Managing an Organizational Rebrand
December 2023
This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.
How have arts and cultural organizations used the moment of a rebrand or name change to enhance brand awareness, build audiences, and deepen market differentiation? What steps and resources were required?
These questions, from a performing arts center in the ABA membership, led to a qualitative research study comprised of interviews with 11 arts and cultural organization who have gone through recent processes to update their institutional brand or change their name.
Findings from the research include:
Bake in time for initial research: Early in the planning process, organizations should budget time to thoroughly survey their audiences, donors, board, and other key stakeholders to understand current brand perceptions and awareness.
Manage staff and board expectations: Gaining staff and board input in the early research phase can help secure their buy-in to the project and align on brand values. These groups can then be brought back into the process when the designs and ideas have reached maturity, for final feedback.
Leverage key institutional moments: Several organizations timed their rebrand with new strategic plans and/or capital campaign projects. These combined efforts ensured that the new name aligned with the most updated organizational values and had sufficient financial backing. Other institutions paired a rebrand with new leadership and new programming, heralding new directions for these organizations.
The full report is available to ABA members by clicking below.
