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.”

Supporters are more likely to give to charities that stand out from the crowd.

Be instantly recognisable

After Macmillan rebranded:- Supporter numbers increased by 27%- They raised £5million in funding

Macmillan

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?

Parkinson’s UK

• 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

1. Visual

2. Messaging

3. Experience

3 main areas to ensuring your brand is consistent

• 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

Visual

• 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

Messaging

• 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

Experience

Image Creditshttp://viget.com/advance/brand-consistency-and-social-mediahttp://www.flickr.com/photos/jarbo/9379813470http://www.flickr.com/photos/kogdenphotography/2562838770http://www.flickr.com/photos/jasbrick/4617873283http://www.flickr.com/photos/vinothchandar/5251078306http://www.flickr.com/photos/98154566@N07/9159746797http://be.macmillan.org.uk/be/s-191-resources-for-staff.aspxhttp://www.flickr.com/photos/scissorfighter/4857071188http://www.flickr.com/photos/victorianevland/8159331758http://www.flickr.com/photos/kaptainkobold/5340632294

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