blind veterans uk rebrand
DESCRIPTION
Andrew Jones, Blind Veterans UK Building your brand from the inside out seminar www.charitycomms.org.uk/eventsTRANSCRIPT
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Director of Fundraising & Communications
Andrew Jones
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Why did we look at our brand
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Shakespeare …..
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Brand Audit
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Making it real
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Brand Name Map
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Objectives
Increase fundraisisng by 5-7% in 3-5 years
Attract more beneficiaries
Enhance our employer brand
• encourage more applications
• retain staff for longer
• attract volunteers
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Creating Mo !
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Setting the strategy
Vision – what do you ultimately want to achieve
Mission – how you achieve your vision
Values – your principles and behaviour
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Not show & tell - engage & listen
Brand advisory group – Trustees & Senior management
Future focus steering group (staff)
Focus groups
Monthly reporting
Team reporting
SMT - standing item, project manager presented
Dedicated page in the membership magazine
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Brand Platform
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A rose by any other name would smell as sweet…..
• We asked 5,000 of our members ……
• Who responded with over 250 different options
• Whittled down to 62 - all were score carded
• Top 20 focus groups
• SMT chose the top 4
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Short list of 4 names
St Dunstan’s
Vision for Veterans
Battle Blindness
Blind Veterans UK
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The name brand options
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The logo and expression
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Action & Heritage
Our strapline:
Life beyond sight loss
Our secondary strapline:
St Dunstan’s since 1915
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• More beneficiaries
• More income, easier fundraising, more profitable
• More volunteers, more deeply engaged
• Easier to recruit staff (better employer)
• Higher staff motivation, longer retention
• More focused organisation
Real Outcomes
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• More focused organisation
Real Outcomes