About this episode

Farra Trompeter and Ryan Gerhardt discuss the implications of nonprofit name changes and the importance of conducting a brand audit.

Farra Trompeter, co-director, and Ryan Gerhardt, copy director at Big Duck, discuss when a name change makes sense and when the real problem is something else. They cover how to conduct a brand audit, the power of consistency, where taglines fit in, and the hidden financial costs of solving the wrong problem. Get practical tools to assess your brand before making an expensive decision.

People in this episode

Guests: Farra Trompeter, Ryan Gerhardt

Topics covered

• nonprofit branding
• name change
• brand audit
• consistency
• financial costs

Keywords

• nonprofit
• branding
• name change
• brand audit
• taglines
• financial costs

Mentioned in this episode

Organizations: Big Duck

More episodes of The Smart Communications Podcast

• Episode 214: Why can’t more fundraising fix your fundraising? · June 24, 2026 · 19 min

Explore listener stats, chart rankings, contacts and more on the The Smart Communications Podcast podcast page.