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Rebranding Strategies to Avoid Failure

According to Matthew Brannelly, companies are constantly looking for ways to make their brand relevant. Many of them re-strategize to change the brand identity through rebranding.

Rebranding requires a lot of investment and research. In fact, it takes some companies more than a year to fully carry out their plans. Because of that, every brand chooses to rebrand when they strongly believe the return of an investment will be worth it. Unfortunately, these rebranding projects often fail to live up to their business expectations. 

While some rebranding fails because of lack of proper research and customer’s disengagement, others fail because the change is not necessary. Read on as Matthew Brannelly, the founder of Orbit and NFP hub, a company what  works with NFPs to become more efficient and achieve their goals explains why rebranding often fails.

1. Lack of proper research

It is important to always carry out extensive research before changing anything about your brand. This will help you know what might not work for your brand. Rebranding can bring a huge growth, change, and customer’s enthusiasm to your business. But it can also be detrimental and cost the brand huge losses  if the change is different from the customers’ view about the brand. Extensive research will also avoid cultural and spiritual faux pas.

“Analyse your target market, know your competitors, and understand how customers perceive your brand. Understand the impact of rebranding on your customer’s feelings and analyse what their attitude will be towards it. This is important because many customers already have deep emotional bonds with your brand and rebranding can hurt their feelings,”  Matthew Brannelly advises.

2. Using the Wrong Strategy

Using the wrong strategy can cause a lot of damage when rebranding. Evaluate the need for change from customers view, be sure it is the right decision, and look at the opportunities carefully. Moreover, a partnership is important. Therefore, you need to work with the right agency. Work hand in hand with your partners and be sure they are very objective, experienced, and committed to getting you the best result. Carefully study the market analysis and customers’ reactions around your rebrand.

3. Change in Brand Name

The name of a brand is valuable, and it represents what the brand stands for. “Changing the brand name can often cause confusion and many customers might not recognise your brand., Matthew Brannelly says.  It can also lead to poor  search online results . Brands name captivates customers and they are used to it. Therefore, it is important to make sure there is a unique story behind the new name and your reason for changing to it. You also tell your customers how the new name will benefit them and where the change is leading the brand to. This makes it more relatable and also benefits your brand.

4. The Change is not Necessary

I believe many people will agree with this because there are brands that rebrand for reasons that are not explainable. When you look at the rebrand, you realise it’s just a total waste of time and resources because it has no value and doesn’t change anything. In most cases, many brands rebrand not because they need to change , but because of change in administration. The new board just wants to put out something different to prove themselves without considering the customer’s view.

Focusing only on the logo We all agree logos are very important but a successful rebrand is more than changing the logo. Many brands make a huge rebranding mistake by focusing and putting their effort only on the logo. Rebranding should represent brand uniqueness and what they represent.

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Improve Law Firm Profitability

According to Matthew Brannelly, there are great opportunities for small law firms to lift profitability, even in this tough economy.

What is the problem?

If the profits of a small law firm are below what the principal’s deem as satisfactory, there are usually two main reasons:

1)     The practice management needs improving, or

2)     The firm doesn’t have enough good quality work

Clearly these reasons aren’t mutually exclusive and both could apply to the practice says Matthew Brannelly.

Practice Management Improvement

While I could write a whole book on legal practice management, due to space restrictions, I will talk about just two issues.

1)    Pricing

As a consultant, when you get a new client, you want to make an immediate impact. That way, the client will see immediate results and hopefully see your value says Matthew Brannelly.

The quickest and easiest way to lift profitability in any business including legal practices, is nearly always to focus on price. Many firms are just too cheap!!.

I have a saying that “Whatever you charge, your client will think you are expensive, so don’t disappoint them”.

Of course I am not talking about doubling fees, or anything that dramatic. Let me give you an example of the impact of lifting prices.

The ALPMA ( Australian Legal Practice Managers Association) published a 2011 study ( which is available from their website) showing that profits ( after principal salaries) were around 8% of revenue for the practices in the study. This was the same for all revenue classifications from less than $5 million to $20 million in revenue.

