We’ve produced communications materials for a wide range of non-profit organisations (that’s the kind of work we do!). It always surprises me how disorganised their identities are –  often poorly supplied logo files and poor visual documentation. Sure, we understand that many non-profits have tight budgets, but a little invested in the organisation’s key visual indicator can pay off dividends. It’s not just about looking good though – it’s about communicating effectively – something that has become increasingly important for non-profits in a message-saturated mediascape.

Three key ways to support your organisation’s image through brand use are:

Keep it consistent. Inconsistency looks messy and projects an image of a disorganised organisation. Consistency is about knowing what you’re communicating and to whom, and keeping the message on-target – and the same each time. If you’re not keeping your message clear and consistent you end up diluting its impact and confusing your audience.

Use a style guide. This is simply a document that acts as a template for how your logo, fonts, colours, images and application should be used. It helps keep things looking consistent. Many clients we’ve worked for had a logo but no information on how it should – and shouldn’t – be used. The result is often a random array of application. Developing a style guide is not difficult and will help you be more effective in the long run. Download an example of a simplified style guide.

Know when to DIY and when not to. A style guide can also include templates for basic in-house production of items. This means you can still do it yourself AND keep it consistent (great!). However, we see clients trying to produce important external communications themselves – often in Word! If it’s important, believe me, you’re better to hire an expert and get in done right – using the right tools. The end result is going to be much more effective in looking good, getting the message across – and getting the intended results.