January 10, 2024
The significant growth of the charity sector, the rise of activist groups and the continued emergence of excitingly energetic social enterprises play a vital role in how we make ‘buying’ decisions. What I mean by ‘buying’ is where we put our cash, or on a deeper level, what we buy into empathetically.
From classically televised charity brands like Band-Aid, Comic Relief and Soccer Aid to more disruptive groups like Just Stop Oil, there is no denying that brand identity, positioning, language, and tone have played a critical role in the success of these organisations gaining traction, following, membership and influence.
The thought I want to provoke is this. We aggressively see the commercial world executing brand influence with sizable, unapologetic momentum. It doesn’t take long to start listing brands as a population we’re constantly buying into… BMW, H&M, EE, etc. Even if we don’t engage, like or respect these brands, they still have real estate in our minds and equity in our markets. Furthermore, their commercial energy inspires growing SMEs, micro-businesses, and start-ups. But when it comes to the charity space, there still seems to be a slight reluctance and awkwardness to activate this level of brand excitement.
During my charity networking over the last year, one of the most powerful statements I heard in a coms workshop (that explored helping young people in traditionally poorer communities) is this:
“Are they hard to reach, or are we hard to find?”
The answer, for me, is that they’re not hard to reach at all for aspirational brands; if anything, they’re pretty accessible. But for organisations making a difference, there is a gap, and a tricky one at that – and we can’t allow the people we’re reaching to be at fault if we haven’t got our brand communication ducks in a row.
Here’s why I think charities should make the best brand builders:
Now is the time to dust off that brand tool kit, find your authentic value system and start building like never before.
If you’re interested in some initial consultation about how your organisation could be more relevant, active, and influential as a brand, don’t hesitate to contact the hopeful studio or email email@example.com.
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