Why does a charity need to manage its brand internally?
By The Team 09 Apr 2009.
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Unless your brand is carefully managed internally it will unravel the second it leaves the door. Staff are a huge part of your brand. They must love, understand and live it! Unless staff are behind your brand your fabulous new identity will soon go cold, along with your public.
Pre-launch tips
- Win over the sceptics
- Use multiple channels of internal communication and roll out the new brand face-to-face with workshops or presentations.
- Ensure your senior management team are visibly involved.
- Create inspiring values that are easy to remember
- Make sure staff and volunteers can sum up your charity on the spot
- Bring your brand to life
- Recruit Brand Champions and set up a Brand Steering Group
- Give staff and partners tools to manage the brand and protect your Intellectual Property in contract
- Make sure staff behaviour and customer service matter
- Create an effective creative briefing
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