A free guide to good branding for charities has been launched by CharityComms, the membership body for charity communicators.
Branding Inside Out argues that a charity’s brand is one of its most important tools in terms of raising funds and gathering public trust, and examines the steps charities need to take to make sure that their branding is effective.
Vicky Browning, director of CharityComms and author of the report, said one of the main things to do before a rebrand was to decide what it was intended to achieve.
"Make sure that your brand development is tied in to your wider strategy," she said. "Plan your goals clearly. Make sure that however you’re representing yourself is how you want to be perceived and that it’s how you’re actually behaving."
She said it was a good idea to perform detailed research into existing perceptions before carrying out a rebrand. "And make sure that you have buy-in at all levels of the organisation," she said. "If you don’t have the backing of your chief executive and trustees, you probably won’t get very far. But also involve your staff and supporters, because they are the advocates for your organisation and you want to make sure they back the process."
Browning said it was not always straightforward to demonstrate that a rebrand offered a good return on the investment a charity put into it. "There’s certainly debate in the sector about whether branding is a good investment," she said. "But if it’s done right, it can improve morale, attract new supporters and boost your fundraising."