Rebranding as a rite of passage


In life, there are seasons where you have to rebuild from scratch — where you’re faced with an ending you may not have seen coming. That’s true for people, and that’s true for organizations. The way to make the most of these periods of change is to think of them differently:

What if this wasn’t an ending but a rite of passage into a new and better era?

At Liminal, we see rebranding as its own rite of passage. It’s a necessary journey in discovering a new and improved identity. For nonprofit organizations, this process goes far beyond choosing a logo and a few trendy colors.

A rebranding process takes the organization’s journey seriously. It reflects on where it started and the societal problem it is working to solve and rebuilds from a place of openness and clarity. Done right, it’s the kind of experience where you later reflect: now that we’ve developed this identity, I can’t see us any other way.

When you’ve successfully worked through a rebranding, your new identity doesn’t just improve how outsiders see your organization but also sharpens how you see the world and your capacity to create change within it.

If you’re looking for guidance on your rebranding journey, consider contacting us.

P.S. If you have not had the chance to already, be sure and download our free eBook, Effective Nonprofit Branding.

Todd Hiestand

Todd has over 20 years of experience as a leader in the nonprofit sector. He has served in a wide variety of roles, guiding digital marketing, technology, fundraising, eCommerce, and communications strategies. His expertise in developing systems and processes has helped launch organizations and sustain growth over time.