Issue 23: Why rebrand?
Welcome back to Charities.Network, and Issue 23, where we are talking about rebranding. Whether it’s a merger, new name, brand refresh or whole new visual identity you have in the pipeline, rebranding is not a quick process, or an easy one. However it can bring real tangible benefits to an organisation if your brand resonates with your stakeholders and the tone of voice, communications, design assets and visual identity align with your mission and purpose.
In this issue we will see the importance of an inclusive and diverse review of your current brand and involving stakeholders in decisions and consultations for the new brand.
What’s in this issue:
- When is a rebrand necessary? Michelle Noel shares part of a wider branding guide to kick off this issue.
- How and when should a charity rebrand? Good thing talked to The Hive’s CEO Katie Jennings about why she chose to rebrand the charity.
- Navigating change: Beacon’s rebranding journey.
When change is necessary: Understanding the drivers for charity rebranding
by Michelle Noel, Strategy Director, Studio Noel
GoodThing talked to The Hive’s CEO Katie Jennings about why she chose to rebrand the charity.
by GoodThing
📖 Further reads
▶ William Joseph on why accessibility should be baked into any rebrand.
▶ Access Insurance on risk and why managing your reputation is so important.
▶ Men’s mental fitness charity Talk Club works with Halo on website redesign to help drive corporate engagement.
▶ CharityComms: Realities of a rebrand.
Navigating change: Beacon’s rebranding journey
by Charities.Network
In a strategic move reflecting their commitment to the rare disease community, UK-based non-profit organisation Beacon, formerly known as Findacure, underwent a significant rebranding initiative in 2022.
Beacon’s mission
Beacon’s mission is straightforward: to ensure individuals facing rare diseases don’t endure their journey alone. The organisation serves as a source of guidance, assisting patients and their families in navigating the complexities of rare diseases.
Living with a rare disease can be isolating, with patients often contending with misdiagnoses, delayed treatment, and a lack of support. Beacon acknowledges these challenges as prevalent in the patient experience and addresses them through free patient group training. These sessions provide essential guidance for support groups to connect, collaborate, and uplift their communities.
Rebranding
After a decade of supporting the rare community, the organisation sought to clarify its mission and vision, Findacure, as it was known, decided to rebrand to Beacon in February 2022.
The process involved a collaborative approach, with:
- Patient groups
- Trustees
- Staff
- The Costello Medical design agency
Through focus groups and consultation, they found out the following:
- The pros and cons of being named Findacure
- How other people perceived their name
- A name change that avoided the cons of their current name
- How their brand could resonate with the above groups
Beacon’s CEO, Rick Thompson, highlighted the inclusive nature of the rebrand, stating, “Our team was consulted throughout the entire process to ensure that their voice and opinions were heard and valued.” The engagement of patient groups and trustees reflects Beacon’s commitment to inclusivity, ensuring that the new identity resonates with those it serves.
Why “Beacon”?
The choice of the name “Beacon” holds significance. A beacon serves as a guide in challenging situations, illuminating the way to safety. Beacon envisions itself as that guiding light, providing warmth, comfort, and direction for patients navigating the challenges of a rare diagnosis.
The rebranding process also included developing a new visual identity aligning with Beacon’s core values of navigation, communication, and being a guiding light. The topographic pattern and stylised flame brandmark symbolise their commitment to helping voluntary organisations support patients in overcoming the challenges they face.
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Thanks to Michelle at Studio Noel, and GoodThing for their contributions to this Issue.
