Polishing the Diamond: Values, Image and Brand as a Source of Strength for Charities

This report discusses the importance of image and branding for charities and non-profit organisations. It argues that a non-profit organisation’s image or brand is important because having an image that leaves the right impression can make a charity, pressure group or community organisation much more effective. It also proposes that powerful charity brands are not the construct of advertising agencies, but instead are based on what lies at the heart and soul of an organisation: its values. Drawing from interviews and research with charities and agencies that work closely with them, this report aims to be relevant to various non-profit organisations: churches, trade unions, community groups, trade associations, housing associations, etc.

The report is divided into six sections.

• Section 1 introduces the resource.
• Section 2 looks at the specific issues relating to brand in the voluntary sector and how it differs from the commercial sector as well as the need for and importance of a strong image.
• Section 3 examines the different types of branding strategy and in particular between the visual/verbal aspects of branding and the vision/beliefs aspects of a brand.
• Section 4 sets out the components of an image: name, logo, straplines, key messages, mission and vision and values. It identifies the different issues with maximising the impact of each area of a brand.
• Section 5 describes five key lessons in developing a branding strategy that works which come out of the research for this report.
• Section 6 concludes with a call for a revolution in the way that non-profit organisations approach branding.

According to the report, "everything communicates" so it is necessary to ensure that an organisation is actively managing all the different communication channels, which create the overall images. The essential components of the delivery of a strategy are identifying: the different services, routes or activities that create the image of the organisation in people’s minds; the products or services that can be created so as to package the inherent beliefs and values of the organisation; and the communication vehicles (newsletters, meetings, etc) that can be used to proactively develop the image to key audiences.