That disconnect isn’t just annoying. It’s holding you back.
Something feels off. Maybe it’s the clunky logo, the outdated website, or the fact that no one can quite explain what your organization actually does without launching into a 10-minute monologue. (Been there.)
Here are a few signs it might be time to rebrand:
If you're cringing every time you send a link, it’s not just you. Your audience probably feels it too. The little picture that's added to text threads and emails might be outdated. Or maybe, the website just doesn't work well on phones and you're crossing your fingers, hoping they don't look at it that way.
Sending links with clarifying language attached in an email.
Redirecting someone to the right web page when they couldn't find it.
Not being able to update simple things.
All of these frustrations become barriers for you, and barriers for your audience.
Different logos, fonts, colors, and messaging floating around? That’s confusing—for your internal team and your external audience.
While yes, a website is one of the biggest sources, but we can't exclude printed materials and in-office materials. These all reinforce your mission, values, and vision. With a steady presence of all three, people are naturally more connected to the work. They show up, invite themselves in, and they can confidently talk about the brand. It's a small step, but it's a vital one to fostering brand advocacy - people who become your ride or die.
Your work has evolved—but your visuals and voice haven’t kept up. A strong brand should be an extension of your purpose, not a relic of the past. If your strategic plan for this year looks pretty different from when the brand was originally developed - it becomes more of a gap. Think of it like a widening crevasse, slowly drifting apart over time. What worked when you started probably isn't working now. And that's natural!
All great brands are fluid - being updated every year or two. And, they leave a little room for experimentation. A rigid system is usually not a great idea. Those are best reserved for large and enterprise scale businesses - like a museum. Or an airport. You, however, likely have a small team. Maybe it's just you right now. You don't need complex rules, you need a brand toolkit that support a fast-paced flow and last-minute changes.
While your mission hasn't changed (probably), you have. Your programs have. Your partnerships and people have too. A rebrand can be a simple lite refresh, it doesn't have to be a total re-do.
In some cases, mergers happen - program models change - services shift. And when that happens, the disconnect between who you were and who you're becoming is wider. And that gap makes it harder for people to support you.
A polished, strategic brand builds trust. When your identity feels unclear or outdated, it can make people hesitate to give, partner, or engage. If you feel like your brand is an unspoken reason for why finding money is so difficult, your gut might be right. And I'd encourage you to trust it.
All people, all the time, are comparing your brand to the other brands in their lives. Even the ones that have nothing to do with you. For example, we all get compared to giants like Amazon, ChatPGT, and Netflix. Even though, it's an apples to oranges situation. Think of the experiences we take for granted - the customer service, ease of use, ease of communication... all of these play into brand perception. They create baselines that all other brands are subtly compared to.
When an experience is clunky, it's a compelling reason to NOT support the brand. Passion just isn't enough. And if you want more to read on that - check out David Rhode's book "Passion Isn't Enough" - highly recommend for all nonprofit professionals!
Confidence. Connection. It’s the foundation for better campaigns, stronger partnerships, and a more energized team. It leads to stronger funder, stronger relationships, and life-changing impact.
A rebrand can be anywhere from lite touchups and updates to a full on re-naming and re-positioning. Each organization is unique!
Say When was built to help nonprofits and entrepreneurs show up with confidence. Through strategic, joyful branding, I create identities that reflect who you are now and where you’re going next.
