How to Roll Out Your Brand Identity

  • by Christine Batta
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You just went through the process of designing the new brand identity for your nonprofit. Congratulations! But you’re not done yet! This next step is crucial in following through on all of the hard work and investing that you and your designer did to craft the perfect new look of your brand.

Before you start hitting social media and showing off that shiny new logo you need to come up with a plan regarding your brand rollout. Brand rollout should be comprehensive and thorough. As part of the branding process you should do a brand audit of everything that has your logo on it.

Important materials checklist

  • Business Cards
  • All Social Media Accounts
  • Staff Email Signatures
  • Newsletters
  • Promotional Materials
  • Banners
  • Outward Facing Online Accounts
    • Eventbrite
    • Meetup

Why brand identity rollout matters

Your logo is a reflection of your nonprofit’s organization. If the rollout of your brand identity does not feel genuine and purposeful people will notice, question your legitimacy, and even call it out publicly. This oversight undermines the good work you are doing and the investment you just made in your brand. If you cannot rollout the new design appropriately it is best to wait and stick to the current design. There is no such thing as a “soft open” for the new design, or “phasing out” the former one. Branding is a very powerful tool and when used incorrectly it can be equally destructive creating confusion and being distracting, which is among the worst things that you can do for you nonprofit. Your brand is no longer working for you, it’s hurting you.

Branding is more than just a logo

Your new brand identity is not as simple as updating the logo on all of your social media channels. Be sure to take into consideration any changes in language that reflects your updated brand. If your name changes, you need to go through everything and update the name. Make sure tag lines and mission statements are updated too. Dedicate the time to read through everything. Instruct your staff on the changes as well. Focus and follow through on every detail down to any new colors being used. The task is to make a complete shift in a single stroke. It is of equal importance to erase any trace of the old identity as well. Old PDFs and web pages that are hosted on your web server are often overlooked areas that need clean up.

Your logo and brand identity rollout is an important part of your marketing. Like any other marketing effort, you need to act with intention and follow through on the story of your brand. A professional design team can help ensure that you catalogue all of the important materials regarding your new brand identity so that you can plan an effective rollout strategy.

If you are interested in crafting a new brand identity for your nonprofit, or would like more information on brand identity rollout, the SW Creatives team would love to work with you. Contact us at 301-891-0111.

See original eNewsletter.

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