Brighton In Need – The importance of branding for charities

Charity communication needs to be effectively branded

There’s no doubt if your brand is strong and recognisable, people are more likely to purchase your product. A strong visual identity can help you stand out from your competitors, add value to your offer and engage with your customers. However, unbelievably, branding wasn’t considered an important component of marketing until the mid-to-late 20th Century. This is hard to imagine, as it is such a key part of the marketing world today.

The importance of this doesn’t just apply to the commercial sector – it is just as important in the charity sector, as it is a way of getting people engaged with what you do. A strong brand identity is more likely to gain interest and commitment of donors and volunteers, which is evident in the research conducted by market research agency, nfpSynergy in 2014. This research concluded that 22% of respondents would donate to a branded charity vs 16% of those who prefer giving their donations to an unbranded charity. Proof that charities need to be noticed in order to make a difference.

nfpSynergy’s research also recently concluded that 93% of charities consider building a brand to be important, as they must demonstrate how their cause is unique, effective and worthy of support. A charity’s brand is key to achieving this.

We understand this, which is why we were thrilled to be able to help new homeless charity, Brighton In Need, create a strong visual identity. Founded by Lydia Sinclair, Brighton In Need encourages people to make practical donations, including sleeping bags, rucksacks and warm clothing, for those living on the streets of Brighton.

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Our main goal in creating their visual identity was to make the branding flexible enough to extend to additional locations, and create a simple yet strong identity whilst portraying the seriousness of the charity. The effectiveness of this design has been recognised within our industry, including in design publication Creative Review, and most importantly the charity agree that the design clearly communicates their mission.

If you’d like help to create a strong brand to stand out from the crowd, don’t hesitate to get in touch with us for a friendly chat.