Brand the Change: The Branding Guide for social entrepreneurs, disruptors, not-for-profits and corporate troublemakers

‘We are a fashion company that believes ethical is the new status quo. We are in competition with the companies that produce cheaply in China under disgraceful conditions. That is the market we are taking over.’

‘Most starting fashion brands will reinvest 50% of a month’s revenue back into branding and marketing for the next month, over the course of three years in order to gain a foothold in the market.

some new customers may think we’re smaller than we actually are, and therefore have trust questions over Sugru as a product:

there is no difference between the brand and the business.

‘People often see branding as something that has a beginning and an end. In most organisations there’s a brand project and when it is considered done they move on to other things. Because we fundamentally positioned brand as how people think and feel about us, it’s never done, it’s constantly evolving.’

‘Everyone is responsible for the experience that we offer, and therefore they are directly influencing how people think and feel about us. The brand is now completely embedded in everything we do.’

‘We define branding as how people think and feel about us,’

Their Coffee Mornings help people gather over coffee and donate the cost of their cuppa to Macmillan in the process. Nights In are intimate fundraising events people can organise with their friends.

the not-for-profit sector has been slower to embrace the role of branding than the commercial sector has.