The Importance of Charity Branding.
Within the business world, ‘Branding’ is a bit of a buzzword. It sort of means everything, and nothing at the same time. It’s a kind of ethereal amalgamation of everything that a company is and does. It identifies the company, it steers the perceived character of the company, and builds confidence in products produced by the company.
In today’s digital generation, having a strong Brand is even more important to businesses and companies as it helps them stand out amongst the myriad of other competitors. But it’s not just businesses that can benefit from a strong brand. There are many competitors out there trying to sell a similar product, but this is also true for Charities.
Why then, should you consider your Charities Brand?
Right here at the start, it’s probably worth mentioning that Branding is more than just a logo. The logo is perhaps the most visual and clear side of the branding. It’s the image of the charity that people will think of when they talk about it. But Branding is more than just the logo. Branding is everything that you do to make an impression on your ‘Target audience’. This might include your Culture, your style, the language of communication, the coffee you drink etc. Out of all of this, a personality is created. That personality is your charitiies Brand. It’s important that you’re proactive in creating this, because otherwise the world around you will create one for you, and I can promise you that it won’t be the same as what you were aiming for.
As the Logo is the most visual aspect of the Charities brand, it might be a good place to start. The logo should be a simple, clear image which portrays an element of the charities culture. Just as an example, a Charity predominantly of Students and Young Adults may choose a logo which is loud and energetic, whilst a more conservative Charity may choose something more professional and reserved. Consider what might best represent your Charity, remember… When someone thinks of your Charity, this is going to be the first image they’ll think of.
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Pro-Active Leaders are always thinking about their Charities culture. What attitudes are they building amongst their Members and how does this impact on them. This is because Culture spreads and permeates to those around the culture carriers. Culture is as much a part of the Branding of a Charity as the printed letterheads.
So you’re getting the impression now that Branding is important. But why? Hopefully these three keys will help unlock something of the mystery of why Branding is so important.
1- Branding sets you apart:
It’s important to understand at this point, please don’t read what we’re not saying. We’re not promoting inter-Charity competition and poaching. But it is important that you stand out in your community. For whatever reason, people will be attracted to your Charity. Your brand will help people establish how your Charity is different to others in the area. You might be able to reach a demographic which a different Charity on the same street were unable to! Your brand will set you apart from that other Charity and allow people to find you.
2 - Branding creates connection:
Think of your Childhood. Chances are, you can remember your favourite sweets, treats and toys fondly. The branding of that product has stuck with you, this is the same for your Charities branding. If a family visits your next Charity event for the first time, how are they going to feel? Your branding cultivates this connection and will fuel any future conversations within that family.
3 - Connection creates Participation
In a similar vein to the above, when someone feels connected, they’re more likely to get involved. As Charity Members connect through the brand, they’re more likely to get involved in your outreach events, social gatherings and Community projects. A strong brand also gives the members language to better describe their Experience and are more likely to invite others!
These three Keys have hopefully unlocked something and given you at least one practical reason to consider your Charity brand. For some of these, the process is organic and needs very little input, but for others, it will involve having hard conversations and Vision Casting. We’d love to hear your comments about your journey with Branding for your Charity. Why not join the conversation on Facebook!
