Like any brand, membership organisations have to work hard to create lasting connections with their audiences. A strong brand identity helps members feel affiliation and loyalty. It makes the organisation more relatable and encourages emotional attachment. But just like with any relationship, these connections can weaken – especially if the organisation evolves in a way that doesn’t reflect members’ expectations, or if it becomes static and outdated.
In the context of democratic processes such as elections, ballots and referenda, a clear and consistent visual identity can play a key role in maintaining engagement. In this article we explore how brand identity can support participation and ensure a seamless voting experience.
The Importance Of Brand Identity
A brand identity is more than just a logo. It’s the full set of visual elements – colours, fonts, imagery, tone of voice – that together create a recognisable and memorable impression. For membership organisations, this identity represents reputation, purpose and values. It’s how the organisation communicates who it is and what it stands for.
These elements should be present across all communication touchpoints: websites, intranets, social media, advertising, merchandise, and printed materials. A consistent identity helps ensure the message is understood clearly, builds trust, and fosters a sense of belonging.
Maintaining the same brand identity when employing external suppliers can be a little harder to manage. We have encountered many examples where organisations need help with the continuation of the brand identity. In a democratic scenario, where an external adjudicator is assigned to run an election, careful attention should be paid to a company’s brand guidelines in order to maintain the continuity of the identity and what it ultimately stands for.
Brand Identity in Membership Organisations
For membership organisations, brand identity is about more than just aesthetics – it reflects the organisation’s values, purpose and culture. Members often feel a personal connection to this identity, which fosters trust and long-term affiliation.
But if the brand evolves without reflecting members’ expectations – or stays static while the audience evolves – that emotional connection can fade, reducing engagement over time.
Applying brand identity to election materials
If any third party is representing an organisation, they must be fully aware of its brand guidelines in order to fully represent the brand. Although an election may be administered by an external company, the communication channels, be it print or online, must seamlessly replicate the organisation’s identity.
UK Engage’s in-house design team works to an organisation’s brand guidelines to develop printed election materials.
When designing printed communications such as nomination forms, candidate statements, ballot packs and engagement materials, such as letters, postcards, banners and posters, election service providers are able to transfer the brand identity easier than with online alternatives. Most election services suppliers offer online nomination forms and e-voting platforms but these online alternatives may not offer the freedom that’s available with printed materials, in terms of applying a brand identity. Often online forms are generic in design with limited opportunities for customisation.
In order to apply a brand identity to every element of the election, membership organisations should choose an election services provider that has innovative and modern online solutions, which can be customised to support their brand identity. UK Engage has updated its e-democracy services and now offers branding opportunities on its online nomination and e-voting platform. Logo, colours, designs and imagery can now bring your brand to your online election, continuing the relationship members have with their membership organisations.
Digital Touchpoints and Brand Consistency
In today’s digital-first environment, voters encounter campaigns and organisations across a wide range of platforms – from e-newsletters and social media to online voting systems. Each of these is a brand touchpoint, and consistency across all of them is crucial.
That consistency extends beyond visuals to tone, messaging and even user experience. For example, if your printed ballot materials use a friendly, inclusive tone, the same tone should appear on your online nomination forms or election emails. A mismatch between platforms can dilute the overall message and confuse voters.
Online platforms can pose challenges in this area. While printed materials offer full control over design, online tools – especially off-the-shelf ones – may be less flexible. That’s why organisations need modern digital solutions that allow full brand integration. UK Engage has developed its own online nomination and e-voting platform with this in mind, offering customisation options that align with your brand identity.
Managing Brand Identity When Working with Third Parties
Outsourcing election management doesn’t mean giving up control of your brand. However, clear communication and well-defined brand guidelines are required to ensure consistency.
UK Engage works closely with membership organisations to accurately apply their branding across all election materials, both digital and printed. Our in-house design team ensures that everything from nomination forms to ballot packs aligns with the organisation’s identity.
Ready to Strengthen Your Brand in Your Next Election?
A consistent, recognisable identity helps increase participation and ensures members stay connected with your organisation during key democratic processes. UK Engage supports membership organisations in applying their brand across every aspect of their elections – from design and print to custom digital solutions.
Get in touch to find out how we can support your next election:
📞 Tel: 0345 293 5555
✉️ Email: enquiries@uk-engage.org