Published on March 7, 2014
Brand Consistency: Why it matters and how to maintain it
Why does brand consistency matter?
Makes it clear to your supporters who you are
Helps demonstrate you are trustworthy and reliable
Helps you gain the trust of your supporters
“Consistency helps to clarify your positioning and the message you want to get across.”
Be instantly recognisable Supporters are more likely to give to charities that stand out from the crowd.
Macmillan After Macmillan rebranded: - Supporter numbers increased by 27% - They raised £5million in funding
Parkinson’s UK After Parkinson’s UK rebranded they saw an increase of 15% to their income
Parkinson’s UK BEFORE REBRAND:
Parkinson’s UK AFTER REBRAND:
Parkinson’s UK Why? • Consistent – use of colour and style • Visually appealing • Instantly recognisable • Real people and real stories
It’s not just visual
Messaging • Messaging is a key part of consistency • Supporters, stakeholders and potential beneficiaries need to be clear on what you do!
Example: Macmillan Rebrand WHAT? • Move away from being seen as “angels of death” • Doing more than just supporting people at the end of their lives • Reflect change of direction for charity
Example: Macmillan Rebrand HOW? • Language – convey the message that they support people whose lives are affected by cancer
How to maintain brand consistency
3 main areas to ensuring your brand is consistent 1. Visual 2. Messaging 3. Experience
Visual • • • • Colour Imagery Font Typography
Visual • Can have a huge impact • Needs to remain constant across all marketing • Should be part of everything from letter heads to internal comms
Messaging • Do your supporters know what you do? • Do they know what your vision is? • Do they know what you are trying to achieve?
Messaging • Clear and constant • Demonstrate the ethos of your charity • Clearly communicate the personality of your organisation
Experience • Your brand is a way of life! • Does everyone in your charity know your values? Do you they live and breathe them? • The experience your team deliver should also be communicating your charity’s personality
Image Credits http://viget.com/advance/brand-consistency-and-social-media http://www.flickr.com/photos/jarbo/9379813470 http://www.flickr.com/photos/kogdenphotography/2562838770 http://www.flickr.com/photos/jasbrick/4617873283 http://www.flickr.com/photos/vinothchandar/5251078306 http://www.flickr.com/photos/98154566@N07/9159746797 http://be.macmillan.org.uk/be/s-191-resources-for-staff.aspx http://www.flickr.com/photos/scissorfighter/4857071188 http://www.flickr.com/photos/victorianevland/8159331758 http://www.flickr.com/photos/kaptainkobold/5340632294
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