Branding Secrets: A Guide For Social Enterprises To Make Your Impact Last

Starting The Cookie Project was more than setting up a business—it was the beginning of a mission to make a real difference in the lives of New Zealanders with disabilities.

We knew right from the beginning that in order for us to succeed in selling our products, our brand had to stand out and people needed to remember who we were and what we stood for.

This wasn’t about just another brand; it was about creating impact branding that people could connect with and carry forward.

The name The Cookie Project wasn’t just a name—it was part of our strategy to tell a story. Our goal was to tie the product (cookies) with the purpose (providing meaningful employment) in a way that was clear and memorable.

By designing our logo around our name instead of a separate icon, we reinforced that name consistently, making it simpler for people to recall.

This impact-first branding approach is something that I strongly believe can help other social enterprises find their voice and establish a lasting identity.

Why Naming Matters for Social Impact

The name of a social enterprise is often its first impression and one of its most enduring assets. For The Cookie Project, our name wasn’t chosen lightly; it was crafted to convey both our mission and our uniqueness in a way that resonates deeply with our audience. Here’s why our name works well and what other social enterprises might consider:

1. Clear Purpose

• A name that immediately suggests what the enterprise does and hints at why creates an instant connection. In our case, The Cookie Project makes it clear that we’re involved with cookies—but not just any cookies. This clarity helps audiences immediately understand our area of impact, setting a foundation for trust and engagement.

2. Relatable and Memorable

• Using a familiar term like "cookie" makes the brand approachable, relatable, and easy to remember. In New Zealand, we’re often asked, “Why ‘cookie’ and not ‘biscuit’?” During a radio interview, I told the host, "Cookie has a much warmer, friendlier tone—and besides, 'Cookie Monster' sounds a lot nicer than 'Biscuit Monster'!"
• The name "cookie" carries established positive associations, making it feel more inviting, playful, and universal—a quality we wanted for our brand.

3. "Project" as a Hook for Curiosity and FOMO

• The use of the word "Project" is deliberate and adds an extra layer of intrigue. Calling it a "project" suggests a journey or a mission with an evolving nature, hinting at an exciting story behind the brand. It creates a sense of curiosity, making people wonder, What’s the story behind this project?
• Additionally, "project" subtly implies that this is something people might want to support sooner rather than later, evoking a bit of FOMO (Fear of Missing Out) as they sense a limited-time opportunity. This sense of urgency can be a powerful motivator for engagement, inviting people to be part of a movement that feels dynamic and impactful.

Pro Tip: When naming your social enterprise, consider not only clarity and simplicity but also the emotional responses your name might evoke. Terms like "project," "initiative," or "mission" can add layers of meaning, piquing curiosity and subtly encouraging timely support.

Logo Design: Reinforcing the Name for Maximum Recall

Instead of opting for an abstract symbol, we chose to feature our name within the logo itself. This approach provides two key benefits:

1. Human Connection through the Three Faces

• Embedded within the word "COOKIE" are three smiling faces, each representing individuals who inspired us to create The Cookie Project. These faces aren’t just artistic elements; they symbolise the lives impacted by our mission, making the logo personal and relatable.
• By including this human touch, we invite viewers to see the people behind the brand and connect emotionally with our purpose. It’s a reminder that these cookies aren’t just treats—they’re changing lives. This design choice makes the brand feel approachable and genuine, giving customers a reason to remember and relate to The Cookie Project on a personal level.

2. Tagline as a Purposeful Reinforcement

• Below the logo, our tagline "Cookies That Change Lives" succinctly captures our mission, offering an immediate understanding of the brand’s purpose. Taglines are powerful tools in impact branding because they clarify the "why" behind the "what" in just a few words.
• For us, this tagline acts as a bridge between the product and the mission, making it clear to anyone who sees it that their purchase goes beyond indulgence—it supports fair and meaningful employment for people with disabilities. It’s a memorable, straightforward message that reinforces our brand’s identity every time the logo appears.

3. Colour Choice: Warm, Inviting Orange

• We chose orange intentionally, knowing it conveys warmth, optimism, and energy—all qualities we want our brand to embody. In the social impact space, orange stands out, providing a sense of joy and positivity that aligns with our mission to empower people with disabilities.
• Orange is a colour that’s friendly, inclusive, and eye-catching, inviting people into a brand experience that feels approachable and uplifting. Orange reinforces the supportive and hopeful environment we’re creating, drawing attention and leaving a positive impression on everyone who encounters the brand.

