Branding for charities

• Does your audience know what your charity stands for?
• Are they aware of what makes your charity different from other charities and non-profits in your sector?
• Why would they choose you?

You’ll attract more of the right audience and help people to make easier decisions about working with you. Your values, and how and why your charity operates are entirely unique to you. We’ll ensure there is clarity in your brand positioning.

• Is your story clear?
• How do you want your audience to feel when they read your content? 
• What words or personality traits best describe your charity’s natural way of speaking?
• How do your messaging needs shift across different audiences, such as major funders versus service users?

There should be a golden thread of consistency from top to bottom to build trust and credibility. If not, people will get confused and lose trust in your authority and mission.

• What symbol, concept, or feeling should your logo represent?
• How will this logo need to perform across different applications, from small digital icons to large event banners?
• What existing brand legacy do we need to preserve or evolve?
• How do we make sure we don't lose recognition with a logo change?

Your logo communicates who you are at a single glance. Having a clean, well-crafted mark gives your charity visual credibility, making it far easier to stand out to donors, partners, and the people who need your support.

• How can our choice of colour palettes, typography, and image styles reflect the heart of your mission?
• How are we meeting accessibility and inclusivity standards?
• What existing visual assets or campaign collateral do you rely on most in day-to-day operations?
• How can we make sure we don't lose recognition when updating our branding? 

It all plays a part in the bigger picture of your brand and helps to make you instantly recognisable. 

Being recognised is a key part of every charity’s marketing strategy  - you want to be remembered! 

This piece of the branding process takes place once all the foundations and research are complete –  often the most exciting part for clients!

• Who will be using these guidelines on a day-to-day basis – internal staff, external partners, or volunteers?
• What templates, asset formats, or specific rules do your teams need to keep production simple and accurate?
• How will you manage and store these assets to ensure everyone has access to the latest files?

Brand guidelines protect the investment you’ve made in your rebrand by giving everyone a clear, accessible way of implementing. They eliminate guesswork for internal teams and external collaborators, ensuring your charity maintains a consistent, polished look and voice as you grow.

• Which key internal teams or stakeholders will be responsible for implementing and championing the new brand?
• What specific tools or design platforms (like Canva) does your team currently use?
• What potential challenges or questions do you anticipate from staff or volunteers during the rollout?

A rebrand is only successful if your team feels confident using it. Training helps empower staff and volunteers to speak about and present the charity with confidence and consistency.