Re-branding

Changing the name of your organisation is a big step, though it's a marketing decision you need to consider if your name is working against you. Names say a lot, and we base our assumptions on them, but the reality might be very different. That's not the point, however. If potential customers are switched off by the name, and it happens in sufficient numbers, you should be concerned. People might be supporting you in spite of the name, not because of it. See Re-branding: the Scope case study.

You might find yourself with a brand image that you no longer want. Third World charities used to promote themselves as aid agencies, fundraising to relieve the symptoms of poverty and disaster. This came to be seen as paternalistic. Many decided to reposition and repackage themselves. Instead of images of starving children with swollen bellies, they used positive pictures. Africans were presented as people who could take control of their own destiny, with assistance in the form of money or expertise. Such charities found that their donor profile changed. Instead of attracting older and more affluent supporters, they now appealed more to younger people with an interest in politics and economics.

Find out more about other marketing issues and examples in the In more depth section.