Small and medium‐sized charities need a strong brand too: Crisis' experience

Abstract

Abstract This paper looks at the benefits and constraints for smaller charities of developing a strong brand image and identity. It focuses on Crisis' own example as a medium‐sized charity of defining, creating and building its brand over the past 18 months and seeks to summarise the lessons it learnt. The paper is based on a presentation given by the author at the Henry Stewart Conference Studies' conference ‘Creating a brand image and identity for charities’ .