It is the 40th Anniversary of Woodstock this year.
I came across this clever copy on a piece of merchandise being sold to commemorate the event.
Setting aside my amusement at the idea of selling merchandise for Woodstock, I felt that the copy was really well written. But more than that I realized it sums up eloquently the role of a charity brand.
A charity brand should support the accomplishment of the charity’s aims.
This means that it shouldn’t interfere. Nor should it consume too much resource. But I believe that if a brand helps achieve anything positive for the organisation – even a more motivated and effective workforce…. then the brand has helped support the accomplishment of the charity’s goals.
This is hard to measure of course… which is why I believe charity branding exercises get such a bashing… but that doesn’t mean that branding shouldn’t be considered an important part of the mix.
A beautiful example of good charity branding I believe is Macmillan in the UK. The branding work they undertook remained true to the brand values the nurses themselves had already created.
Ever since, they’ve stepped out of the shadows of cancer and received the recognition they deserve.
