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The challenge for charities and not-for-profits is to attach your brand to your mission. Here are a few tips to take into the kitchen.

This article was first published in October 2018.

Charity branding is a lot like 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 recipe. “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!"

Charity branding 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…
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