Branding: The Next and Final Frontier

Every charity I have ever worked with has invested time and resources in branding, rebranding or refocusing the brand. The challenge with all of this is the understanding of branding in the not-for-profit sector and what drivers the charity has behind wanting to put energy into the brand. This is a key area where silo structures and internal divisions come to the fore, as fundraising is very rarely the department or discipline that leads on branding.