The joys of re-branding

A re-brand is a bit like Marmite - you either love it or hate it… but without the love it part. In difficult financial times, it’s even harder to get it right - and harder still for a charity. There needs to be a lot of communication both internally and externally to make sure you take people with you on the ‘journey’ (sorry about that) - and, just as any other communication strategy, it needs to be integrated and consistent across all channels, whether traditional or digital. So it’s been interesting to see how the re-branding of the Parkinson’s Disease Society into Parkinson’s UK has gone down.

Not too well if the responses on the charity’s website forum are anything to go by. And that seems to have caused a whole new set of problems. The charity suggested an open meeting online so they could share their strategy on the re-brand. Nice idea … although it turns out though you have to pre-register and there are rumours on the forum that it will be pre-moderated. 

The shiny world of social media is causing a few problems for charities but really it’s just another channel. Apply the same level of understanding and preparation and it won’t catch you out. Embrace it if it’s right for your audience - otherwise,  save it for another day. 

And Marmite - love it.