It’s easy to overlook the importance of a strong brand. Branding isn’t just for large organisations – it’s a powerful tool for charities of all sizes, especially smaller ones.

Properly defining your brand can make a significant difference in how it is supported and embraced across the organisation.

Clearly defining your brand can make a real difference in how your charity is understood, supported, and represented across your organisation.

A brand book captures the essence of your charity and provides clear guidance on how to communicate it consistently. Rather than something intimidating, think of your brand book as your charity’s personality guide. It brings together your vision, mission, and values – the things that make your organisation unique.

Key elements of a brand book

We’ve created this practical set of guidelines to walk you through the key elements of a brand book and explain the purpose of each section. It’s designed to give you the confidence and knowledge to create a new brand book or update an existing one.

You will find guidance on:

• Why you need a brand book
• Vision & mission
• Core values
• Audience
• Tone of voice
• Key phrases
• Visual identity
• Imagery style
• Brand management

To download these brand book guidelines, simply click the button below, then save the file.