From Charles Kojo Vandyck: The last couple of years, my colleagues and I at WACSI [West Africa Civil Society Institute] have initiated passionate discussions about branding and its value added to strengthening the institute’s relevance, identity, cohesion and capacity. We have shared a lot of ideas about this intriguing subject; hitherto, a lot of us associated it with only for-profit businesses.
From our discussions, it is apparent that many of the successful CSOs we are associated with continue to use their brands primarily as a fundraising tool. However, we also recognise that it is important for CSOs to develop a broader and more strategic approach, managing their brands to create greater social impact and resilient organisational cohesion.
We have become truly passionate about branding because we strongly believe that CSOs especially community based organisations (CBOs) can benefit from having strong brands which can help them to tell their stories so that development partners support their organisations in a sustainable manner. An investment in branding can also stimulate a sense of trust from the general public and the civil society sector and that is beneficial to all of us.