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Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
Brand constitency - why it matters and how to maintain it
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Brand constitency - why it matters and how to maintain it

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Brand constitency - why it matters and how to maintain it

Brand constitency - why it matters and how to maintain it

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  • 1. Brand Consistency: Why it matters and how to maintain it
  • 2. Why does brand consistency matter?
  • 3. Makes it clear to your supporters who you are
  • 4. Helps demonstrate you are trustworthy and reliable
  • 5. Helps you gain the trust of your supporters
  • 6. “Consistency helps to clarify your positioning and the message you want to get across.”
  • 7. Be instantly recognisable Supporters are more likely to give to charities that stand out from the crowd.
  • 8. Macmillan After Macmillan rebranded: - Supporter numbers increased by 27% - They raised £5million in funding
  • 9. Parkinson’s UK After Parkinson’s UK rebranded they saw an increase of 15% to their income
  • 10. Parkinson’s UK BEFORE REBRAND:
  • 11. Parkinson’s UK AFTER REBRAND:
  • 12. Parkinson’s UK Why? • Consistent – use of colour and style • Visually appealing • Instantly recognisable • Real people and real stories
  • 13. It’s not just visual
  • 14. Messaging • Messaging is a key part of consistency • Supporters, stakeholders and potential beneficiaries need to be clear on what you do!
  • 15. Example: Macmillan Rebrand WHAT? • Move away from being seen as “angels of death” • Doing more than just supporting people at the end of their lives • Reflect change of direction for charity
  • 16. Example: Macmillan Rebrand HOW? • Language – convey the message that they support people whose lives are affected by cancer
  • 17. How to maintain brand consistency
  • 18. 3 main areas to ensuring your brand is consistent 1. Visual 2. Messaging 3. Experience
  • 19. Visual • • • • Colour Imagery Font Typography
  • 20. Visual • Can have a huge impact • Needs to remain constant across all marketing • Should be part of everything from letter heads to internal comms
  • 21. Messaging • Do your supporters know what you do? • Do they know what your vision is? • Do they know what you are trying to achieve?
  • 22. Messaging • Clear and constant • Demonstrate the ethos of your charity • Clearly communicate the personality of your organisation
  • 23. Experience • Your brand is a way of life! • Does everyone in your charity know your values? Do you they live and breathe them? • The experience your team deliver should also be communicating your charity’s personality
  • 24. Image Credits http://viget.com/advance/brand-consistency-and-social-media http://www.flickr.com/photos/jarbo/9379813470 http://www.flickr.com/photos/kogdenphotography/2562838770 http://www.flickr.com/photos/jasbrick/4617873283 http://www.flickr.com/photos/vinothchandar/5251078306 http://www.flickr.com/photos/98154566@N07/9159746797 http://be.macmillan.org.uk/be/s-191-resources-for-staff.aspx http://www.flickr.com/photos/scissorfighter/4857071188 http://www.flickr.com/photos/victorianevland/8159331758 http://www.flickr.com/photos/kaptainkobold/5340632294
  • 25. electricputty.co.uk brandstencil.com @electricputty

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