Project Guide

Brand messaging

This information will help you compile a project for a volunteer to create key messages and a tone of voice for your brand.

Skills required

You're likely to require the volunteer to have:

  • Experience in brand management, marketing, communications or advertising
  • Experience leading a branding exercise (preferable)

Likely project deliverables

The pro bono professional will deliver the following:

  • A document that outlines your organisation’s tone of voice and key messages
  • Creation of tailored messaging for different mediums e.g. website, printed collateral, verbal presentations

Estimated time required

A project like this could be expected to take the volunteer 15-20 hours over 1-2 months

Example of project steps with time estimates

Step one: Materials and information supplied to volunteer

The not for profit gives the volunteer existing and relevant information about the organisation, for example: strategic plan, marketing strategy/plan, mission statement, vision and goals.

Likely time commitment for volunteer: three-four hours reading and reflecting


Step two: Brainstorming session

The not for profit and volunteer meet to help the volunteer understand the organisation’s current reputation, landscape, vision, mission and activity.


Likely time commitment for volunteer: two hours preparing for meeting and two hours in meeting


Step three: Completing brand messaging

Volunteer drafts the brand messaging and shares the information with the organisation.

Likely time commitment for volunteer: five to six hours


Step four: Feedback and finalising

Volunteer incorporates the feedback from the not for profit and updates the messaging, and delivers this to the organisation.

Likely time commitment for volunteer: two hours

Check: before you list this project your organisation will have:

  • Identified the information that will brief and support the volunteer to do this project including your strategic documents
  • Know what you want your messages to convey