What's in a Name?

Goddard advises other organizations to use rebrandings as an opportunity to refine and refocus their messages, and to take the necessary time to plan before rolling out a new brand.

"I think the very detailed planning ?behind the scenes came out with a smooth rollout to our sponsors and supporters," she says. "As of July 1, they [no longer saw] any old communications or old documents, old look and old logo, etc. So to them it was ?really a clean, new, fresh look."