The Smart Communications Podcast: Episode 189 – How Can You Get More Out of Your Rebrand?

Released on June 25, 2025 | Host: Farah Trumpeter | Guest: Sandy Zimmerman, Design Director at Big Duck

Introduction

In Episode 189 of The Smart Communications Podcast, host Farah Trumpeter engages in an insightful conversation with Sandy Zimmerman, the Design Director at Big Duck, to explore strategies for maximizing the benefits of a rebranding initiative for nonprofit organizations. With over 12 years at Big Duck and extensive experience in nonprofit branding, Sandy shares invaluable advice drawn from her recent blog post, "Get More out of Your Rebrand: Tips for Working with Agencies."

The Importance of Effective Rebranding for Nonprofits

Sandy Zimmerman begins by reflecting on the motivations behind her blog post. “We like to follow our organizations on social media and other places, and when we see that they're executing their brand really well, it's just so awesome,” she shares [02:01]. This enthusiasm for successful branding efforts is tempered by observations of organizations struggling to maintain their new brand identities over time. Sandy emphasizes the need for nonprofits to be well-prepared when embarking on a rebranding journey to ensure lasting impact.

Understanding and Utilizing the Brand Guide

A central focus of the discussion is the brand guide, a comprehensive document provided by the agency detailing the new brand's elements and guidelines. Sandy underscores the importance of thoroughly reviewing the brand guide while still collaborating with the agency. “Make sure to take time to understand it, give it a really thorough read through,” she advises [03:24]. By immersing themselves in the brand guide early on, nonprofit teams can better envision how to apply the brand across various materials, setting the stage for consistent and effective communication.

The Role of Templates in Branding

Transitioning from the overarching brand guidelines to practical applications, Sandy highlights the significance of templates in maintaining brand consistency. “Most organizations will likely need digital templates like slide decks, docs, templates for social media or email,” she explains [05:04]. These templates serve as practical tools that integrate the brand’s visual elements, making it easier for nonprofit staff to produce branded materials without compromising on consistency.

Maximizing Template Utilization

To ensure templates are effectively serving their purpose, Sandy recommends periodic check-ins with the team. “You might think about coordinating a monthly or quarterly or just periodic check in with your team… and just see how those templates are working in real life,” she suggests [06:24]. These reviews allow organizations to refine existing templates and identify the need for new ones, ensuring that the tools evolve alongside the organization’s needs. Farah adds, “You might also surface new templates that you need to,” reinforcing the idea of continuous improvement [07:13].

Beyond the Brand Guide: Ongoing Brand Management

Sandy discusses the importance of developing key rollout materials as a way to test and showcase the new brand. This includes large-scale projects like anniversary campaigns, website launches, and everyday communications such as social media posts and office signage [07:23]. Additionally, Sandy introduces the concept of brand checkups, periodic evaluations conducted by agencies like Big Duck to assess how well the brand is being maintained. “We typically look at whether materials are looking consistent across the board,” she notes [08:24]. These checkups help organizations identify areas for improvement, such as overused brand elements or accessibility issues with color combinations.

Branding as a Continuous Practice

One of the episode’s key takeaways is the idea that “branding is a practice rather than a one time activity” [09:37]. Sandy elaborates that a brand requires ongoing attention to maintain both consistency and freshness. “Your brand should give you a strong set of tools, but there will always be decisions to make about how to apply it,” she explains [09:52]. She advises nonprofits to establish a clear plan for executing the new brand, whether through in-house staff or freelance designers, and to designate responsibility for brand-related decisions. This ensures that the brand remains dynamic and responsive to the organization’s evolving needs.

Final Tips and Conclusion

In her concluding remarks, Sandy emphasizes the importance of having a dedicated individual who possesses both aesthetic judgment and attention to detail. “Find that person who can help you keep your materials aligned,” she advises [11:27]. Tools like Canva are highlighted as accessible options that empower team members to maintain brand consistency even without formal design training. Farah echoes this sentiment, encouraging nonprofits to “bring thought and care to your brands and your communications” [12:14].

Key Quotes and Timestamps

• “We like to follow our organizations on social media and other places, and when we see that they're executing their brand really well, it's just so awesome.” – Sandy Zimmerman [02:01]
• “Make sure to take time to understand it, give it a really thorough read through.” – Sandy Zimmerman [03:24]
• “Most organizations will likely need digital templates like slide decks, docs, templates for social media or email.” – Sandy Zimmerman [05:04]
• “You might think about coordinating a monthly or quarterly or just periodic check in with your team… and just see how those templates are working in real life.” – Sandy Zimmerman [06:24]
• “We typically look at whether materials are looking consistent across the board.” – Sandy Zimmerman [08:24]
• “Your brand should give you a strong set of tools, but there will always be decisions to make about how to apply it.” – Sandy Zimmerman [09:52]
• “Find that person who can help you keep your materials aligned.” – Sandy Zimmerman [11:27]
• “Bring thought and care to your brands and your communications.” – Farah Trumpeter [12:14]

Conclusion

Episode 189 of The Smart Communications Podcast offers a comprehensive look into the strategic process of rebranding for nonprofits. Through Sandy Zimmerman’s expert insights, listeners gain a deeper understanding of how to effectively collaborate with agencies, utilize brand guides and templates, and maintain their brand as a living, evolving asset. By treating branding as an ongoing practice, nonprofits can ensure that their communications remain consistent, engaging, and aligned with their mission.

For more resources and insights on nonprofit communications, visit Big Duck’s website or contact them directly at hello@bigduck.com.