If anyone has caught the current BBC TV series following the work of the RNLI crews around the UK, few could fail to be impressed with the work they do and their hard work and commitment to saving lives. Last night's programme in which a young girl was moments from certain drowning, trapped in rocks with a rising tide was heart stopping, yet the cool approach which the crew took to free her was just fantastic to watch.

Charities of all sizes do need to consider their overall marketing and in particular brand building, because this is what will influence people and businesses to continue to support them. As this snapshot of the RNLI's campaign shows, it has very tangible results.