When it comes to the public perception of your organisation, create a brand that resonates with the right audience. A logo isn’t just a picture to represent your organisation. Case In Point Design’s Zoe Sizemore describes it as a "communication tool".
"Good marketing is all about repetition. It takes eight touch points to make a sale. So, if someone sees your brand – even for a couple of seconds – you want to create a feeling of connection that generates trust. Your brand gives your business a voice and a personality.”
That could be all it takes for a new client or donor to choose you.
Keeping your brand consistent is another way to boost your perceived value. “If people create a logo with random fonts and colours, it doesn’t look professional. You need imagery that’s consistent across all your marketing. It’s my job to think about how your brand looks on all the platforms – from a long website banner to a small circular profile picture.”
It’s not about using your favourite colour, but choosing a logo concept that works best for its function.
“When we’re designing, we’re thinking from the customer’s point of view, not the business owner’s,” explains Zoe. “Engaging your target audience is the most important thing.”
Keep your values and mission statement in mind when thinking about your branding so that shines through.
Why not use us as a sounding board for ideas on your branding?
"Great overview, very interesting to see it all broken down." "I will implement the knowledge and share it with my non-profit committees. I look forward to attending the next workshop"
