effectively brand/create an identity for your nGoBranding is the process of developing and using images and words, such as slogans and logos, to create an identity for your organization. An identity is the expression of the core values of your organization and the essence of who you are, what you do and why it matters. An identity is communicated and reinforced over time through the consistent repetition of graphics, messages and other visual elements. This visual identity helps people distinguish your organization from others and instills trust in your cause. This trust results in greater credibility, influence and fundraising power. It is often misconceived that branding is expensive. On the contrary, any organization can use branding to gain visibility and convince supporters of their organization’s values. Below are some basic tips on how to do that.

Things To considerBranding is not limited to creating a visual identity; it starts with writing your mission, vision and values. Start with an honest appraisal of the following:

How to

• Profile: who you are, what you do and why it’s important. Summarize your mission in one sentence.• Target audiences: who you are trying to reach, help or influence. What language do they speak?• Perceptions: how you are perceived, how you would like to be perceived, how you are different, better or more investment-worthy.• Key messages: what you want your target audiences to know. Look at your NGO from your beneficiaries’ point of view. To get at their feelings and personality ask yourself, If your NGO had a personality, what would it be? Think about a few key adjectives. These adjectives will help you think more creatively about your visual identity.

This logo is comprised of two individuals and tree leaves, while the logotype is the name of the organization. In this example, it’s Shajar w Bashar which is Arabic for Trees & People. The designer has used a color palette of two colors, blue and green.

Once your mission, vision and values are set, convey them to a graphic designer to transform these into a visual representation that is the core of your visual identity.

Visual elemenTs of idenTiTyVisual elements are a major part of your organization’s identity design. They provide your NGO with visibility and “recognizability.” Your beneficiaries will directly link these elements to your organization. For example, when you see a logo of a brand, Nike for example, you directly associate it with the sportswear brand. It’s the same case with your organization; the more your logo is visible on your publications, billboards, and other materials, the more people will recognize your NGO. Your visual identity should include the following elements:

1. logo or logotype. A logo is a graphic symbol, whereas a logotype is just the words in the name of your organization or campaign set in a specific, fixed way. These elements should be professionally designed. Remember, your logo should always be used consistently. It should not be stretched and colors should not be modified. Think of having digital files of high-quality variations for different placement and usage. For example, you may need color and black and white variations and versions for horizontal and vertical applications. It’s important that they all have the same essential elements (colors, font, etc.). When designing your logo, consider what images might represent your organization or use the adjectives that describe the character or personality of the organization that you want to project.

2. color palette. Colors are one of the most instantly recognizable elements of your visual identity and promote a strong non-verbal message on your organization’s behalf. A color palette is usually defined by the key colors in your logo. Often logos include one or two colors only, although some are more complex. Opt for a two-color logo for cheaper printing costs. Pick other colors in addition to the colors in your logo. These colors should complement the colors of your logo, and can be included in your stationery, newsletter, brochures, and website design. You can pick these using available color swatch books.

3. Typefaces. Choose just a handful of fonts to be used in your printed materials. Make sure that these fonts are available on all the computers that will be used to create these documents. You can also have a standardized typographic identity that includes ways of styling your text such as a consistent style of headlines or pull out text.

4. consistent style for images and graphic elements. You don’t need to use the same photos in all of your publications, but all imagery should have a consistent look and feel. You don’t need to use photos! You can also use line art, illustrations or just charts and graphs. Whatever you choose, use a consistent style in all materials, whether printed or online.

did you Know? definitions for Successn vision: Your vision outlines what your organization wants to be, or how it wants the world in which it operates to be. It is a long-term view and concentrates on the future. For example, the Youth Economic Forum (YEF) that promotes public policy has a vision statement that reads, “Citizenship Means Involvement in State Affairs.”

n Mission: Your mission defines the fundamental purpose of your organization, describing why it exists and what it does to achieve its vision. For example, YEF has the following mission statement: “The Youth Economic Forum aims to create a platform for dialogue on economic and social issues, with the purpose of encouraging constructive debate, promoting active involvement of the youth in economic policymaking, building confidence between youth and the public sector, and increasing oversight on the government and economic-policy making.”

n values: Your values are beliefs that are shared among the stakeholders of the organization. These values provide a framework in which decisions are made.

The logo of the Youth Economic Forum represents a quote bubble that highlights the mission of the organization: to promote dialogue and debate between youth and the public sector. The bubble is divided into two parts (in green and blue) to represent the two parties involved in the debate.

An identity is the expression of the core values of your organization, and the essence of who you are.

Branding is not limited to creating a visual identity; it starts with writing your mission, vision and values.

When designing your logo, consider what images might represent your organization.

You don’t need to use the same photos in all of your publications, but all imagery should have a consistent look and feel. Why branding is imporTanTBranding will help you: • Make a name for your organization and state that it exists• Communicate your mission persuasively • Recruit and retain new members

a word to remember!

