What’s in a logo? How investing in branding can improve research impact

As research programme and project budgets are becoming increasingly stretched, is can seem difficult to rationalise spending ￡2,000 to ￡7,000 on developing a snazzy logo or brand guidelines. “We’re not commercial businesses, we just want to get our research out there,” is a common adage within the research community. However, increasing evidence – as well as my personal experience working on research programmes that invested in branding upfront – shows that an eye-catching logo and a coherent brand identity pays dividends when it comes to reaching target audiences down the line.

What actually is a ‘brand identity’?

Comms jargon can sometimes feel like smoke and mirrors, and it is important to ensure that everyone is on the same page when using terms like logos, brand identity, brand guidelines, and the like. A “brand identity” isn't necessarily a high-cost, ultra-professional thing; it simply refers to the look and feel of a brand. It's about how a brand presents itself visually and the overall vibe it conveys. This includes elements like logos, colour schemes, fonts, and the tone used in communication. In essence, it's the personality of the brand—the visual and stylistic choices that make it recognisable and consistent. Developing this doesn't always require a major budget; it's more about thoughtful and intentional choices that resonate with the values and goals of the research programme.

Why do research programmes need brands?

When we traditionally think about brands, we think about big corporations that invest millions in branding and marketing, like Coco-Cola and McDonald’s. However, in an increasingly saturated research landscape – where a myriad of information is available and it’s difficult to distinguish reliable sources of evidence from the noise – being able to present your research in a coherent and easily identifiable way creates both visibility and credibility. As such, there are four key reasons that a brand can help a research programme improve the impact of its work:

1. Recognition: Amid a lot of research, it's important to be noticed. A recognisable brand makes a programme easy to identify. Like a familiar logo, a well-designed research brand boosts visibility and helps the programme get noticed.
2. Credibility: In a field where trust matters, having a professional and consistent brand shows that your research is reliable. A well-established research brand adds a touch of professionalism, showing that the research is done carefully and accurately.
3. Coherence: Research programmes create different kinds of outputs, like reports and multimedia content. A clear brand ties all these things together, making sure there's a common thread. By visually and thematically connecting the programme's work, a brand makes it easier to talk about the research and its impact.
4. Accessibility and relatability: Research is for a wide audience. A brand made with this in mind makes the research easy to understand and relate to. Understanding the people you're talking to allows the brand to speak directly to them, making it not just about understanding, but also actively engaging with the research programme.

?It is important to note, too, that developing a brand identity is not necessarily appropriate for every research project or programme. The decision to adopt a distinctive brand should be strategic, often aligning with the scale and scope of the initiative. For large, multi-year programmes generating a number of outputs across diverse themes, establishing a recognisable and cohesive identity becomes crucial. In such cases, a well-crafted brand can effectively unify various activities under a common umbrella. On the other hand, smaller research projects might find it more practical to leverage their institutional branding. This approach can offer a streamlined representation, especially when the outputs are more focused, and the overarching programme identity may not be as critical. Thus, the choice to develop a brand identity should be driven by the specific characteristics, objectives, and diversity of outputs associated with each research initiative.

Is there any Return on Investment for the cost of developing a brand identity?

While the upfront cost may seem unnecessary, investing in brand development upfront is a strategic investment which actually saves time and money down the line. Establishing a recognisable brand early on streamlines the process, enhancing efficiency during the publication of research outputs and dissemination phases. A strong brand reduces confusion, boosts audience engagement, and accelerates the uptake of your research findings, ultimately saving time and resources.

As well as this, the benefits of a well-defined brand may be evident how it enables valuable partnerships, attracts funding opportunities, and fosters collaborations. It enhances the perceived value of the research programme, contributing to increased recognition and broader impact within the field. Additionally, a compelling brand fosters a sense of belonging among stakeholders, creating a community around the research that encourages dialogue, knowledge sharing, and broader dissemination.

Where to get started

Embarking on the brand development journey lays the groundwork for communications across the research programme’s lifespan. Seeking guidance from research communication colleagues is vital, as their expertise can help navigate the intricacies of branding strategies. Ensuring a dedicated budget for branding and communication in the research proposal is equally crucial, and ensures there are adequate resources set aside to invest in amplifying the programme’s reach.

As you delve into brand development, investing time in audience research and implementing feedback loops becomes key. Actively involving the audience—whether through surveys, interviews, or focus groups—provides valuable insights into their needs, preferences, and pain points. This hands-on approach isn't just a formality; it's a compass guiding the tailoring of the brand to align seamlessly with audience insights. This alignment is what ensures resonance and relevance in the broader landscape of research communication.

It's essential to remember that a brand is more than just a logo; it represents the soul of the research. Crafting a brand for a research programme isn't mere window dressing; it's a strategic move that significantly enhances visibility, credibility, and impact overall.