CAREERS: Worth a Look..

LUCY MAGGS

One of the problems with the word branding is that it means different things to different people. To some it refers simply to an organisation's logo, while to others it goes deep into the ideas at the heart of an organisation.

This report neatly sums up the meaning of branding as image. This may be too simplistic for people who work in marketing or branding but for those unfamiliar or uncomfortable with the term, it is a good place to start.

The guide is clearly laid out and free of marketing jargon. It examines what is meant by branding and why it is important to the voluntary sector.

It also compares branding in the voluntary sector with the private sector, finding that branding or rebranding for a charity can be a far more tricky issue than for a company. It is important that a voluntary organisation's brand reflects the aims and doesn't just skim the surface.

The report also contains some simple and useful exercises including an amusing idea whereby staff are asked to decide which type of car or dog most reflects the personality of their organisation. Is your charity a Bentley or a Vauxhall Corsa?

The author recognises that many people in the voluntary sector may see rebranding as an expensive waste of time and makes it clear that the organisation's aims and objectives should be at the heart of the process.

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