A strong charity brand comes from strong beliefs and values

Abstract

The commercial sector has largely dominated the approach of charities to branding. Yet many of the techniques used are inappropriate for charities. Charity brands should reflect the beliefs of the charity and, for this reason, the notion of beliefs is added to that of product and services marketing. A hierarchy of motivations is described that helps ensure that a brand is communicated more powerfully. Clarifying a charity's beliefs is the first step in creating a brand. A three-stage model for using those beliefs to create a brand is described, and the worked example of a fictitious charity is used to explain how the model works in practice.