And why marketing leaders should learn to embrace those changes.

The world around us is constantly evolving. The economy shifts. Competitors leave and enter the marketplace. Political views go in and out of fashion. Biomedical Nonprofits that stay aware of and open to such changes are more likely to thrive. But, how can you ensure brand consistency and stay flexible? Leadership Marketing teaches us the importance of being innovative while maintaining the trust of our audiences. That means evolving your marketing  in subtle ways that shift how your brand is communicating without altering its core.

Here are 4 reasons you might need to evolve your Biomedical Nonprofit’s brand, and how to recognize the signs:

Your Internal Mission Has Changed
There are a lot of reasons why your institution’s mission might change, and there is nothing wrong with that. What is important is that your marketing reflects that change. For instance, your researchers may make a discovery that affects your Biomedical Nonprofit’s overall focus. When this happens, consider how your Mission Statement communicates your institution’s new goals. Are there keywords that might need to change to reflect the evolution? If so, how will that affect other messaging platforms? Taking the time to review your Mission, and ensuring that it resonates both internally and externally, can prevent the need for a full rebranding down the road.

The Marketplace Has Changed
There is no way to predict how outside events might affect your brand. Perhaps another research institution makes a discovery that changes the way the whole industry operates. Or new regulations could change the way your Biomedical institution must talk about its work. Whatever the cause, addressing those events head on will help your brand stay relevant and  assure your audiences that you have your finger on the pulse of what’s happening outside of your 4 walls. If possible, engage in online discussions and other social conversations to stay connected to your current supporters and uncover the ways in which your brand needs to evolve to maintain their loyalty.

The Needs of the Public Have Changed
Great branding is a balance between how an institution views itself and how it meets the needs of its market. When the needs of the market change, your brand must be able to respond. To be sure your institution is still relevant to your audiences, make a list of the 4 main ways your brand is meeting their needs. You may even want to provide a questionnaire to donors and other influencers to request feedback about how your institution is doing. If you find that there are inconsistencies between your list and the results of the questionnaire, you will know it is time to make changes.

The Competition May Change
Many of your brand’s key messages and other assets may have been developed in response to the position of your competitors. If their positions change—or your competitors change—without you knowing it, your brand may be undermined. As an example, your Biomedical Nonprofit may promote itself as the first and only institution researching a rare disease. If a new facility suddenly begins doing the same or similar research, your messaging must change. But, first, you have to be aware of your competition’s platforms to respond to them. Doing a regular brand audit is a good reminder to reassess the competitive landscape and your position in it.

Evolving your brand is not the same as rebranding. Evolution rarely means making drastic changes to key elements of your brand like your logo. Instead, it is about developing a mindset of awareness and being willing to alter your brand’s tone, messaging or strategies in response to industry changes. Doing so will keep your team on point and help ensure that your marketing is as compelling as possible.

If you have questions or you need help doing a brand audit, please contact me, Karan Cushman, by calling 866-960-9220 or emailing karan@cushmancreative.com.