In other words, for a $1million in fees, the practices were only turning $80,000 of it into profit (after principal salaries). If those firms had lifted prices by just 10%, profit could have lifted by $100,000 or an increase of 125%.

2)    Average Hourly Rate Analysis

While there are lots of discussion about doing away with time-sheets and pricing matters in advance, practices in the accounting industry that are going down this track, still generally keep time-sheets. Not to charge the client, but to analyse the profitability of the matter, after it is finished.

From a profitability point of view, the challenge is to lift the average hourly rate of the practice. That is, the amount billed divided by the hours it took to do the work.

In order for these figures to be accurate, time needs to be accurately recorded. There are numerous discussions in Linked In and other forums about how poorly time is generally recorded by lawyers.

Many legal practices don’t record or analyse their Average Hourly Rate and as a result, can’t identify with any accuracy, their most profitable and least profitable work and the reasons for that says Matthew Brannelly.

By focusing on just these two areas, practices have been able to achieve significant lifts in profitability. Imagine what would be possible if you could then improve other areas as well.

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Why to Focus on Innovation?

According to Matthew Brannelly, innovators in the business world create new products, methods, and ideas, each day. They manage to look at problems differently and come up with solutions others cannot, and they provide an endless stream of value to their companies. In fact, innovation just might be the most important component of a successful company.

Look at the reasons innovations is so important, and you will have a better understanding of why you need to innovate every chance you get.

Grow in Leaps and Bounds

Sixty-six percent of respondents in The Deloitte Innovation Survey 2015 stated innovation is important for growth. Businesses that innovate are able to scale up and add more employees. That allows them to take on more customers and grab a bigger share of the market says Matthew Brannelly.

Innovation makes it easier to grow, regardless of the size of the business. You might have a small startup, but if you innovate, you can grow your business. The same is true for a fortune 500 company.

It might be a huge corporation, but it can take even more of the market share if it manages to innovate. It’s easy for innovative companies to grow.

Stand Out from Competitors

Your company fits inside of a specific niche or industry, and it’s far from alone. Let’s say, for example, you manufacture light bulbs. Tons of companies also manufacture light bulbs, and you need to stand out in some way. You can do that through innovation.

The right innovation will allow you to offer something unique to your customers says Matthew Brannelly. For instance, what if you managed to create a light bulb that automatically turned off when people left the room? That’s a crazy example, but that’s how some of the best innovations work.

Top innovators take popular products and make them even better. That makes brands stand out in the market and makes it easy for companies to increase revenue.

Meet Customer Needs

Customer needs are constantly changing. One day, your customers might need exactly what you have to offer, and the next day, they might need something else. Innovators predict changes in the market and provide solutions before people even realize they need them. You cannot meet your customers’ needs on a long-term basis unless you are willing to innovate. If you remain stagnant, your business will eventually flounder. You have to come up with new ideas that excite your customers and meet their needs if you want to have staying power.

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Boost Donations using Social Media Marketing

According to Matthew Brannelly, nonprofits are confronted with an immense financial burden. The demand for services is at an all-time high, putting the burden on their resources as seeking external help is limited.

Nonprofits rely on donations, and during these health crises raising funds poses a significant challenge. The reports of The Salvation Army indicate that as compared to previous years, funding rising stooped to 18 %. But all credit to social media platforms, non-profit setups with strategies have been able to reach their fundraising and selling goals. During the pandemic, people have become relaxed with digital devices captivating the customer base for engagement.

An example that emerges is Orbit NFP Hub founded by Matthew Brannelly provides professional help to non-profit organizations. 

Social Media and their Benefits to Nonprofit Organizations

For a Nonprofit organization, it is an effective tool for marketing. The major advantages include

  • Social media posts tend to be free
  • Social media provides word-of-mouth publicity about the organization’s mission.
  • Social media posts attract new donors and keep the existing ones engaged.
  • By social media marketing, new volunteers register.
  • Every post has a link to the donor page of an organization.

Numerous popular nonprofit organizations have working social media marketing methods for operating successful marketing modules says Matthew Brannelly. Their philosophy is to ensure that an organization follows transparent protocols and opts for maximum efficiency. They have a network of professionals that enables an organization to align with its vision and mission statement.

