Rebranding an association is a big lift. Multiple stakeholders, diverse member needs, and pressure to get it right can make the process feel overwhelming, but it doesn’t have to be.
While getting to manage numerous association and nonprofit rebrands here at Grafik, I’ve seen how easily budgets can unravel from small, compounding oversights. With the right planning, communication, and discipline, you can bring your new brand to life without blowing budgets or missing critical launch dates.
Make the process as smooth and efficient as possible with some key tips to keep your rebrand effort on time and on budget.
Clearly define your scope
Set your rebrand up for success by first clearly defining your expected outcomes. This will make certain your brand partner can right-size their approach to deliver exactly what you need. For instance:
- Are you tackling brand strategy, messaging, visual identity, rollout or all of the above?
- Do you need help planning the brand launch and rollout?
- What internal and external materials will need to be updated?
- Do you have the internal resources to implement the new brand once it’s launched?
A good brand partner will help you understand these details in the early stage of the proposal/scoping process, but it’s good to be diligent and make certain the team is thinking through all possible needs. And while scope changes and addendums can always be drawn up during the engagement, it’s smoother and easier for the whole team to account for these needs at the very start of a project.
Align early on a detailed project plan
Once the scope is in place, it’s important to outline a project roadmap. Work with your agency or brand partner to develop a project plan with key milestones and delivery dates.
A strong plan should include:
- Presentation dates and expected feedback turnaround windows (be honest about what your team can meet!)
- Key milestones and dependencies
- Known out-of-office time for core team members, holidays, and office closures
When everyone agrees on what’s being delivered and when, you’ll minimize delays and prevent your project timeline from expanding and going over budget.
Create regular checkpoints for progress and discussion
Rebrands, unfortunately, don’t happen overnight. A proper, well-thought out rebrand can span months (even a year!), so consistent communication is key.
Set regular check-ins with your internal team and your brand partner to review progress, discuss challenges, and make key decisions to prevent blockers. These checkpoints keep things organized and help maintain momentum, keeping everyone engaged throughout the process.
We’ve seen that associations who plan these regular touchpoints from the start almost always stay closer to their original budget and timeline.
Form a nimble, accountable steering committee
Associations and nonprofits often involve many groups in decision-making. To move efficiently, establish a small, empowered steering committee that represents key perspectives.
- Keep the group focused enough to act decisively.
- Assign clear roles: who’s reviewing, who’s approving, and who’s consolidating and communicating feedback.
- Decide when the committee needs to review key deliverables and make sure this is reflected in scope and timeline. (Multiple duplicate presentations to different groups can get costly.)
Creating a steering committee with authority and alignment, will help you avoid bottlenecks, minimize confusion, and prevent expensive rounds of rework.
Keep leadership in the loop early and often
Building off your steering committee, it’s also important to note your C-suite and board will play a vital role in shaping and approving the new brand. But waiting until the end to involve them can be a costly mistake.
Make sure executives are looped in at key decision points (you may even choose to have them as part of the steering committee) and allow them enough time to review materials thoughtfully. When leadership feels informed and invested, the review process moves faster, feedback is more constructive, and you reduce last-minute changes that can derail the timeline and work completed.
Consolidate feedback to speak with one voice
Nothing derails a rebrand (or its budget) faster than fragmented feedback. Before sending comments to your brand agency, take time to consolidate internal feedback into a unified perspective.
A single, aligned voice reduces confusion, prevents conflicting direction, and helps the brand team focus their efforts efficiently. Not only does it keep the process streamlined, it also ensures your final brand reflects true organizational consensus.
One other pointer, feedback should be clear. Try your best to include thoughtful reasoning behind a like or dislike. Stating “why” something doesn’t feel right, can allow the brand team experts to explore solutions you might not have imagined.
Enjoy the rebrand process
An association rebrand is a major investment that touches every part of your organization, but it doesn’t have to be daunting. By defining scope, building a detailed plan, keeping key players engaged, and maintaining clear communication, you’ll give your rebrand the structure it needs to succeed.
When that structure is in place, the brand work can shine, and you can enjoy the journey.