Consistency: Using the same visual identity throughout all of your organization’s materials will automatically make your materials look more coherent, credible and professional, through the repetitive use of consistent elements.

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addiTional resources:• Nonprofit Brand It: http://npbrandit.com/articles/nonprofit-best- practices/branding-basics-for-nonprofits/– An online source for nonprofit branding news • Role of Brand in the Nonprofit Sector – The website of the Houser Center for Nonprofit Organizations at Harvard University, with research reports, case studies and media clips www.hks.harvard.edu/hauser/role-of-brand.

did you Know? Viewers remember visual elements better than written elements. Studies show that people remember:10% of what they hear20% of what they read80% of what they see and doSource: The power of visual communication (http://www.hp.com/large/ipg/assets/bus-solutions/power-of-visual-communication.pdf)

• Earn the trust and confidence of your beneficiaries, local leaders and donors• Improve your organization’s ability to attract funding and serve more beneficiaries • Enhance your NGO’s sustainability• Enhance your profile among decision-makers• Create more effective marketing materials • Take ownership of events you conduct or co-sponsor (Be aware that when you agree to add your logo to an event or a campaign, you are adopting the messages of this event. Make sure you agree with the message of any event that you sponsor.)

branding your campaignBranding for a campaign follows the same guidelines as branding an organization. However, also remember the following tips:• A campaign should have a unified logo. This logo should be visible on all publications and should be used by all the campaign partners. • Your logo should speak for your campaign. According to Rony Al Assaad, coordinator of the Civil Campaign for Electoral Reform, “People read the picture and look at the text.” Use a powerful illustration!• Think about catchy slogans: consider something that rhymes but still makes sense and is easy to remember. • When branding, make sure all partners have their logos equally visible (all logos should be displayed in the same size).• Do not forget to give credit to your donor by including its logo on all materials. Follow their graphic standards manual to ensure you are marking items properly.

branding To meeT donor requiremenTsMost donor agencies require having their logos displayed on materials or events within projects they fund. Agreeing to mark your products with the donor’s logo together with your logo acknowledges who funds your project, strengthens the relationship between implementer and donor, and credits the donors for making this particular project possible. However, there are situations when applying a donor identity element may be inappropriate, such as when it offends the local cultural or social norms or causes increased security risk for staff or beneficiaries. Discuss any concerns you may have with the donor, who will likely agree that it may be best in these cases to refrain from branding.

“People read the picture and look at the text. - Rony Al Assaad, coordinator of the Civil Campaign for Electoral Reform

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Agreeing to mark your products with the donor’s logo together with your logo acknowledges who funds your project and strengthens the relationship with donor.

The logo of the Civil Campaign for Electoral Reform clearly illustrates the theme of the campaign, as the ballot is illustrative of elections.

n Your visual elements should be used consistently throughout your stationery set and marketing collateral, including envelopes, letterheads, business cards, memo pads, etc.

n Your logo should be printed on all the materials that you hand out to beneficiaries. It should be included on banners at each event you organize as well as on your website, Facebook page, YouTube account and any other social media.

n Your NGO members and staff need to have knowledge of the visual identity of their organization – not only the general reasons for using the visual identity, such as its role in enhancing the visibility and recognizability of the organization, but also the story behind the visual identity. Train your members on your corporate identity elements, tools and guidelines.

emphasized, given IndyAct’s reputation as one of the most advanced campaigning and lobbying organizations in the Middle East. The results were excellent: hundreds of candidates applied for a dozen places. This high level of interest enabled IndyAct to select a pool of bright, creative, and highly motivated individuals for the fellowship.

From the first day, the Eco Warriors had a feeling that they were part of something different and important. They quickly developed pride and a sense of belonging to the team. The project had its own logo, and the training manuals were branded and accompanied with Eco Warrior pens, notebooks, and stickers. The fellows also received limited edition Eco Warriors T-shirts and raincoats.

Professional branding and careful positioning prior to the launch of the project and during implementation contributed to the great success of the Eco Warriors project and the campaigns that they implemented in the following year.

“eco Warriors” branding modelNot only civil society organizations can have a visual identity – coalitions, campaigns and larger projects can all have their own logo as well. A logo will give a project its own identity and image and will make it easier to advertise, recruit participants, fundraise and announce achievements in the media.

In October 2011, NGO IndyAct launched a project called Eco Warriors, envisioned as a 10-month fellowship for a small number of pre-selected individuals with interest in activism. The fellowship was announced on the Internet, offering selected individuals with both top technical knowledge about various environmental topics (climate change, alternative energy, toxins, etc.) and with the best available skills in research, message development, and campaigning. The announcement was designed by a designer from IndyAct.

The NGO’s role in the fellowship was strongly

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