The Popular Social Media Platforms for the Nonprofit Organizations

There are numerous social media platforms, but let us explore the popular ones used by them.

1. Facebook

Currently, they have nearly 2.8 billion active users monthly. It happens to be the most popular social media platform. The posts on this platform are short as people lack interest in lengthy paragraphs. At the starting of the post, incorporate the donation link and then follow it with a brief outline.

 Also, another way to boost the number of supporters on Facebook is to run ads. There is a lookalike viewers Facebook audience where you can target similar users to the donors or supports to raise engagement. Even you can share live actions on this platform.

2. YouTube

This platform has around 2 billion active users, owned by Google; it is a popular platform. Various marketers, businesses rely on YouTube for marketing their products or services.

As part of your social media marketing component, YouTube is a vital component. If the channel becomes trendy, you can earn money. Fundraises replicate the same as Facebook fundraisers. Adjacent to the live stream or video, there is a donation button.

The feature of the super chat will make the users emphasized during the duration of a live chat. During community fundraisers, they turn out to be a popular advertising tool.

Since Google goes on to cover all the starter fees, the nonprofit organization is going to have a leading source of funds.

3. Instagram

There are currently over a million energetic users owned by Facebook. Audio and video sharing is possible. Among the teenage group, this platform is popular. On Instagram, hashtags are essential and use them liberally when you post on this platform.

Even there is an option to be hosting a live event. A non-profit organization relies on Instagram to share their fundraising events where users can actively participate in donations. More followers are gained by encouraging an interactive session, and through Instagram, story questions can be answered. As compared to posts, stories are viewed more in numbers.

Donation stickers can be added to your Instagram stories so that others can donate. In these stories, you can increase the visibility but the engagement of the users. When you are developing a post, Instagram has an option of pinning your location. It provides your organization with a wider reach and showcases your credibility.


To conclude, professional expertise with Orbit NFB Hub is the way forward. Along with your management team, there are a set of expert professionals like Matthew Brannelly, providing tailor-made solutions to achieve an organization’s goals. Their objective is to streamline the revenue procedures by decreasing costs and lend expert advice in governance and procurement.

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Tips to Grow your Business during Pandemic

According to Matthew Brannelly – strategic leader from Brisbane, there are still ways for you to grow your business during the pandemic. When many companies are working remotely, operating at limited capacity or shut down completely, it may seem like there are few, if any, opportunities to achieve business growth. Despite these setbacks, there are ways to make the most of the current circumstances and continue growing your business during the COVID-19 pandemic.

Here are some tips given by Matthew Brannelly, which will keep sales coming in and your customers and employees engaged.

1. Digital Marketing Strategies

Although many digital marketing channels like blogs, email newsletters and social media are free or low-cost, businesses trying to grow right now must be strategic about the time and resources they dedicate to their marketing efforts. Be careful and resourceful with every dollar you invest in marketing, said by Matthew Brannelly.

2. Interact with your Customers using Social Media Channels

Social media channels like Facebook, Instagram, Twitter and LinkedIn have become even more important for brands that want to stay connected to their customer in the age of remote work and store closures.

To make the most of social media right now, identify your target customers and pay close attention to what they’re saying and doing online. At a time when everyone is feeling uncertain about their health and the economy, you can stand out by responding to your customers’ current needs and concerns.

3. Improve your Virtual Selling Skills

Most companies have shifted their sales processes into the virtual realm, but just because you’re pitching over a Zoom call doesn’t mean it’s any less professional. Treat your virtual sales calls like in-person meetings and prioritize first impressions. Dress professionally, optimize your background and home office environment, and make sure your audio and video are clear for seamless communication, says Matthew Brannelly.

Impact of COVID-19 on Nonprofits

According to Matthew Brannelly, the COVID-19 pandemic had a detrimental impact on the whole world. Affecting civilians, government organizations, and private organizations all alike. And to no surprise, the Nonprofits were no exception.

