Every charity brand should have a brand strategy and story which clearly articulates what you do, how you do it and why you exist.
The brand strategy should provide a guiding light and run through the whole brand experience from products and culture to communications and innovation. The brand story should have a role for supporters to connect them with your cause and corporate strategy to build empathy and inspire support.
This Brand Breakfast explored how to create a brand strategy and story that defines a unique market position, with examples from organisations that have successfully done just that.
Creating emotive brand stories by Dan Dufour, brand strategy director, The Team
- Brain Research UK’s (formally Brain Research Trust) presentation: Defining our brand purpose and personality
- Save the Children’s presentation: The role of brand in campaigning
Defining our brand purpose and personality
Kellie Stewart, head of communications and public affairs, Brain Research UK
Sally Shire, trustee, Brain Research Trust and former global brand director, Aviva
The role of brand in campaigning
Alasdair Roxburgh, head of humanitarian and conflict campaigns, Save the Children
About the Brand Breakfast
CharityComms’ Brand Breakfast is an informal forum where brand managers come together to discuss issues of mutual interest and share examples of good practice.
These events are a great opportunity to meet your peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The group is designed to encourage networking and peer to peer support, sharing issues in a ‘safe’ environment.
If you’re interested in presenting at a future event, please contact Vanessa Weddell.
About The Team
The Team has been in the business of creating brands that deliver a social impact for over 30 years, from Comic Relief and Fire Kills to M&S Plan A. Our ambition has always been to build brands that create value for society. We give brands purpose and bring it to life, inside and out. Ranked number 5 for brand and 10 for digital in the Design Week Top 100 Consultancies, we believe in ideas and collaboration. That’s why we’re called The Team. Working together enables us to play to our strengths; to bring ideas to life. Ideas that create change for the better.