More than meets the eye: charity branding

More than meets the eye: charity branding

This year has seen some major re-brands take place in the voluntary sector with charities such as the Samaritans, Stroke Association, Cancer Research and Oxfam all launching new identities.

In the current climate of budget cuts and continuing austerity, questions have predictably arisen as to whether this is the most effective and responsible channel for precious charity funds. So why take resources away from frontline services at a time when the people that charities work with are in need of even greater support? And if you do decide to rebrand, how can you ensure that the risk pays off?

Over the years, we have worked with many different organisations looking to review, strengthen or change their identity. In the main, the charities who have taken most value from the changes are those for whom the exercise hasn’t just been skin deep.

A rebrand should always go further than simply sticking a new logo or name on an organisation, relabeling the contents. When done strategically and effectively, the process will drive down to the very core of the organisation and re-identify what makes it tick, what motivates the people who work there, and what it means to the people the charity supports. For organisations who haven’t focussed attentions internally for a while, it can be an invigorating and re-energising experience for staff, trustees, stakeholders and service users alike.

For the new brand to work effectively, it must be a product of this process. Reflecting the essence of the charity, its work and those it supports is fundamental to its communication with the world.

If your organisation is currently considering or undergoing a rebrand, our latest guide will help ensure it works its hardest for you. Download it here.