Why does your charity need brand guidelines?

Introduction

In today’s digital world, maintaining a consistent and recognisable brand identity is crucial. For charities – whose reputations rely heavily on public perception – this is even more true. Robust and up-to-date brand guidelines are key for maintaining this consistency and recognition, fostering trust and helping to communicate a charity’s values and mission to the world.

Consistency

The most obvious benefit of brand guidelines is consistency. Without this guidance, a charity’s communications can become fragmented, weakening its identity, message and perception. Whether it’s a social media post, an email or a website update, guidelines help maintain a uniform visual and verbal identity. This consistency reinforces the charity’s brand and makes it easier for supporters to recognise and engage with them. It also helps strengthen messaging and create a more united voice for your organisation’s work.

Trust and credibility

Trust is essential for charities. Building trust enables supporters to feel confident when donating and enhances the legitimacy of your message. When a charity’s messaging and visuals align across every interaction, it signals professionalism, credibility and trust. Supporters need to feel confident that the charity they advocate for is credible and brand guidelines play a key role in building and maintaining this trust.

Communication of values and mission

A charity’s mission and values need to be clearly communicated in every interaction.  This tells supporters who you are and what you stand for, helping to build connections and support of your work. Brand guidelines provide a framework for this communication, ensuring that the charity’s core messages are delivered effectively and aren’t misrepresented. Whether it’s through tone of voice, colour or imagery, guidelines help align and elevate the charity’s communications with its goals.

By having open lines of communication throughout a project, we build strong relationships so our clients feel supported and empowered through each phase of the project. Instilling this confidence means we can maximise the success of project delivery and continue that relationship beyond the project process.

Collaboration and efficiency

Charities often work with various stakeholders, including volunteers and external partners to successfully deliver work. Brand guidelines serve as a reference point for all involved, reducing the chances of miscommunication and further boosting consistency and credibility. When everyone uses the same guidelines, collaboration becomes smoother and more efficient, which is particularly valuable for charities with limited resources.

What should be included in charity brand guidelines?

Now that we understand the importance of brand guidelines for charities, let’s look at the five essential elements to include:

Logo usage

– Guidelines on logo placement and sizing: specify how the logo should be displayed across different mediums, including minimum size and clear space requirements.
– Approved variations: include variations of the logo (e.g., full colour, monochrome) and where each should be used.
– Unacceptable alterations: clearly outline what should not be done to the logo, such as altering colours or proportions.

Colour palette

– Primary and secondary palettes: define the specific brand colours, including HEX, RGB, and CMYK codes.
– Usage guidelines: explain how to use these colours together to ensure consistency and accessibility.

Typography

– Primary and secondary fonts: specify the primary and secondary brand fonts, as well as system font variations if required.
– Font usage rules: include guidance on font sizes, weights and spacing to maintain a uniform look across all materials.

Tone of voice

– Key messaging principles: outline the brand’s voice and tone, including how the charity should communicate in different contexts (e.g., formal vs. informal).
– Examples of preferred language: provide examples of on-brand phrases and language, as well as words or phrases to avoid.

Imagery and graphics

– Style guidelines: define the style of photography, illustrations, and graphics that align with the brand (e.g., candid shots, bright and uplifting images).
– Usage instructions: include guidelines on how to use or recreate graphical devices, illustrations and icons.

Summary

Brand guidelines are a strategic asset for any charity. They ensure consistency, build trust, facilitate clear communication, and protect the charity’s reputation. In a digital world, where presence is key to engagement, brand guidelines provide the clarity and direction needed to navigate effectively.

If you’re interested in reviewing your brand or creating brand guidelines for your charity, find out more about our brand services.