Charity Branding: Strategic branding for the third sector
Want to add some polish to your charity’s brand?
Research has shown that when it comes to people deciding where to direct their contributions and place their support to a charity, key factors include the emotional and intellectual stimulation a charity could give, how much influence they thought it could yield, and the tone of voice adopted throughout all the charity’s communication.
Supporters will expect to see a charity as a caring, compassionate, committed, ethical, and honest organisation that raises money for the good of others. Alongside these core values, there will be other characteristics that differentiate one charity from another. It is these characteristics that your brand represents to convey the vision, mission, value and beliefs to all your target audiences.
Your brand is your opportunity to shape the way the public perceives you. If the public don’t understand what the charity stands for, they cannot be expected to buy into its essence. The visual and verbal language of the brand are pivotal in a charity’s development, after all there isn’t a ‘product’ to sell and they are mainly perceived by the work that they do, so if a charity fails to present itself well, it can fail as an organisation.
Taking action now
Distinction over other similar organisations can be addressed immediately through understanding the current perceptions of your charity using a survey. Building on the feedback from this research a review of the brand image and marketing materials can focus your charity on ensuring your key messages are being communicated clearly.