How to build a powerful charity brand in five steps
Building a powerful brand isn’t just for big businesses — it’s one of the most valuable tools your charity has to build trust, attract supporters, and communicate your mission clearly. A strong brand helps people instantly recognise who you are, what you stand for, and why your work matters.
Whether you’re just starting out or looking to refine your existing brand, these steps will guide you through the foundations of building a clear, consistent, and compelling brand that reflects your purpose and amplifies your impact.
Follow these five steps to create a clear, consistent, and inspiring brand that strengthens your charity’s impact:
Step 1. Why your charity needs a brand book
Without a brand book, your charity faces several issues that can negatively impact both internal operations and external perceptions. This guide explores the potential impact on both internal and external impact.
Step 2. Why your charity needs consistent branding
Consistency is central to brand success. It’s a powerful tool that can build recognition, trust, and loyalty. This guide will help you understand how brand consistency can help your organisation across three major areas: building trust, recognition and recall and engagement and loyalty.
Step 3. How to write a vision and mission statement
A vision and mission statement are foundational elements for any organisation, including small charities.
This guide will help you understand what vision and mission statements are, the differences between them, and how to create effective ones for your charity.
Step 4. How to create impactful brand guidelines
Think of your brand book as your charity’s personality guide. It captures your vision, mission, and core values – the essence of what makes your organisation unique.
This useful set of guidelines explores the key elements of a brand book and explains the purpose of each section, equipping you with the knowledge to create or update your own.
Step 5. Empowering brand ambassadors
Brand advocacy involves leveraging the enthusiasm and commitment of volunteers, supporters, and beneficiaries to promote and champion your charity’s brand.
Learn what brand advocacy is, why it’s important, how to implement is and encourage participation.