Bring the Brand

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McFadden: By the time most organizations come to a real rebranding, they have a patchwork of looks and feels and messaging. In my experience both with the Women’s Sports Foundation and Legal Momentum, and recently the Everest Foundation Nepal, rebranding pulls together not just the look, feel and messaging, but tightens and focuses the mission, the internal work as well.

Q: So how do you go about it?
Durham: Most orgs I see have budgets too small for it to be a good ROI to create separate brands for separate audiences. Instead, try to create a “mother brand” that appeals to all if you can.