Creating a brand

Taking the example of a community arts centre:

• The name - Art for Art's Sake. (If it were called the Andover Community Arts Urban Aid Project, it would have a very different image, even if its aims were the same).
• The way it is advertised and promoted - e.g. features in the local press showing colourful paintings and sculptures created by local people; an annual art exhibition.
• Overall presentation - the way the leaflets look, how the centre is furnished and decorated.
• A successful brand must be strongly differentiated from those of competitors. A criticism of many of the cancer charities is that they do not have a strong enough identity of their own. They have failed to differentiate themselves from the others.

In traditional marketing a brand encompasses:

• Physical attributes (for perfume, its scent).
• Aesthetic factors (the design of a scent bottle).
• Rational elements (value for money, usefulness).
• Emotional elements (making the wearer feel attractive or glamorous).

How can you translate the elements of branding to your own products? The emotional element is very relevant for many charities. A strong brand is an asset. It cannot guarantee success, but it will tip the balance in your favour. Once it is developed, you need to work hard to maintain the brand value. If other charities start to copy what you do, you might find that you no longer stand out from the crowd. You must maintain your position as the biggest, the best, the smallest, the most caring, the most efficient, or whatever it is that you have built your brand around.

It's all in the name

Whether your product is the whole organisation, a particular campaign or appeal, or a service, it should have a name. That is part of its branding. Selecting the right name is vital. We take great care naming our children and pets. You should spend time selecting the right name for your product or service - one that is apt, concise and conveys the right image. The Coventry Charitable Trust for the Care and Support of Gentlemen of Limited Means might be descriptive, but it is hardly snappy. You might be forced to think about some re-branding activity such as changing the name or designing a new logo.

Find out more about other marketing issues and examples in the In more depth section.