The decision to rebrand is a significant one. It’s a journey that requires careful consideration, strategic planning, and, most importantly, effective communication. As leaders, it’s our responsibility to not only spearhead the rebranding effort but also to ensure that our stakeholders are fully informed and engaged every step of the way.
The Humble Letter
One powerful tool that often gets overlooked in the age of digital communication is the humble letter. In an time dominated by emails, social media, and digital ads, there’s something uniquely impactful about reading a note from an actual person. It’s personal, it’s relatable, and it commands attention in a way that other messages simply can’t replicate.
In a letter announcing a rebrand, a nonprofit leader can establish credibility and authenticity in a multitude of ways including,
- personalizing the message to stakeholders
- transparently sharing the reasons behind the rebrand
- honestly addressing any concerns or uncertainties
- maintaining consistency with your organization’s values and mission
- demonstrating empathy for stakeholders’ perspectives
- articulating your vision for the future
- inviting your stakeholders to engage in dialogue and provide feedback
This approach fosters trust, strengthens relationships, and ensures that stakeholders feel valued and included in the rebranding process.
Writing a Personal Letter to Announce Your New Brand
Set the Tone
The letter serves as an opportunity to set the tone for the rebranding effort. It should convey the excitement and optimism surrounding the new brand while also acknowledging the significance of the change. Use language that is positive, inclusive, and reflective of the organization’s values.
Provide Context
Help your stakeholders understand the reasons behind the rebrand by providing context and background information. Share insights into the strategic considerations that led to the decision, as well as the goals and objectives of the rebranding effort. Transparency is key to building trust and buy-in from your audience.
Show Empathy
Demonstrating empathy and understanding for stakeholders’ perspectives, emotions, and concerns fosters a sense of connection and trust. Acknowledge the impact of the rebrand on stakeholders and reassure them that their voices are heard and valued.
Celebrate the Journey
A rebrand is a joyous occasion! Take this opportunity to celebrate the journey that has led to the new brand. Acknowledge the hard work and dedication of everyone involved in the rebranding process, from employees to partners to supporters. Express gratitude for their contributions and commitment to the organization’s mission. They deserve it.
Reveal the New Brand
Of course, the highlight of the letter should be the unveiling of the new brand itself. Share details about the brand elements, such as the new logo, color palette, and messaging platform. Use visuals to bring the brand to life and give stakeholders a glimpse of what’s to come. Show them how excited you are about these new elements.
Outline Next Steps
Conclude the letter by outlining next steps and inviting stakeholders to join you on the journey. Encourage them to explore the new brand, provide feedback, and get involved in any upcoming initiatives or events. Make it clear that their input and support are invaluable as the organization moves forward
Choose Your Channels
Your letter doesn’t have to be only the traditional snail mail letter. Consider other appropriate platforms to deliver the message. This could be through a personal email to donors and supporters, the ED’s letter in a newsletter, a blog post on your website, or a video message shared on social media platforms. Choose multiple platforms that reaches the widest audience and allows for engagement and feedback. Be prepared to address comments, questions, and feedback from your supporters.
Follow Up
Follow up with additional communications to provide updates on the rebranding process and to reinforce your organization’s commitment to your mission and values. Continue to engage with stakeholders and keep them informed throughout the transition period.
By using a letter to announce a new brand, you can effectively communicate your vision, values, and excitement surrounding your rebranding effort. It’s a personal and powerful way to engage stakeholders and ensure that everyone is aligned and excited about the organization’s future.
So, leaders, I encourage you to pick up your pens, craft your message, and let the power of a personal note work its magic in announcing your new brand to the world.
I’d love to talk with you about your organization’s brand. I can help you find your brand voice and engage your stakeholders in a meaningful and impactful way. Let’s schedule a discovery call today!