4. Enhanced Brand Recognition Through Name-Based Design

• Instead of opting for an abstract symbol, we chose a logo that incorporates our name, ensuring that customers don’t have to remember a separate icon. This decision simplifies brand recognition because every encounter with our logo is also an encounter with our name.
• For new brands, especially in the social enterprise space, removing the need for separate name and icon recall reduces cognitive load for customers, making the brand easier to remember. This integration strengthens brand recall and helps solidify our identity from the first impression.

5. Unified Message Delivery with Every Interaction

• By centering the logo around the name itself, we create a unified brand experience across every platform. Whether on social media, packaging, or promotional material, the name "The Cookie Project" appears prominently, reinforcing who we are and what we stand for.
• This consistency ensures that customers aren’t left trying to remember a disconnected icon and name. Every interaction with our logo becomes a reminder of our mission, reinforcing our story at each touchpoint and creating a stronger, more cohesive brand identity.

Pro Tip: For new social enterprises, consider designing your logo to align directly with your name. This reduces the cognitive load on customers and helps unify your visual identity from the start.

Language Consistency: Crafting a Memorable Elevator Pitch

When introducing The Cookie Project, we knew that having a straightforward and impactful message was essential. So, we developed an elevator pitch that’s easy to remember and powerfully direct:

"In NZ, 1 in 4 Kiwis have a disability, and their employment rate is only 22%. Some are paid as low as $2.30 an hour."

Starting with this statistic, we were able to connect people with the problem we’re addressing. This led into our mission:

"The Cookie Project is a certified social enterprise that generates fair and meaningful employment for Kiwis with disabilities by handcrafting award-winning artisan cookies."

Our pitch quickly became something that our supporters could share, helping us spread awareness through an impactful yet simple message.

Pro Tip: For social enterprises, an effective elevator pitch includes:

1. A Compelling Statistic or Fact: Ground your mission in reality to resonate with your audience.
2. A Clear Mission Statement: Succinctly state your purpose and impact.
3. A Call to Identity: Make your purpose something people want to align with and support.

Storytelling and Consistency: Building a Brand People Remember

Creating a brand that resonates goes beyond just a catchy name or logo—it’s about sharing a narrative that people can relate to and delivering that message consistently across every touchpoint.

At The Cookie Project, our brand’s story is rooted in the experiences of our employees, the barriers they face, and the ways we work to create fair and meaningful employment. By sharing these stories authentically, we connect with our audience on a deeper level, inviting them to be part of our mission.

Consistency is crucial here; it ensures that every interaction reinforces the same message. From social media to packaging, every touchpoint communicates our commitment to providing equal opportunities.

When customers encounter our story in different forms—whether through an elevator pitch, logo, or shared experiences—they’re reminded of the brand’s mission and values.

Pro Tips:

1. Highlight Real Stories to Build Trust: Use real stories that showcase the impact of your mission on the people you serve. This humanises your brand and makes your social impact relatable.
2. Maintain Consistency in Messaging Across Platforms: Ensure your mission and values come through in all channels—from your website to social media. A consistent message reinforces brand recall and strengthens customer trust.
3. Invite the Audience into Your Mission: Frame your messaging in a way that invites people to be a part of your story. Use inclusive language like “we” and “together” to foster a sense of community around your mission.

Final Thoughts

At its core, every choice we made with The Cookie Project—from our name to our message—aimed to strengthen our mission and make a lasting impact. For social enterprises, creating a brand that people remember isn’t about fanfare; it’s about staying true to a mission that resonates.

Ready to make a difference? If you're inspired to start your own social enterprise and want to build a brand that creates real impact, join my free online course, How to Start a Sustainable Social Enterprise. Pre-launch registration is now open—sign up today and learn how to drive meaningful change.

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Eric Chuah is a social entrepreneur and branding expert with over 20 years of experience in social impact and product innovation across the Asia-Pacific region. Known for his successful launch of The Cookie Project, a social enterprise empowering people with disabilities, Eric shares practical insights on building memorable, purpose-driven brands.