Practical Takeaways: Building a brand that belongs to your audience

By Morris Hargreaves McIntyre

SUMMARY

Debbie Spence, a Director at Morris Hargreaves McIntyre walks us through a range of practical takeaways to navigate building a brand that belongs to our audience.

Brand-building is often treated like a comms clean-up. A lick of paint. A new logo. But as we learned working with NCO, the real work lies in shifting mindsets and behaviours across the organisation.

This isn’t about shouting louder. It’s about making sure the people you serve recognise themselves in everything you do.

Here’s what the NCO journey offers for others grappling with the same questions.

Start by Listening. Really Listening.

NCO didn’t make assumptions. They asked over 250 children, 168 parents and 50 staff and freelancers to share their hopes, experiences and frustrations. This wasn’t just research—it was relationship-building.

Try this:

Before making your next brand decision, pause and map your audiences. Whose voices are you hearing regularly? Whose are missing?

Purpose and Ambition Aren’t Just Words. They’re Commitments.

For NCO, this meant clarifying both what they’re striving for and why they exist at all. Their ambition: to be a household name inspiring children through music. Their purpose: to champion the life-changing power of music.

Reflection prompt:

What do you want your organisation to be known for—by your audience, not just your peers
What’s your deeper reason for existing—beyond funding cycles and annual plans?

Write it down. Keep it short. Test it with your team.

Values Mean Nothing Without Behaviour

NCO’s values - Dare to Dream, Strength of Spirit, Every Voice Matters, The Power of Us - only mattered because they became part of daily decisions. How workshops were designed. How auditions were run. How staff talked to children and families.

Try this exercise:

For each of your values, ask:
● What does this look like in action?
● Where does this show up—in programming, in fundraising, in recruitment?
● What are the moments where we fall short—and how can we do better?

Brand Voice: Show Don’t Tell

NCO didn’t just write a brand voice guide and hope for the best. They tested new language. They let warmth and honesty replace formality. The tone became: supportive, daring, playful.

Prompt for your team:

How would your organisation sound if you spoke the way your audience does?

Take your next media release or social post. Rework it until it sounds like you—not like everyone else.

Clarity Beats Complexity

NCO didn’t try to say everything to everyone. They tailored propositions to each audience, children, parents, donors, partners. The language was clear, specific.

Try this fill-in-the-blank:

For [Audience], we [do something that makes a difference], so that [positive outcome for them].

If your answer feels vague or uninspiring—rewrite it.

Consistency Builds Trust

Perhaps the simplest, but hardest, lesson. A brand isn’t what you say on launch day. It’s how you show up every day after.

Ask yourself:

Does every touchpoint—your website, your programme delivery, your emails—reflect the tone, values and ambition you’ve set? If not, it’s time for a rethink.