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Brand Consistency: Why it matters and how to maintain it
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Why does brand consistency matter?
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Makes it clear to your supporters who you are
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Helps demonstrate you are trustworthy and reliable
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Helps you gain the trust of your supporters
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“Consistency helps to clarify your positioning and the message you want to get across.”
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Supporters are more likely to give to charities that stand out from the crowd.
Be instantly recognisable
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After Macmillan rebranded:- Supporter numbers increased by 27%- They raised £5million in funding
Macmillan
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After Parkinson’s UK rebranded they saw an increase of 15% to their income
Parkinson’s UK
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BEFORE REBRAND:
Parkinson’s UK
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AFTER REBRAND:
Parkinson’s UK
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Why?
Parkinson’s UK
• Consistent – use of colour and style
• Visually appealing
• Instantly recognisable
• Real people and real stories
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It’s not just visual
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Messaging
• Messaging is a key part of consistency• Supporters, stakeholders and potential beneficiaries need to
be clear on what you do!
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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
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Example: Macmillan Rebrand
HOW?• Language – convey the message that they support people
whose lives are affected by cancer
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How to maintain brand consistency
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1. Visual
2. Messaging
3. Experience
3 main areas to ensuring your brand is consistent
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• Colour• Imagery• Font• Typography
Visual
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• Can have a huge impact• Needs to remain constant across all marketing• Should be part of everything from letter heads to
internal comms
Visual
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• Do your supporters know what you do?
• Do they know what your vision is?
• Do they know what you are trying to achieve?
Messaging
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• Clear and constant• Demonstrate the ethos of
your charity• Clearly communicate the
personality of your organisation
Messaging
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• 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
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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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