the nonprofit sector, some board members and staff are concerned that a splashy rebrand may appear out of touch at this time.

What would you advise?

Sincerely,

Brand-interested Reader

Dear Brand-interested Reader,  

Rebranding sparks hesitation—and for good reason. It is challenging, especially if your organization must balance many priorities while serving your community. At these crossroads, remember that your brand is your identity. A clear sense of who you are, what you stand for, and why you exist—and the ability to communicate that externally—enables an organization to unite communities, reassure audiences, and energize movements.

A brand can act as a clarifying force. More than just a logo and a snappy elevator pitch, branding at its best functions as a mission-critical set of tools that steer an organization toward impact.

In challenging times, marked by disinformation, AI-generated content, and eroding trust in institutions, a brand can act as a clarifying force. More than just a logo and a snappy elevator pitch, branding at its best functions as a mission-critical set of tools that steer an organization toward impact.

​As nonprofits across the country, especially social change organizations, face ongoing attacks on their work, they must show up in new ways. Effective branding can cement their position and send clear, determined messages of perseverance.

Take time to consider whether your brand communicates the most important parts of your work. If it does not, there are ways to approach brand changes that can help your staff and board feel more comfortable moving forward with a rebrand or brand refresh.

Solution 1: Fix What’s Broken Now Through Incremental Changes

During uncertain times, forming new connections and maintaining relationships are key to advancing your mission. Help your staff and board understand this: If your brand creates barriers to engagement, it’s important to address what’s not working. Then, you can connect with audiences and inspire action. For example, if your organization has had recent funding setbacks, reaching donors is critical to sustain your work. Make sure nothing prevents them from getting involved.

We recommend a brand audit to identify challenges and opportunities. Choose a few impactful but manageable changes and implement them incrementally. As you audit, assess your brand’s accessibility online and make sure you’re not leaving anyone behind.

Authenticity and resonance with those who make you who you are should guide decision-making and shape every part of your brand.

Similarly, try to spot any points of confusion in how you communicate your mission and your impact. Small changes like installing accessibility tools or refining your messaging can help you reach more people and clarify your work.

You can also ask your community what needs to change. By centering their needs and creating opportunities for input, you can better understand how your brand is used and where improvements are needed. Send a quick survey via email. At your next in-person event, bring up your brand and ask for feedback. These conversations keep your brand responsive and make sure your community has the right tools to advance your mission.

This might mean a new slogan that reinforces your values and serves as a rallying cry. It could also be a brand toolkit that helps your community to raise awareness and recruit new members. Authenticity and resonance with those who make you who you are should guide decision-making and shape every part of your brand. This strengthens your voice, builds connections, and creates momentum.

Solution 2: Build the Foundation for a Future Rebrand

When things are tough, it is a great time to pressure-test your brand. Ask yourself, your staff, and your community: How must we change to protect the future of our work? Use these prompts to guide discussions, set direction, and get buy-in for bigger brand changes. Through strategic, collaborative, and imaginative conversations, you can identify opportunities that reinforce your mission.

Research helps you understand brand familiarity, the impressions your audience has formed, and why they support or engage with your organization. Invite key audiences—donors, volunteers, advocates, participants, and partners—to share feedback.

Here are few questions to consider as you do this:

  • Does the explanation of our organization’s purpose, vision, and activities line up with the written, spoken, and visual explanation of who we say we are?
  • Does our brand reflect who we are now and who we are becoming, or does it feel stuck in the past?
  • Are we positioning our organization the way we want to be perceived now and into the future we imagine for ourselves?

Next, develop a data-driven approach to pinpoint what will make a difference. Research helps you understand brand familiarity, the impressions your audience has formed, and why they support or engage with your organization. Invite key audiences—donors, volunteers, advocates, participants, and partners—to share feedback through surveys, focus groups, or interviews. Use these insights to shape your external communications. For example, you might discover that a new name, logo, or updates to your mission and vision statements could bolster your efforts.

To get buy-in, host listening sessions and open discussions with staff and board. Let them share concerns or new ideas for updating the brand and how it can achieve your goals. Use this time to ensure you have the internal resources and processes in place to start a rebrand when the time is right.

Whichever path you choose, keep your focus on what matters: your mission and the people you serve.

Any decision about your brand identity and expression should advance, not impede, your work. Recognize the power of your brand at this moment. Consider whether a rebrand or refresh could strengthen your organization and help you succeed. By branding with intention, you can amplify your work. You can also connect with audiences in powerful ways and create hope in challenging times.

Sincerely,

Claire and Nicole