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Rebranding is Expensive. Is it Worth It?

By Deroy Peraza Let’s be real: Branding is expensive. On average, our team puts between 750 and 1,500 hours of work into every branding project we undertake for our nonprofit clients, and the collective group of people representing our client also invests hundreds of hours participating in the process. For large, established nonprofits, full-scale branding projects and all they entail are easily six-figure investments.As you’re probably aware, a brand is much more than a logo. In fact, the visual design system (logo, color, typography, imagery) is just one facet of branding. Before even getting to visual design there is research, facilitated collaborative workshops, synthesis, positioning, verbal identity — a sequence of steps specifically designed to create alignment and build a firm, strategic foundation for the brand and requiring the feedback and participation of many stakeholders. Then after the visual design system is developed, there are many more things to consider: your website, signage, social accounts, swag, events, marketing. In short, branding is no small task. To do it thoughtfully and well, yes, it’s expensive. Because it takes time. If you work for a risk-averse, cost-conscious nonprofit committed to using as much of your funding to pursue mission-related activities as possible, it’s hard to imagine making this kind of investment in your organization’s brand. Yet you see other nonprofits launching new brands. So there must be a good reason for such a substantial investment. Well, don’t take our word for it. We asked some of our clients, who now have the benefit of hindsight, to tell us what convinced them to invest in branding to begin with, and what value their organizations have benefitted from in return for their investment. Here’s what they told us.Rebranding happens at moments of big transitionRebranding is not the kind of thing you do on a whim. There needs to be a powerful case for undertaking this kind of endeavor and it needs to be approached with clear-eyed expectations of what it will do for your organization. If you’re looking for a rebrand to transform your organization, maybe you need to pause for a minute and take stock of what is happening within your organization. Rebranding is usually an opportunity to reflect a change that has already happened or one that is underway rather than being the catalyst for a change. Danielle Kristine Toussaint, former Managing Director of Communications at iMentor and current Chief External Affairs Officer at NewSchools Venture Fund, says “It’s time to rebrand when you notice confusion or misalignment with how your key audiences perceive you and how you wish to be seen or when it starts to feel that your current brand is no longer conveying the full story and impact of your work. In most cases, nothing will be broken. But you might notice the current brand language and visuals aren’t hitting the mark. One clue that it’s time is when you find yourself having to overexplain because your work has evolved to include new dimensions that are not captured.”An anticipated change in leadership is another major transformation that can prompt the need for rebranding. That was the case with Osborne Association, an organization established in 1933 with a track record of supporting individuals, families, and communities affected by the criminal legal system in New York. Elizabeth Gaynes, former President and CEO of the, Osborne Association,  » Read More

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The term "web design" describes the layout of websites that are seen online. Instead of software development, it typically refers to the user experience components of website development. The primary focus of web design used to be creating websites for desktop browsers, but from the middle of the 2010s, designing for mobile and tablet browsers has gained significance.

What is a webdesigner?

A web designer is responsible for a website's look, feel, and occasionally even content. For instance, appearance refers to the colors, text, and images utilized. Information's organization and categorization are referred to as its layout. An effective web design is user-friendly, aesthetically pleasing, and appropriate for the target audience and brand of the website. Many websites focus on keeping things simple so that viewers won't be distracted or confused by additional information and functionality. Removing as many potential sources of user annoyance as possible is a crucial factor to take into account because the foundation of a web designer's output is a site that gains and nurtures the trust of the target audience.

Responsive and adaptive design are two of the most popular techniques for creating websites that function well on both desktop and mobile devices. In adaptive design, the website content is fixed in layout sizes that correspond to typical screen sizes, while in responsive design, information moves dynamically based on screen size. A layout that is as consistent as possible across devices is essential to preserving user engagement and trust. Designers must be cautious when giving up control of how their work will appear because responsive design can be challenging in this area. While they might need to diversify their skill set if they are also in charge of the content, they will benefit from having complete control over the final output.

What does a web design worker do?

A web designer is a member of the IT industry who is in charge of planning a website's structure, aesthetic appeal, and usability.

A skilled site designer must possess both technical know-how and creative graphic design abilities. They must be able to envision how a website will seem (its graphical design) and how it will operate (conversion of a design into a working website).

The terms web developer and designer are frequently used interchangeably but erroneously. In order to construct more complex interactions on a website, such as the integration with a database system, a web developer is frequently more likely to be a software developer who works with programming languages.