A survey revealed by Orbit NFP Hub, an organization led by Matthew Brannelly that helps nonprofits to become more efficient, showed a clear decline in revenue, individual giving, and grants that have consequently affected the services provided by them during the months of the COVID-19 pandemic. As such it also had an impact on the employment aspect of these nonprofit organizations and furloughing of employees and laying them off was a common sight.ccor

Of the total number of respondents in this survey, conducted by Matthew Brannelly and his team, 80% of the nonprofits reported a decline in revenue generation through various means. The most apparent of them being revenue generation through different events and activities. This decrease in revenues naturally has affected the capacity of these organizations to retain their employees and 38% of them reported reducing their workforce. And furloughing their employees was the most common approach.

Added to these problems was the imbalance in demand and output. Reduced revenue and employees but the increased demand for services during the COVID-19 pandemic caused staff disruptions in these nonprofits. This hindered the realization of their goals.

But not all of the respondents were in a negative puddle. 25% of them reported an increase in employment during this period and 75% among them view such employees as a permanent addition to their workforce. Some organizations even have projected that they will reach their revenue goals. And even many others have opted to merge with partner organizations to continue providing their services and cut other costs. This step will also decrease the workload on individual employees during these trying times.

The Main points Noted during the Survey:

1. The decline in revenue:

80% of the respondents have brought up this point. Their common argument being

  • Decrease in philanthropic grants
  • Decrease in individual giving
  • A decline in revenue generation through events and activities

2. Impact on employment:

38% of the surveyed organizations reported having decreased their workforce. Some among them have also reported that their workforce was cut in half and employee benefits were reduced. The hiring of new employees was also difficult due to the worldwide shutdown.

  • Healthcare facilities could not be provided to them.
  • As working in person was not an option, virtual methods had to be applied, which further added to the problem.
  • The workload on individual employees was overwhelming. Owing to this, many quit willingly.

3. Impact on operations:

Not being able to reach their targeted goals was a common sight for these nonprofits. This follows naturally from the effect on employees caused by the COVID -19 pandemic. The main causations are as follows.

  • Furloughing of employees.
  • Limited revenues.
  • Online mode of communication and work, which lowers the effectiveness of any actions.


It is immanently clear that these various nonprofit organizations require solutions and new ways that would help them get back on track and start providing their valuable service to humanity again in the most effective way. Taking measures like additional loan options of forgiving loans, payroll tax relief, additional grants, etc might prove to be beneficial.

We, at Orbit NFP Hub, dedicate our hearts to doing the same. Our creative solutions, developed by an efficient team headed by Matthew Brannelly, to cope with these new times when the definition of ‘normal’ is changing every day are sure to take your organization to new heights.

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Planning to Start a Nonprofit in Australia?

According to Matthew Brannelly – strategic advisor from Australia, if you are planning to start a nonprofit or charitable organisation, then you need to consider some questions before you embark on your initial journey.

Who else is out there?

There are literally hundreds of thousands of nonprofit organisations in Australia. Your first step should be to look at whether there is an organisation already doing what you want to says Matthew Brannelly. This way you can see answer questions such as:

  • Am I doubling up in an area?
  • Is there high competition for grants?
  • Could I join/partner with/share resources with an existing organisation?

How will my nonprofit be structured?

If you want to register your nonprofit organisation, you will have to look at how it is structured – either as a company or an incorporated body.

The Australian Securities and Investments Commission have compiled a factsheet of information, to help you choose the appropriate structure of your organisation.

Remember, each state has different rules and regulations regarding setting up of a nonprofit organization says Matthew Brannelly. It would be best to check with your respective Office of Consumer and Business Affairs.

What administration duties should I know about before I start?

Here are six key areas you should have planned out:

1. Business Plan

Set out your strategic objectives and goals for your organisation. Include your vision and mission statements to help you work towards these goals.

2. Manpower

Attract, recruit and retain staff from a diversified background that will help you raise the organisation’s profile to the public at large. Your staff is your biggest brand ambassador, so ensure everyone is aligned to your nonprofit cause.

3. Public Relations/Marketing

You would need a public relations and marketing team to help you communicate the core messages of your brand and corporate brand. These include having a communications and marketing plan, media relations and marketing collateral to help you get the word out there.

