What is a brand?

A brand is a personality and an image with which an organisation’s stakeholders form a relationship. It is a clear expression of the organisation’s identity.

A brand is not just a look, a difference, a USP (unique selling proposition) or a logo.

Defining a brand

While defining a brand, an organisation must consider the following questions:

• What is the organisation essentially about?
• What are the values that set the organisation apart from other organisations?
• What is the organisation’s image or personality?
• How are the values and image reflected in the existing communication material?

A brand is expressed in following ways

• Name
• Strapline
• Logo
• Communication materials
• The staff!

Name

Ideally, the name should communicate the organisation’s work.

For instance, HelpAge, Tribal Health Initiative, Childline, Habitat for Humanity

Tips for deciding on a name:

• Find a name that’s easy to remember – Greenpeace
• Keep it brief– Avoid names like Eastern Railway Mixed,  Primary English Medium School
• Avoid long abbreviations – CECOEDECON

Strapline

A strapline is often used along with the name and/or logo:

• It describes or suggests the organisation’s work
• It can be an expansion of the name/ acronym

Some examples:

Compassion Unlimited Plus Action (Cupa)

Life with Dignity (NESA)

Enable the child to look beyond slums (Deepalaya)

Heal me, hear me, touch me, see me (Lepra India)

We believe in life before death (Christian Aid)

Logo

A logo is a visual representation of the organisation’s work or name.

A logo:

• may include a symbol, name and strapline
• should be simple and striking
• should be easy to recall

Communication materials

The brand finds expression in the communication materials an organisation produces, in the:

• colours and fonts used
• way in which photographs are used
• tone or style in which all the materials are written
• phrases used and are not used
• key messages

A style guide helps in achieving consistency in all of the above!

The staff

A brand is projected strongly when it is reflected in all the staff.

Make sure all staff understand the organisation’s values, vision and mission thoroughly. This will shape the way they work and behave.

A good brand sets an organisation apart!