Measure the effectiveness of your charity brand with our CRAFTED tool

The importance of an effective charity identity

Before we dive in, let’s explore the importance of an effective identity. A charity’s brand identity is far more than just a logo or colour palette. It’s the vehicle that invites individuals to see their personal values and experiences reflected in the charity’s purpose. A well-crafted identity draws people in, builds trust, and connects on an emotional level, ensuring that supporters feel aligned with the mission.

Simply put, if your brand identity isn’t working for you, it’s working against you—potentially creating confusion, diluting trust, and limiting your reach and support. CRAFTED provides a clear, structured way to assess and improve your charity’s brand, helping you turn weaknesses into strengths.

Why we created the CRAFTED Tool

Through years of working with charities, we noticed common themes coming up time and time again. From inconsistency to accessibility issues, many of these organisations faced similar challenges with their identity. This got us thinking: could we develop a practical, easy-to-use tool that would help charities on their journey to identifying and solving these challenges?

This is what led us to CRAFTED. With the CRAFTED tool, we aim to empower charities to measure the effectiveness of their brand identity, identify key areas needing attention and make a compelling case for improvements. It’s designed to help organisations understand their brand’s strengths and weaknesses, and where to focus resources on the areas that need them most.

The CRAFTED Pillars: Measuring your charity’s identity

The CRAFTED tool evaluates a charity’s identity across seven pillars, each of which plays a crucial role in building a strong, effective brand identity. Here’s an overview of each pillar and why getting them right can transform your brand:

1. Consistent

Consistency in branding elements—such as the logo, colour palette, and visual style—helps audiences recognise and trust a charity. When every element of the identity aligns, it reinforces the charity’s message and builds credibility.

2. Relevant

A relevant brand resonates with the needs, interests, and values of the audience. When a brand reflects the issues their supporters care about, it fosters engagement and ensures the organisation remains meaningful and impactful.

3. Accessible

Accessibility ensures a brand is inclusive and welcoming to everyone, regardless of abilities. An accessible brand reflects a charity’s commitment to equity and helps widen their audience, enhancing their mission’s reach.

4. Flexible

A flexible brand can adapt to various platforms and contexts without losing its core identity. Flexibility is essential for charities working with diverse audiences, allowing the identity to speak effectively across different channels.

5. Trusted

Trust is the foundation of any charity’s relationship with its supporters. Transparent, honest, and reliable brand communications are essential for building trust and encouraging long-term engagement.

6. Emotive

Charities thrive when they connect emotionally with their audiences. A brand that evokes empathy and passion inspires action, turning passive supporters into active advocates.

7. Distinct

Distinctiveness helps a charity stand out in a crowded field. A unique brand identity reinforces recognition and keeps a charity’s mission memorable, ensuring supporters can easily identify and differentiate the organisation.

Each of these pillars are essential for building an identity that is both impactful and resilient. The CRAFTED tool offers a clear pathway to evaluate and improve these areas, helping charities create identities that are authentic and effective and that amplify their purpose.

How to use the CRAFTED Tool

Using the tool couldn’t be simpler:

1. Access the Tool: Click here to get started.
2. Answer the questions: Simply answer two questions for each pillar.
3. Review your summary: Once complete, you’ll receive a summary report that gives an overview of your charity’s brand identity.
4. Request a detailed report: If you’d like deeper insights, you can request a more comprehensive report.