Charity brands.
Managing a charity brand can be a daunting prospect. However, with simple tools, techniques and processes it can be made less stressful and more effective. This report is about how to promote and protect your brand (image and reputation) through internal brand management. An ongoing internal focus, both pre and post launch, is absolutely crucial if your new brand is to succeed and last the test of time. It is easy to feel that the launch of a new brand identity is the end of the process, but you must keep going and plan ahead for the future.
The consistency of your visual identity and understanding of the non-visual elements of your brand (your vision, mission, values) must work together. An approach is required that will inspire and engage staff and volunteers – influencing behaviour to embed the brand across the organisation.
What is a brand?
There is much more to branding than simply a new logo. A brand is a set of ideas, images, and associations that people carry around in their heads about companies, products or, indeed, charities. It is an expression of who you are and what you do.
Why is branding important?
The world is getting more and more competitive for charities. Competition is intense for media-coverage, funding and support. It is no longer enough just to do good work. The quality of that work must be reflected by the charity’s brand profile and image. Your brand must do you justice. If an organisation’s brand is not looked after it can lead to confusion and misunderstanding about its purpose and work. Used effectively, a strong consistent brand can help an organisation communicate a clear message and build loyal support. Having a brand that leaves the individual with the right impression can make a charity more effective.
Benefits of a strong consistent brand
* Stand out from the crowd
* Greater understanding of your vision and mission
* Increased awareness, understanding, trust, loyalty and respect
* More effective campaigning
* More support (fundraising and an increase in the take up of services)
Why does a charity need to manage its brand internally?
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
3. Ensure your senior management team are visibly involved.
4. Create inspiring values that are easy to remember
5. Make sure staff and volunteers can sum up your charity on the spot
7. Recruit Brand Champions and set up a Brand Steering Group
10. Create an effective creative briefing
Our chariety comms in the press