- 1. Win over the sceptics
- 2. Use multiple channels of internal communication and roll out the new brand face-to-face with workshops or presentations.
- 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
- 6. Bring your brand to life
- 7. Recruit Brand Champions and set up a Brand Steering Group
- 8. Give staff and partners tools to manage the brand and protect your Intellectual Property in contract
- 9. Make sure staff behaviour and customer service matter
- 10. Create an effective creative briefing process and monitor your brand at regular intervals
4. Create inspiring values that are easy to remember.
‘Branding’ is also about making your values shine out to the world. This is hard to achieve if they are a jumble of run-of-the-mill adjectives. Too many charities have long lists of values that are meaningless to staff. It is really worth carefully considering your values to make them compelling and easy to remember, I recommend three or four. Alternatively you may wish to consider breaking your values up into groups. At the end of the day you want your staff to remember your values so they can live them.
Again, it is important that staff are part of the process when you are developing and deciding your values. An initial briefing will be required to ensure staff and managers understand exactly what they mean. Some organisations hold annual Values Awards to acknowledge staff that demonstrate and live the values. This is a great way to embed the values on a long-term basis.