Subject: Re-brand
Hi all
I was just wondering whether anyone had any tips for places to go to find information on putting together a re-brand strategy?
I have been given until September and barely enough budget to cover a new logo (the organisation is merging with another and changing its name).
Also, the new organisation exists from 1 April 2011. I am keen that we continue to function under our existing identities until the actual official launch, or at the least the marketing running up to it. My managers are keen to start using the new identity as soon as it has been developed.
I'd be grateful for any opinions on this, particularly as to what is most effective and where we stand legally in operating publicly under the current name.
Many thanks
Helen
You could speak to a couple of brand agencies for advice. I have found Spencer du Bois a helpful outfit, and you may be surprised at what you can do with a smalll budget. It sounds a tight schedule, but it depends who needs to be involved with decisions.
I've just joined the site so this may be too late. However I am working with a charity facing a similar situation who got into a little bit of trouble because after they had changed their name and got a good way down the branding process the Charity Commission raised an issue with the name they had chosen because someone else was using a similar one. So that's one to watch!
In terms of the legalities, my understanding is that it's fine to operate temporarily under a different name as long as this is not misleading. It is therefore important to publish clearly your registered name and number on all publications (which is in any case a legal requirement).
If you have amazing patience, the full CC guidance is here: http://www.charity-commission.gov.uk/About_us/OGs/g018c005.aspx
Useful advice here on Guardian Voluntary about re-branding your charity on a tight budget.
