The power of brand influence: how brand can transform your charity’s impact
The third sector is a space filled with organisations undertaking truly transformative work. With so many important and deserving causes vying for support, what can charities do to stand out from the crowd?
One of the most powerful (and often overlooked) tools in a charity’s arsenal is branding. For charities looking to sustain and grow support, branding should be a key component in fundraising and engagement efforts.
An impactful brand is comprised of a series of core elements, expertly pieced together to establish a unique visual identity. We’ve previously looked at what this takes to develop, but when in place, what is the power of a brand’s influence?
1) Inspires engagement with your cause
A strong brand can help you communicate your cause and create a positive, lasting impression of your work. It can revolutionise your storytelling through emotive and captivating visuals, shining a light on relatively unknown or sensitive issues to raise awareness and inspire support. Your brand also provides a consistent structure that strengthens your message and speaks to a diverse range of people.
2) Builds trust in your charity
Building trust in your charity is fundamental for securing support and building loyalty with donors. A quality brand can enhance consistency and recognition, helping more people establish meaningful engagement with your mission and vision. It can also provide the assurance and professionalism needed to build confidence in your charity’s ability to deliver on its commitments and make a lasting difference.
3) Conveys your values
Your brand is central to your identity and encapsulates the values of your charity and team. Your values are what resonates with your audience and build genuine connections that inspire support and giving. These shared values also cultivate a sense of community and solidarity, vital for consistent engagement.
4) Boost your fundraising revenue
A quality brand with a well-designed identity will be agile and adaptable in the ever-changing technologies of today’s digital-first systems. Being flexible and responsive can empower charities to translate their brand successfully across all touchpoints, creating more opportunities for support and sustaining positive donor engagement and experience.
5) Builds unity among employees
Your brand’s influence isn’t limited to an external audience. Internally, it can provide unity and a clear sense of direction amongst employees. A refined brand system enhances internal processes, creates alignment between charity and employee purpose, as well as fosters a feeling of pride and belonging across the organisation.