bringing your brand and business strategy together
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Developing Your Brand and Image Conference 30 March 2011
Linking strategy to brand
CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity‟s work for a better world.
W: www.charitycomms.org.uk T: 0207 426 8877 E: [email protected]
Independent Age
31 March 2011 2
Linking strategy to brand
Simon Bottery - Director of Fundraising, Policy and Communications
This presentation
• Definitions
• Our strategy, old and new
• Different elements of „brand‟
• Realising the brand
• Implementation
3
Definitions
A brand is a package of thoughts and emotions…
5
Knowledgeable…
Trustworthy…
…but a bit old-fashioned
…and you can never get throughon the phone!
Process
Five steps to creating your brand
7
Clarify mission + vision + strategy
Agree brand values
Illustrate them visually,
verbally and in behaviours
Test audience understanding
Implement
Vision = the world you want to seeMission = how you‟re going to help bring it about (who you help and how you help them)Strategy = activities/objectives for next 3-5 years
Brand values = qualities that make you valuable and (ideally) unique
Our strategy, old and new
1863: cash for life to prevent poverty
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For the ‘upper and middle classes’...
10
Circumstances today have changed…
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Poverty of social
contact
Financial poverty
Poverty of information…
causes…
2004: New name and logo
12
„Social contribution‟ replaces „class‟
2009 review of ‘ethos’ and strategy
13
2010: ‘a support community’
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Social contact
and community
Information and advice
Help with finances
Improved quality of life
(We campaign to help those we can’t reach directly)
provides…
New service model
15
Social contact
and community
Information and advice
Help with finances
Social groups – face to face/telephoneMagazine and other communication1:1 befriending for those in most need
HelplineNewsletter and information bookletsCasework for those in most need
Usually through information and adviceGrants for those in greatest needRegular payments phased out
One big change, one thing stays the same
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„Support for life‟ remains
„Social contribution‟ gone…
Brand values
Our brand values
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Visual identity
Mood boards
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Route 1: A mark of promise
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Route 2: A vital community
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Route 3: Enabling independence
Testing
• Internal („bird‟ fell at this stage)
• Online testing: www.fastmap.com
• External focus groups
• Internal focus groups (as sense check)
24
External testing was key
25
Heart Tree Current logo
Orange 27 44 29
Pink 26 43 31
0
5
10
15
20
25
30
35
40
45
50
perc
en
t
Logo choice
The public loved the tree of life…
This logo shows an image or perception of a `tree` which ages in life as it grows. It has `branches` which could represent all the various things that Independent Age can assist with for people of the older generation
The tree is supporting the bird. The tree has fruit on it which will benefit the bird. The image has a modern feel, without being modernist. I think it is really appropriate
The symbol looks like a thriving tree which is what older people should be able to do in their own home
I like the idea of the tree, old but strong
It shows the tree of life, branching out to support its fruit
The blossoming nature of the logo suggests a warm embracing culture which represents care and support
26
Colour choice
27
05
10152025303540
Blue Purple Orange Red
First pref 34 31 12 23
Second pref 29 26 21 24
Third pref 17 23 30 30
Last pref 21 20 36 23
perc
net
Colour choice - tree of life
ActiveApproac
hableCaring
Practical
Friendly
Red 28 26 26 29 32
Purple 19 35 36 22 45
01020304050
perc
en
t
Qualities of red/purple logo
Blue was favourite but not a good fit with the personality. Orange least preferred.
Red was a better fit with the personality than purple (and focus groups said purple = death)
Final logo and strapline
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29
Supergraphics
30
31
Royal Crest retained as endorsement
32
Verbal identity
Strapline
34
Tone of voice
35
Language
36
Descriptors
37
“Independent Age is a unique and growing charity: a support community for thousands of older people across the UK and the Republic of Ireland.
We offer a „helping hand from a trusted friend‟, tackling older people‟s poverty and loneliness by offering information, advice and friendship.
Our help varies according to the type and extent of the individual‟s need.”
Behavioural identity
39
The Independent Age approach
Implementation
Head office
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Learnings
1. Make sure you‟ve got a vision, mission and strategy
2. Trustees and colleagues must be onside
3. Brand values are critical
4. Work on visual, verbal and behavioural IDs
5. Get the best agency support you can afford in the area you‟re weakest
6. It doesn‟t all come together perfectly
45
