Affinity’s Head of Strategy and Content, Stephen Bates, delivered a webinar today on how to create value through branding.
The session brought together senior directors from a broad range of charities across the UK and forms part of Cranfield Trust’s Learning & Impact Series with Morgan Stanley. The series provides management and leadership guidance to charities applying for the Impact Through Innovation Awards.
The webinar explored brand as a strategic asset that supports a charity’s wider goals. Stephen explained how a clear, distinctive brand can help organizations earn recognition and trust, strengthen their appeal to funders, and engage employees and volunteers.
He took participants through four stages of brand development: Discover, Define, Express and Activate. The framework connects an understanding of audiences and organizational strengths with clear positioning, consistent communications and the experiences people have when they encounter the charity.
The webinar also covered practical considerations for leaders: involving stakeholders, establishing ownership, prioritizing work within available budgets and measuring results. Suggested measures included fundraising performance, volunteer recruitment and retention, and the uptake of services.
A central message was that a valuable brand needs to be reflected in everyday decisions. What an organization promises must be supported by how it communicates, delivers its services and treats its people. Stephen closed with manageable next steps for clarifying purpose, tone of voice and visual identity.
The webinar continues Affinity’s support for Cranfield Trust, which began in 2021 when we became its pro bono strategic brand and communications partner.
Stephen Bates
Head of Strategy & Content
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