Branding is one of the most
important aspects of any business, large or small, retail or B2B. An effective
brand strategy gives you a major edge in increasingly competitive markets.
It is the process of developing and
using images and words, such as slogans and logos, to create an identity for
your organization. An identity is the expression of the core values of your
organization and the essence of who you are, what you do and why it matters. A
character is imparted and strengthened after some time through the reliable
redundancy of design, messages and other visual components. This visual
personality helps individuals recognize your association from others and
imparts confide in your reason. This trust brings about more prominent
validity, impact and raising support power. It is regularly misjudged that
marking is extravagant. Despite what might be expected, any association can
utilize marking to pick up perceivability and persuade supporters of their
association's qualities. The following are some fundamental tips on the most
proficient method to do that.
Marking is not constrained to making a
visual personality; it begins with composing your central goal, vision and
qualities. Begin with a legitimate examination of the accompanying:
Profile
Who you are, what you do and
why it’s important. Summarize your mission in one sentence.
Target audiences: who you are trying
to reach, help or influence. What language do they speak?
Perceptions
How you are perceived,
how you would like to be perceived, how you are different, better or more
investment-worthy.
Key messages
What you want your target
audiences to know. Look at your NGO from your beneficiaries’ point of view. To
get at their feelings and personality ask yourself, If your NGO had a
personality, what would it be? Think about a few key adjectives. These
adjectives will help you think more creatively about your visual identity.
Once your goal, vision and qualities
are situated, pass on them to a visual creator to change these into a visual
representation that is the center of your visual character.
Visual components of character Visual
components are a noteworthy piece of your association's personality outline.
They give your NGO perceivability and "conspicuousness." Your
recipients will specifically interface these components to your association.
Case in point, when you see a logo of a brand, Nike for instance, you
straightforwardly relate it with the sportswear brand. It's the same case with
your association; the more your logo is unmistakable on your distributions,
boards, and different materials, the more individuals will perceive your NGO.
Your visual personality ought to incorporate the accompanying components:
1. Logo or logotype
A logo is a
graphic symbol, whereas a logotype is just the words in the name of your
organization or campaign set in a specific, fixed way. These elements should be
professionally designed. Remember, your logo should always be used consistently.
It should not be stretched and colors should not be modified. Think of having
digital files of high-quality variations for different placement and usage. For
example, you may need color and black and white variations and versions for
horizontal and vertical applications. It’s important that they all have the
same essential elements (colors, font, etc.). When designing your logo,
consider what images might represent your organization or use the adjectives
that describe the character or personality of the organization that you want to
project.
2. Color palette
Colors are one of
the most instantly recognizable elements of your visual identity and promote a
strong non-verbal message on your organization’s behalf. A color palette is
usually defined by the key colors in your logo. Often logos include one or two
colors only, although some are more complex. Opt for a two-color logo for
cheaper printing costs. Pick other colors in addition to the colors in your
logo. These colors should complement the colors of your logo, and can be
included in your stationery, newsletter, brochures, and website design. You can
pick these using available color swatch books.
3. Typefaces
Choose just a handful of
fonts to be used in your printed materials. Make sure that these fonts are
available on all the computers that will be used to create these documents. You
can also have a standardized typographic identity that includes ways of styling
your text such as a consistent style of headlines or pull out text.
4. Consistent style for images and
graphic elements
You don’t need to use the same photos in all of your
publications, but all imagery should have a consistent look and feel. You don’t
need to use photos! You can also use line art, illustrations or just charts and
graphs. Whatever you choose, use a consistent style in all materials, whether
printed or online
Why branding is important Branding
will help you:
• Make a name for your organization
and state that it exists
• Communicate your mission
persuasively
• Recruit and retain new members
• Earn the trust and confidence of
your beneficiaries, local leaders and donors
• Improve your organization’s ability
to attract funding and serve more beneficiaries • Enhance your NGO’s
sustainability
• Enhance your profile among decision-makers
• Create more effective marketing
materials
• Take ownership of events you conduct
or co-sponsor (Be aware that when you agree to add your logo to an event or a
campaign, you are adopting the messages of this event. Make sure you agree with
the message of any event that you sponsor.)
Branding your campaign Branding for a
campaign follows the same guidelines as branding an organization. However, also
remember the following tips:
• A campaign should have a unified
logo. This logo should be visible on all publications and should be used by all
the campaign partners.
• Your logo should speak for your
campaign. According to Rony Al Assaad, coordinator of the Civil Campaign for
Electoral Reform, “People read the picture and look at the text.” Use a powerful
illustration!
• Think about catchy slogans: consider
something that rhymes but still makes sense and is easy to remember.
• When branding, make sure all
partners have their logos equally visible (all logos should be displayed in the
same size).
• Do not forget to give credit to your
donor by including its logo on all materials. Follow their graphic standards
manual to ensure you are marking items properly
Studies show that people remember
10% of what they hear
20% of what they read
80% of what they see
Marking to meet contributor
necessities Most giver organizations presuppose having their logos shown on
materials or occasions inside undertakings they subsidize. Consenting to check
your items with the giver's logo together with your logo recognizes who
reserves your task, fortifies the relationship in the middle of implementer and
benefactor, and credits the benefactors for making this specific venture
conceivable. In any case, there are circumstances when applying a contributor
personality component may be wrong, for example, when it outrages the
neighborhood social or social standards or reasons expanded security hazard for
staff or recipients. Talk about any concerns you may have with the benefactor,
who will probably concur that it might be best in these cases to forgo marking
