Sharing some learnings and reflections on crafting a powerful non profit brand identity from scratch – a 6 year journey of maintaining a strong brand

Seven years ago, when RCL FOODS was planning to establish a foundation, I was the sole person responsible for communications with two individuals assisting me in managing corporate social investment (CSI). We explored other foundations for inspiration and I recall being amused after a meeting where another foundation we visited had a dedicated team of four people handling foundation communications full time. Today, as I reflect on The Do More Foundation journey, I am immensely grateful for 10 key factors that I believe have shaped our brand identity and our foundation's communications:

• We chose a distinct name: We fought for a foundation name that was not directly tied to our corporate founder RCL FOODS . This decision has allowed us to welcome other partners and funders into our vision.
• We chose a catchy brand name: Despite initial doubts and apprehension, we opted for a name that proved to be catchy. Now, when people discuss our foundation, they instinctively find themselves mentioning??the need to #domore, highlighting our impact.
• We have pedantically ensured consistent messaging: Drawing from my background in communications, we have ensured consistency in our messages. This coherence has been instrumental in building trust and understanding among our stakeholders.
• We focused on brand recognition: Leveraging my branding expertise, we crafted a brand that is not just visible but also memorable. This recognizable identity has set us apart and made us easily identifiable.
• We knew that trust and credibility is essential in the non-profit space: A strong brand instills trust and credibility among stakeholders. By maintaining consistent branding, we have built a sense of reliability, making people more likely to engage with and support our vision and be part of our journey.
• We needed to stand out in a crowded non-profit space: In a world saturated with information, our unique brand identity has set us apart. We had to find a way to stand out amidst the noise, we had to make it easier for funders, partners, and beneficiaries to identify and remember our focus and vision.
• We have invested in creating a brand that emotionally connects with people: We know that a brand has the power to evoke emotions. Through our communications and strategic branding, we have attempted to create a deep emotional connection with our audience. We know that we have a long way to go and are excited about our plans which will be revealed in the coming months.
• We realized the critical value of partnerships: A well-defined brand identity makes collaborations and partnerships more attractive to potential supporters. We have used our communications to showcase our organization's values, making it easier for like-minded stakeholders to align with our vision and partner with us to achieve a common purpose.
• We have a brand identity that, while consistent, allows flexibility: A robust brand identity provides a stable foundation for an organization, allowing it to adapt to changing times while maintaining its core values. I believe that we have created a brand identity with longevity, with the long term in mind for a lasting impact.
• We have a grounded and passionate comms team: I am proud of our dedicated communications team, ably led by Cara Goschen . Their passion and talent have been instrumental in shaping the incredible brand we have become. I am also extremely grateful for the passionate support and commitment from The Hardy Boys - A VML Company who were instrumental in our branding and comms development - it helps to have the support of a leading marketing organisation.

The image I have used with this article showcases less than a year's worth of posts from our Instagram page. I am exceptionally proud of the impactful brand that we have created, cultivated and nurtured, and I look forward to reflecting on our journey in the years to come.

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