branding on a budget. small charities communications conference, 23 september 2016
TRANSCRIPT
Managing brands and when to rebrandbased on findings from Small Charity Brand Survey with Cass Centre for Charity Effectiveness
Natasha Roe, Red Pencil
Branding – what’s not to like?
¡ Macmillan’s rebrand helped increase donors by 27% and raised additional £5m.
¡ Shelter’s re-positioning helped land new corporate partnerships.
¡ Parkinson’s UK’s voluntary income up 15% worth extra £1m a year.
¡ Save the Children’s brand refresh helped integrated fundraising appeals raising over 50 % more than target of £500,000.
Civic Society article October 2012
Branding just for big charities?
Benefits
Improved fundraising, staff retention,
sustainable partnerships, more supporters,
efficiency savings,standing out against
competitors
140 small
charities
Brand management
Getting results for your charity
Drivers Define brand management Barriers
First define - what is branding?
¡ ‘Brand’ probably conceived in Middle Ages as degenerate of old Norse word ‘brandr’ = branding of cattle to denote ownership.
¡ “At its most basic level, a brand is quite simply—who you are, what you say and what you do, and the set of relationships that are built on that.” (Grounds 2005)
¡ “Non-profits have brands whether or not they choose to call them that. The issue is rather whether an organization should take steps to manage its brands.” (Hudson 2007)
Brand management continuum
¡ Vision and mission
¡ Values
¡ Stakeholder analysis
¡ communications strategy
¡ Key messages and stories
¡ Language guidelines
¡ Brand architecture
¡ Visual guidelines and templates
¡ Brand ambassadors
¡ Monitoring and evaluation
¡ Stakeholder consultation
Brand remain
From management to rebrand?
“Successful brands grow. They don't stand still...
“They take account of the world around them and the changing expectations of their audiences. They evolve, without losing what is in the heart and soul of the organisation.” (Grounds 2005)
Brand management continuum
¡Refresh values
¡Refresh colours
¡Change strapline
¡Change logo
¡Change strap and logo
¡Change name
¡Change name and strapline
¡Change name, strapline and logo
¡ Brand evolve
¡ Brand renew
¡ Brand revolve
The BIG question
Barriers and
drivers
When to rebrand?
When NOT to
rebrand?
There are barriers thatprevent small charities from
managing their brands
Lack of understandingBranding language notappropriate for charities
Lack of expertise
Lack of support from staff,trustees and volunteers Lack of money
Supporters and funders donot welcome spending on
branding
Branding not seen as astrategic investment
Do not have the rightmanagement structures
Do not have the resources(people and money)
The findings – brand barriers
©Red Pencil 2013
Time can be a big issue for small charities
Don’t know what to monitor – large
charity metrics not appropriate
Need to know who to involve
Staff supportive of branding but trustees don’t
support it
Don’t know where to go for cost-
effective sources of help
The findings – brand drivers
©Red Pencil 2013
This was rejected
Consistent approach through brand architecture
This was rejected
Don’t know how to do this
Leads to more inspiring
communication
Questions to ask
Is our brand well known and DOES it represent our values?
Is our brand well known but DOES NOT represent our values?
Is our brand NOT well known but DOES represent our values?
Is our brand NOT well known and DOES NOT represent our values?
Free brand evaluation questionnaire at:
https://www.surveymonkey.co.uk/r/brand-models
Making your decision
Brand management continuum• Monitoring• Stakeholder
consultation
Barriers and drivers• Analyse• Discuss how to
manage
Brand management continuum• Discuss extent
of rebrand
Monitoring and evaluation• Use benefits
models
It’s OK to say no
Whatever you decide – make it a team decision and delivery
Tales of rebranding – Red Pencil
2002
2011
2016
Tales of rebranding – Campaign for National Parks
“I think what you did with the brand was very clever and we are really appreciating the benefits a year later on.” Helen Jackson, CEO
• Visual identity update• Brand hierarchy• Strapline• Co-branding guides• Style and language
Tales of rebranding – Action Hampshire
• New name• New logo• New strapline• Brand guidelines• New website
Tales of rebranding – The Reading Agency
• Values• Built brand architecture• Strapline• Naming approach• Rebranded areas of work• Ongoing management
It doesn’t always go to plan….
The tale of MACK and NACK….
Over to you - brand management and rebranding in your charities
