Branding, Branding, Branding

By Jordyan Edmiston

My months working at Comic Relief have exposed me to an important value that is often overlooked when an organisation is busy focusing on its social mission – brand value. Comic Relief and its campaigns of Red Nose Day and Sport Relief are known by 98% of the British public. They are well known for many reasons, but most significantly because of the humorous way they grab media through their relationships with celebrities. The 20-strong PR team that sits directly behind me during campaign time is very good at their job!

Celebrity and media contacts are not resources that most organisations pushing for social change have at their disposal. I've learned that Comic Relief prides itself as a brand that uses its cultivated, high profile image to raise funds for charitable causes by means that most charities have no access to. Though most charities do not have the same access to media coverage, that doesn't mean it is not worth taking a hard look at what their brand image is worth and who would value it most. This can help an organisation ensure the message is well-received by those who most value what an organisation does as well as sharpen and focus its mission.

The three main stakeholder groups to whom I see Comic Relief's brand being accountable are the charities who receive the funds and their beneficiaries, the general public who is inspired to raise money, and the corporate partners that label their products as benefiting Comic Relief through a purchase donation. Red Nose Day and Sport Relief give corporate partners great media exposure during campaigns, but how much weight do the values of the Comic Relief brand carry with its corporate partners? A great deal, I hope. Certainly enough for big corporations to associate their name with us during 6 week campaigns. But enough to develop special sustainable products with us? Enough to switch to fair trade in their supply chain? I'm not yet sure, but during my time as an On Purpose Associate, I intend to find out.