What's in a Name?
"An organization changes slowly, and then all of a sudden you realize the changes have happened so much that you need to step back and [see if you are] putting out the name that really reflects who you are," Goddard says. "And I think that happened in 1951, and I think it happened July 1, .
"People were always confused," she adds. "The first conversation with a supporter when I introduced myself was always to clarify about our religious affiliation. So that doesn't happen now. … And I think that's a positive thing when you can start telling what you are rather than what you're not."
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."
The majority of the children the organization serves and the majority of the people serving the organization aren't from the United States, but more than 60 percent of its supporters are, which Pressendo says made it critically important for the organization to establish not just a name but a brand that's globally relevant.
"We put a lot of effort and research into even the colors we chose," he says. "In certain cultures, certain colors have various connotations, either positive or negative. And even [with] the name and the logo, it was very important to us to have something that all of the alliance members and our countries could get behind and to be more representative, because the old name didn't really portray the nature of the work we did."