Volunteers and brand consistency: this is how you keep a grip on your corporate identity
Volunteers are indispensable for many foundations, associations and social organizations. They provide engagement, reach and support. But those who work with volunteers also know that control over communication and corporate identity is often limited.
A volunteer makes their own poster for a local event. Someone else is designing a flyer in Word. And with the AI tools that everyone has at their disposal, it has become completely difficult. A social media post is quickly placed with an outdated logo or an image of your choice. All well intentioned — but not in accordance with the guidelines. And that creates a fragmented and unprofessional image of the organization. We have various clients who often work with volunteers, from museums to charity organizations, and we all face the same challenges.
Why brand consistency among volunteers is extra vulnerable
Volunteers often work independently, at different locations and at their own pace. They are not always fully integrated, use their own tools and are not always aware of the importance of a consistent appearance. And although volunteers do unpaid work, the following still applies: being a volunteer does not mean that everything is voluntary — certainly not when it comes to how your organization presents itself to the outside world.
Volunteers represent the brand just as much as paid employees. So it is important that they work with the right tools and within clear frameworks.
The risks of inconsistent communication
When each volunteer communicates in their own way, a variety of brand expressions are created. This leads to:
- Confusion among your supporters or target group
- Decreased recognition of your organization
- Unprofessional appearance towards partners and subsidy providers
- Frustration with the communication or management team
Especially when it comes to fundraising, collaboration and public visibility, a recognisable and reliable brand is extremely important!
Five practical measures to keep a grip
1. Put everything at the center of an accessible digital brand book
Volunteers can only do well if they know where to find the right materials. A digital brand book is a central, accessible online environment that includes:
- The logo and the right variants
- Colors, typography, and tone of voice
- Examples of posters, social media and presentations
- Downloadable templates
This way, no one has to gamble or design anything themselves. See how we approach this with us digital brandbook where we manage the entire corporate identity online so that everyone can access it anywhere, anytime.
2. Provide ready-to-use templates
Make it easy to apply the corporate identity correctly, for example with:
- Flyers in editable format
- Social media templates
- PowerPoint templates
- Ready-to-use headers, footers, and email texts
Templates provide speed, consistency and convenience. And convenience is something you want all your volunteers to do! Their time is valuable and you want to cherish them.
3. Give a short introductory training
Don't expect extensive training programs from volunteers. But a short introductory training — for example in the form of a video or e-learning — works great.
Here you explain:
- What your organization wants to radiate
- How the corporate identity works
- Where to find materials
- And above all: why it's important that everyone follows the same line
Ambasco also develops e-learning content and can help integrate it into your existing systems.
4. Create a visual cheat sheet
Not everyone reads comprehensive manuals. A visual summary on one A4 — with the right logo, colors, fonts and examples of correct application — is easy and effective. Handy for sending digitally or physically hanging up at locations where volunteers are active.
5. Appoint a point of contact for each team or region
A fixed point of contact for brand questions helps to keep order without having to control everything centrally. This person can support volunteers, provide feedback on material, and ensure that the right tools are used.
Conclusion: committed volunteers deserve clear frameworks
Volunteering is about commitment and enthusiasm — but that doesn't mean everything has to be done by feeling. A professional appearance is also very important for social organizations. By making the brand centrally available, keeping its use accessible and involving volunteers in the interest of consistency, you make each volunteer an ambassador for your brand.
With a digital brandbook, practical training and smart support, you lay the foundation for a strong and recognisable brand, even if dozens of people are building it at the same time.
Do you want to know how Ambasco approaches this for organizations with volunteers?
Contact us for an introduction or check out our approach to the digital brand book.
