A pretty logo and exciting website are never going to be more important than the services a charity provides to its community, but they are definitely going to influence perceptions about that organisation and how we interact with it.
There is nothing worse than an inconsistent brand (and yes, any organisation is a brand, it is not just the preserve of global companies). It can give the impression that your organisation is unprofessional and lead to confusion about who you are and what you do. Even worse, a confusing brand can counteract any effort you have made to build your reputation.
The first thing to keep in mind is that everything communicates: your website, your brochures, any internal and external document; even the way you answer the phone. All these things are your brand. After all, the brand derives from your mission, vision and values and it’s important they run through everything you do. Staying ‘on brand’, can help you align the different parts of your charity and present a consistent (and professional) face to your stakeholders.
That all sounds great, but how can I justify dedicating precious time and resources to ‘non-urgent’ things?
It is hard to measure the impact of your branding efforts in numbers and see a specific return on your investment. However, when your brand is recognised, it is easier to take credit for what you’ve done. This is not just stamping a logo on everything you do; the idea of branding is that even if you can’t see the logo, the very way your materials are presented such as the tone, the colours, and the style, will ensure people know it's your charity.
The first thing you need to have a successful brand is internal buy-in. Your staff needs to know and believe in your mission, vision and values and these need to be embedded in everything you do. Don’t assume that everyone in your organisation knows what those key messages and mission statements are.
Developing a brand doesn’t have to be boring. It can be a great way of reconnecting with staff, getting their views on your organisation and developing new ideas. And, when you have a brand you’re happy with, then it’s time to shout about it!
After you have your team behind the brand, put aside some time to review it.
By Carolina Jean-Mairet, Communications Manager, Pilotlight