Charity Branding
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Charity Branding


Veteran brand consultants Ollie Leggett and David Crichton have distilled their 40+ years of combined branding experience into a practical, accessible guide to why, when, and how to successfully refresh, reposition or rearticulate your brand. Originally published in three parts, it's now been revised, restructured and redesigned into a single volume. Read on to find out more and request your copy.

Thier branding white paper explains the fundamental questions not-for-profit organisations should consider before embarking on a rebrand project, and how to translate your thinking into a living, breathing brand.

Many of IE’s clients come to us during a period of organisational change, and they’ve usually been tasked with urgently communicating these changes to the world – in order to deepen engagement, to drive up giving, to encourage volunteering, to attract more trust and grant funding, to improve talent attraction and retention, or all of the above!

Brand is rightly recognised as a tremendous asset – or a horrible liability – in these endeavours. And, whether it’s their first time, or they’re a seasoned pro, they’ve been appointed to lead a significant project that will demand every ounce of their time, their energy, and their resolve. It’s a journey that will be full of many highlights, and much anxiety.

And if that’s you – welcome. We’ve written this paper with you in mind.

It’s a story of why, when, and how to refresh, reposition or rearticulate your brand, written in plain English. It’s a story of brand victories, and brand disasters – and it’s a thoroughly honest account of what’s involved. We’ll outline every step of the project and list the potential perils and pitfalls.

Written with a primary focus on charities and the not-for-profit sector, the white paper is equally relevant to other values driven sectors like Education, Health and the Arts.

The Basics

  • What is a brand?
  • Why rebrand?
  • When to rebrand?
  • Should we change our name?
  • What about Vision, Mission, and Values?
  • Who should I involve?

Engaging the experts

  • Where do I start?
  • What does success look like?
  • How do I write a good brief? *
  • How much research is enough?
  • What about our website? **


Translating the brand

  • What’s Brand Architecture?
  • What messages should we be using?
  • Does it really matter what my brand looks like?
  • What’s the difference between a logo and a visual identity?
  • What if I hate it?

Launch and beyond

  • How do I launch our new brand?
  • How do I protect and police our brand identity?
  • How long before we need to do it all again?

You can request a copy HERE.