Pareto Fundraising Creative Director, Stuart Ghent, heads into the kitchen to cook up a not-for-profit branding storm and shares a couple of secret ingredients.

Talking about ‘brand’ is a lot like talking about Spaghetti Bolognese. Everyone knows roughly what you mean, but when fork comes to plate, you pretty soon discover that almost no-one shares exactly the same idea. “My mum used to add a pinch paprika.” “I prefer to use half veal and half pork mince.” “The trick is a little milk added right at the end. "A little parsley on top." "No, parmesan!"

Brand is the same. "Brand advertising is the stuff that doesn't feature a product." "Your brand is your logo." "It's the font you use." "Or the colours." "Or your photographic style." "Or your tagline." For me, the truth is your brand is all of these things. And more. It’s everything you are and everything you do.

As Jenny O’Donnell, Fundraising Director at WWF-Australia knows, the brand is so much more than the panda logo. The brand is their DNA: “Our brand inspires what we do,…

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