An affirmation of change

It’s been a fun year, meeting many of you (most often virtually) as you think about rebranding your historic site. Though it’s been mainly through webinars, meetings, and phone calls, I can see the thoughtful deliberations you are undergoing as you contemplate a rebrand.

One of the commonalities I have noticed is that most of you are with organizations that have already rebranded — in the broad sense of the word. You’ve begun to tell new stories in new ways. You have, in often deep and profound ways, changed the trajectory of your historic site or museum. You know it, but does the world know it?

Your rebranding is an affirmation of the changes your site has already made. It is a way of telling the world that your organization is fresh, new, and worth a new look. As one executive director told me, “It was like our coming out moment.”