6 reasons why branding is essential for those doing good in the world

Not just for the corporates…

Brand identity for Women on the Rise - a consultant focussing on women’s impact

In today’s over-saturated world, standing out is crucial, especially for charities and mission-driven organisations. Branding plays a pivotal role in ensuring their message resonates with supporters and stakeholders and their impact grows. Today, let’s explore why branding is essential for charities and mission-based businesses, and how it can contribute to your impact.

ONE Builds Trust and Credibility

It’s safe to say that branding is the foundation of public trust. Charities and mission-based businesses often rely on donations, grants, and community support. A professional and consistent brand sends a clear message: “We’re legitimate, reliable, and here to make a difference.”

Take Who Gives a Crap toilet tissue, for example. Would this brand be as successful if its branding wasn’t memorable? Their cheeky, unexpected name and graphic packaging, are essential to what draws in their audience to not only buy their toilet paper but to then learn about their social impact of donating 50% of profits to clean water and sanitation non-profits. It’s a master class in successful branding that a brand with a semi-swear word in its name is so well-trusted. 

Without strong branding, organisations risk appearing disorganized or untrustworthy, which can deter potential supporters. A well-designed logo, consistent colour scheme, and unified messaging assure donors that their contributions will be used wisely.

A company or charity with a polished and recognizable brand identity is more likely to secure partnerships and funding. On the other hand, a charity with inconsistent branding may struggle to gain the same level of trust, even if its mission is equally important.

TWO Differentiation in a Crowded Market

With thousands of charities and social enterprises vying for attention, branding helps differentiate your organisation. It allows you to highlight what makes your mission unique and why supporters should rally behind your cause.

For instance, if two environmental organisations both aim to combat climate change, the one with a compelling brand—through a striking logo, engaging stories, and a relatable voice—will likely attract more supporters. Effective branding tells people, “This is who we are, and this is why we matter.”

THREE Creating an Emotional Connection

Humans are emotional beings, and branding has the power to evoke strong feelings. Mission-based organisations thrive on emotional connections, as their supporters are often motivated by shared values and a desire to make a difference.

Consider the brand identity I created for a Scottish heritage-focused hospitality brand. Through evocative imagery of misty highland landscapes, tartan patterns, and storytelling that highlights traditional Scottish customs, we aimed to create a deep emotional connection with guests. By incorporating elements such as a warm colour palette based on local landscapes, the brand identity fosters a sense of belonging and pride in cultural heritage. Further down the line, this emotional resonance could work to encourage guests to book stays, attend cultural events, and share their experiences, creating brand advocates who spread the word organically.

In contrast, a brand with no clear inspiration and ties to the local area may struggle to evoke the same level of passion and connection, even if their brand is just as successful.

FOUR Improved Visibility and Recognition

Branding makes your organisation instantly recognizable. Think of major charities like the Save the Children or World Wildlife Fund (WWF). Their logos and visual identities are so well-established that they’re immediately associated with their missions.

For smaller charities and mission-based businesses, establishing this kind of recognition may seem daunting but is entirely possible with consistent branding. A strong visual identity, including a memorable logo, cohesive typography, and distinct imagery, ensures that your audience will remember your organisation and its purpose.

One way to improve visibility is by using branded merchandise, such as t-shirts, tote bags, or stickers, that supporters can wear or display. This not only increases brand awareness but also turns your supporters into walking ambassadors for your cause.

For Project Giving Back, I designed a new set of tote bags that became instantly recognizable as they were handed out at the RHS Chelsea Flower Show in London. Over 10,000 bags were given away for free and helped bring awareness to a fairly unknown brand. 

FIVE Consistency

Inconsistent messaging or visual design can confuse or alienate potential supporters, partners and clients. Branding ensures that every interaction—whether it’s through your website, social media, events, or email campaigns—feels cohesive and aligned with your mission. Trust is built and retained when you can demonstrate professionalism through your communications and outward-facing materials. 

For example, if your website has a sleek, modern design, but your flyers and social media posts feel outdated or cluttered, it can create a disconnect. Consistency builds familiarity, which in turn fosters trust and loyalty. See the branding and delivery for Project Giving Back below. I utilised the existing brand identity across all touchpoints to create a consistent look and feel - from the signage at the RHS Chelsea Flower Show to their social media, to print materials and museum exhibitions.

Creating a brand style guide can help ensure consistency. This guide should outline your logo usage, colour palette, typography, and tone of voice to ensure that everyone on your team represents the brand consistently. If your brand style is done well with professional designers and brand experts (ahem!), it can be used for years to come, creating a good return on investment. 

SIX Enhancing Digital Presence

In today’s digital-first world, having a strong online presence is non-negotiable. Branding is the cornerstone of this presence, ensuring that your website, social media profiles, and email communications align with your mission and values.

A professional, branded website not only helps you reach a wider audience but also provides a platform to tell your story, share updates, and collect donations. Similarly, consistent branding across social media platforms helps increase engagement and grow your community of supporters.

Engaging content, such as videos, blog posts, and infographics, can further enhance your digital presence. Ensure that your content reflects your brand’s personality and values.

Conclusion

Branding is not just for corporations or consumer products; it’s a critical tool for charities and mission-based businesses to amplify their impact and create consistency. A strong brand builds trust, fosters emotional connections, and sets your organisation apart in a crowded market. Whether you’re aiming to raise funds, attract volunteers, or inspire advocacy, branding is the key to unlocking your full potential.

If you’re ready to elevate your organisation’s branding, I’d love to help you create a visual identity and messaging that truly tells your story. Let’s work together to bring your vision to life!