A new brand is similar to buying a Porsche. Becoming an owner of a Porsche is exciting, but it’s not worth while if it just sits in the garage. Too often, organizations develop new brands, but do not capitalize on the opportunity of promoting themselves. Do not just keep your brand locked in the garage, it needs to be taken out and driven to draw attention to it. Brand awareness can spread, during the initial launch, as well as provide a base for the marketing teams to tell a story through the message that the new brand creates.
As organizations grow over the years, the old or initial brand slowly loses touch with what the organization has become. A rebrand isn’t just a new logo or tagline, though. It’s an opportunity to tell your story. Tell how you’ve grown, the new types of people you serve or the processes you’ve developed. It’s absolutely vital to take advantage of a rebranding to increase awareness and tell your story.
Three ways to leverage a new brand into increased awareness
If you are able to get these industry leaders behind your campaign, social media sharing can pick up major steam. When people see their role models supporting something, it is almost instinctive for people to follow the trend. Athletes and celebrities have millions of followers that can be reached with one simple social media post. Take the ALS Ice Bucket Challenge for example. This awareness campaign of pouring freezing ice water on top of your head and challenging others to take the plunge, became a viral sensation worldwide. Over $115 million dollars were raised during the ALS Ice Bucket Challenge, in 2014, and $77 million of that was able to go towards research for a cure.
Another viable tool for non-profits to spread awareness is through Google AdWords. Non-profit organization can qualify for grants of up to $10,000 a month to use this tool. AdWords is an effective tool to drive traffic to your website and reach people whose search terms are similar to your organization. This process is not a difficult one and could be done by following the directions in one of our previous blogs, “How To Set Up Google AdWords Grants For Non-Profit Organizations”.
A new brand unveiling is a great time to tap into local and industry PR coverage. Try hosting an exciting “brand reveal” attended by relevant stakeholders, community members and media members.
Even with these efficient and effective tools that technology has provided, the most effective way to spread awareness is still by word of mouth. Debuting a new brand can be a great way to get people talking about your organization again. Building this new brand is a perfect way to reconnect with employees and ensure that they have a full understanding of what the brand stands for. Do a reveal event, get stakeholders to attend, and media to cover it. The Porsche has already been purchased, now it’s time to show it off.