A new report from Aesop creative agency has looked at the top storytelling brands in the UK, and it’s really encouraging to see two charities in its top five.
Showing once again that the sector holds its own against the very best when it comes to branding, Help for Heroes is second only to Apple. And by coming fourth in the list, the National Trust did better than huge brands like Amazon, Facebook and Google.
The demographic breakdown is also interesting:
- Help for Heroes and the National Trust are the top two storytelling brands for women, but do less well among men.
- Help for Heroes is also the top brand among the over-65s, with National Trust, Macmillan Cancer Support and the British Heart Foundation all in the top 10. But – perhaps ominously – not a single charity makes the top 10 for 18 to 24-year-olds.
- Charities feature highly among the list of brands with a vision/mission, but don’t feature at all in the list of brands that people are intrigued to see what they’ll do next. Does this raise questions about how innovative we’re perceived as being?
Perhaps the message that comes through loudest from the report is that charities are way out in front when it comes to connecting with people in a meaningful way.
Charities account for six of the top eight brands that consumers have an emotional response. And all of the six brands considered to be most meaningful are charities.
There’s nothing particularly surprising in this. But it’s a useful reminder that while some companies may have marketing budgets that seem impossibly large, there are some areas where charity brands have a huge advantage over private sector ones.
And it’s significant that Help for Heroes, which has only been around for 10 years, comes out as the best-performing charity.
It shows it’s possible to develop an amazingly strong brand without a huge budget and in a relatively short space of time.