The American Red Cross is one of the nation’s best-known and most-respected charities. Yet in today’s world, where the public is bombarded with information and calls for support, it’s more and more difficult to stand out and be remembered. Consequently, it’s more important than ever that we present our organization consistently.
American Red Cross Brand Standards
We can do this by presenting the same brand identity. With the help of internal and external experts, we have developed a book of easy-to-use brand standards. These standards cover all aspects of our identity: message, voice and tone and appearance. They provide a way for us to make all our communications sound and look as if they are coming from the same organization— and save money and time while we do so.
Adopting these standards will help us strengthen our identity and improve our visibility. They will help make American Red Cross communications clearer, more powerful and more effective.
Presenting a unified, consistent brand to the public will help enhance our credibility, heighten awareness of all we do, strengthen relationships with our donors and volunteers and ultimately allow us to reach and help more people. That is why I believe we must adopt these standards.
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