Rebranding a nonprofit requires a lot of letting go and moving on. But as the wise poet known as Dr. Seuss once said, “don’t cry because it’s over, smile because it happened.”

Although it will be tempting to hold on tightly to the names, color palettes, taglines and other aspects of your nonprofit that worked well for years, it’s important to realize when it’s time to move on.

But when is your organization at this point? How do you know when it’s time for a facelift? Ask your nonprofit strategists the following questions:

1. How were the foundational branding decisions—such as your logos, typefaces and color palettes—selected? Was it by a team of experts? Or was it 10 years ago when you couldn’t afford anyone other than your brother’s-best friend’s-aunt’s hair cutter who took an art class once that you think might have involved a computer?

2. Can your current brand grow? Does it allow you to take your nonprofit to the next level?

3. Does your branding appeal to your target market? (Keep in mind, this may have changed between when you started and now.)

4. Are your branding choices strategic? Does your logo convey a positive message about your mission? Does it align with the values your nonprofit employees are living daily?

When you’ve finally accepted that your nonprofit is due for an update, take a look at the article below for a step-by-step rebranding process (trust us, you’ll want to take a look, as this list goes deep into the nooks and crannies of what it takes to rebrand successfully).

Rebranding a nonprofit that has outgrown its identity [case study] [Nonprofit MarCommunity]