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Top Digital Tools for Fundraising

Are you keen on fundraising activities? According to Matthew Brannelly, recent market conditions after the 2020 Pandemic abstain the entities from gathering funds in a conventional door-to-door manner. Over the past few years, many top associations like the Orbit NFP hub collaborate with nonprofits to stream the income sources.

They also use the omnichannel approach to gather funds for ‘fundraising .’ Matthew Brannelly is the visionary for stretching a helping hand towards such nonprofits and aid them in governance with the local government.

What does fundraising refer to?

The collection of voluntary financial contributions through multiple resources refers to fundraising activities. Although it might appear a complex process when you channelize the process, funds are gathering over from all across.

People like Matthew Brannelly, who have a keen interest in developing NGOs for public welfare, come up with charitable foundations, companies, agencies, and individuals to collectively gather funds for the nonprofits.

How is digitalization a boon for fundraising?

Enhancement of digitalization led to the incorporation of online fundraising mediums that reach out to larger masses and involve minimal fuss. Besides, it is possible to remotely monitor and manage the collection process without trespassing any geographical limits.

Before you learn about the various tools, getting a glimpse of potential donors is also mandatory.

Organizations that can enable you to gather funds from donors such as:

  • Public bodies
  • Individuals
  • Companies and organizations
  • Foundations

How can relationship-building boost the fundraising for nonprofits?

Intelligent intellectuals like Matthew Brannelly know the potential to online marketing, and they effectively imbibe the fundraising initiative through multiple online tools and mediums. It also emphasizes developing a soft corner amongst the donors for achieving the nonprofit objectives. Motivation to donate for others’ welfare is the fundamental principle of fundraising, and few entities can optimize it through online tools for your growth and market sustainability.

What are the best digital fundraising tools for Nonprofits?

The collection of funds is no longer linked only to fund accumulation but has a larger perspective than this. It constitutes complex initiatives for the spread of digital awareness amongst potential clients to increase their donation part.

Conventional tools for raising funds include:

  • Public events
  • Formal dinners
  • Welfare walkathons
  • Concerts
  • Charity auctions and many others.

Direct marketing through T.V, commercials is also a popular way of collecting funds and is highly used in emergencies.

Digital tools:

It highly exploits the mobile technology for collecting funds so that the Nonprofits can get a bulk amount with a few clicks. They also involve SEM and SEO strategies for increasing public awareness. Social networking sites, interactive videos, and live video conferences through various channels are few leading fundraising techniques utilized by experts like Matthew Brannelly to develop finances.

It also includes:

  • Crowdfunding
  • Email Marketing
  • Personal fundraising
  • Solidarity auctions

These are some of the common yet highly effective online tools that pave the way for the cumulative growth of nonprofit organizations and amplifying their revenue streams!

Summing up

Matthew Brannelly came up with experts who leave no stone unturned to achieve the dedicated goals of nonprofits for fundraising. After stringent market check and following advanced digital methodologies, they can develop high finance yielding prospects that could help in overall business growth in times of Pandemic!

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Business Trends in Australia taken during Pandemic

There will always be some important trends influencing business across the globe every year says Matthew Brannelly. While some are fleeting and don’t last long. Some trends are significant and seem to make an impact for a longer time. However, the trends brought about by the pandemic were not anything anyone ever bargained for. The rapid shift in consumer behavior was unprecedented and businesses were obliged to quickly adapt to these changes. These brought about trends across businesses of all sizes and industries and opportunities that can be leveraged to drive businesses forward.

Matthew Brannelly, the founder of  Orbit NFP hub, an organization driven with passion in helping NFP (not-for-profit) organizations grow observes that these trends will impact significant growth during and after covid 19. You will need to understand the trends and technologies in order to ensure your business is moving in the right direction towards growth.

Here, Matt Brannelly provides pandemic business trends that are transforming the business landscape now and post-pandemic in Australia.

1. Digital Adoption

The closures of stores, brick and mortar businesses, malls, restaurants, gyms, and concern of personal safety have got consumers shifting online in a big way says Matt Brannelly. This means businesses that were still on the fence are left with no choice but to embrace online business in order to cater to their customer needs. In fact, during the 2020 Black Friday/Cyber Monday online shopping sales period, over 2 million Australian families have placed orders online. Australia witnessed a record-breaking online sales boom more than ever during the pandemic. The new normal is restaurants receiving takeaway orders online. Gyms providing virtual fitness classes, grocery stores shifting online for product ordering and delivery, and many more.

