Charity branding: who do you think you are?

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You’re browsing online and you see a red heart, what does this make you think of? What about a yellow bear? Or a red nose?

As charities, we want our brand to be instantly recognisable to the point your audience see it and immediately think of your mission, services and campaigns. It’s what we all strive for, but it often isn’t as easy as some of the larger charities make it look. Auditing your brand regularly can give you the opportunity to assess how it is connecting with your audience and the rest of your organisation. As we grow, change and adapt, our brand should too. For some charities, this might mean a re-brand, while for others it will mean understanding how to better represent and align your existing brand image online. There’s more to it than nice logos and bright colour schemes, you need to think about budget, strategy, your goals and your audience.

During 2020’s lockdown, Blood Cancer UK launched a new brand to better reach, engage and support people affected by blood cancer. Understanding the new environment and knowing their audiences needed help now more than ever, they changed their launch plans, prioritising digital communications and engagement. As a direct result, they gained more supporters and more engagement than ever before. Their emailable contacts grew by 31%, social media audience grew 7.7% on the previous year (a rate of growth 82% higher than the previous year), and their social engagement soared by 354%.

In this session, Blood Cancer UK will be taking you through their re-brand: how they harnessed the power of digital to reach new audiences, and what they learnt along the way. Expect the session to cover:

• Launching a re-brand on a low budget
• How they used paid social advertising to achieve their fundraising and brand goals
• How to be agile and audience-led when it comes to brand image
• The impact of their re-brand one year on
• What they learnt launching during a pandemic

Who is this session for?

• Those with a mid - high level understanding of digital marketing
• Large (£1-£10M income) - Supermajor (<£100M income) sized charities
• Those working in Marketing, Social media or Communications job roles as Manager, Head of, Director, Consultant or Trustee/Board