2. Work from Home

The transition to work from home is probably the most significant trend that is driving the new normal. Businesses are now experiencing firsthand that they do not need to be restricted to the four walls of the office before they can be productive. This has brought about flexibility in work arrangements. Although some are still wary of the good and bad that come with work from home brought, the pros sure outweigh the cons. Expect more companies allowing employees to work from home even after the pandemic ends.

3. Virtual Conferencing and Events

 With social distancing, businesses have to embrace virtual conferences.” How can you attend a charity auction if you cannot go? How can you raise a charity fund if your partners are unable to attend? Nonprofits companies are turning to virtual gatherings not only to engage with the public but also to spark financial support”,  Matthew Brannelly explains. “Facilitating virtual events have been one of the most cost-effective ways to reach a wide array of potential donors and push their initiatives, Matthew adds. Not only nonprofit organizations, many other businesses are also leveraging virtual conferencing and virtual events technologies to keep people engage, connected, and do business amidst the crisis.

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Increase Customer Reach using Marketing Ideas

Customers are the lifeblood of every business says Matthew Brannelly. Any business or organization that is not attracting new customers or growing its customer base will soon find itself kicked out of the game. Simply put, if there are no customers, there is no business.

Hence, it becomes essential to reach new customers and incorporate innovative approaches to position your brand to the right audience or sell your ideas, products or services. We ask expert,  Matthew Brannelly founder of Orbit NFP hub, an organization helping non-profit to grow. He provides tried and proven expert marketing tips to help businesses acquire new customers.

You can’t be seen without Search Engine Optimization

If you already own a website, have engaging interesting content for visitors to read or run a blog, they won’t amount to much if they are not being found by the right audience. And this can be made possible through search strategies.

Search strategies encompass various techniques and approaches such as SEO, content marketing, search engine marketing, keyword optimization and link building strategies. When applied, your website and brand will be able to top the first page of major search engines like google. This way you can boost visibility and increase customer reach. A much-needed step to attracting new customers.

Don’t Go Solo

“There is no doubt many businesses started alone when they just got started on the entrepreneurial journey. However, as businesses grow and customers increase, partnering with the right people and becoming a member of a like-minded community might be what you need to grow,” Matthew Brannelly says. Matthew suggests building your business to success without going solo:

  • Form a partnership with existing businesses, stakeholders, or good partners who are aligned with your business models. This can be a collaboration among YouTubers or brands.
  • Create events with other partners for mutual benefits. For instance, a business that is into sports accessories may partner with a camping or outdoor activities company. This will be a win-win situation for these businesses while they attract new customers.
  • Work with influencers that will create a buzz about your brand and market your business or products. These influencers can help you reach out to more and build trust around the audience. A good marketing strategy that subtly promotes your brand without being aggressive.
  • Become a part of a community and participate in any events or charities. It’s an excellent opportunity to network and build great relationships that will add value to your business and your life.

Social Media is a Powerful Tool you can’t Ignore

If everyone is on social media channels today including your customers, then, nothing should be stopping you from being there. Social media channels are powerful tools every business should own in their toolbox. It allows you to connect with customers and prospects on a deeper level, build brand image and trust and engage with them. You can do a shout-out to appreciate customers, do giveaways or offer discounts to entice followers to convert them to customers.

Matthew Brannelly says it doesn’t mean you should be on all social platforms. That is why it is important to understand your audience’s persona and channels where they are most active. If not, it could be a total waste of time and effort. “And not only on the social platforms, leverage other channels such as email, and media to connect with the target audience,”  Matthew Brannelly adds. 

Showcase Positive Reviews, You Earned It

In a world where consumers will first read reviews about your product or services before making a buying decision, reviews have proven to be one of the most powerful ways to attract new customers. They can help you to gain customers’ trust and get them to do business with you. Post reviews on your social channels, link them to your website and other major review sites. Respond quickly and positively to complaints and negative reviews. The point is prospects will be willing to do business with you when others sing of your praise.

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