Branding: More than a Logo Helen Livingston Jennifer Dale

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Branding More than a Logo Helen Livingston
Jennifer Dale
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What is a brand?

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Brands we know
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Brands we know and respect
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What is a brand about?

• Passion hearts and minds
• Promise what its all about
• Delivery meeting expectations and more
• Reputation sustaining and building on who you
  are and what you stand for

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So what do you all look like
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What do your brands say about you?

• Like the logos - youre all unique
• You have your own services and client base
• Youre all different sizes, in different
  locations and differently financed
• But what we do know is that you have the
  following in common

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The Network

• All working with voluntary and community sectors
• Promoting social inclusion by providing
• Advice
• Information
• Practical support

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The Network

• THRIVE Agenda support for organisatons to grow
  and develop from a strong robust foundation
• CONNECT Agenda promoting social inclusion through
  Partnership working
• Infrastructure Funding issues 2011

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Standing out from the crowd

• Each organisation offers different services to
  the community
• Perception-v-Reality gap in services
• Diversity of geographic reach
• Diversity of service users e.g. asylum seekers
  rehabilitation wind farms

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Communication Challenges

• Many individual voices not one consistent
  message
• Communicating your overall business ethic and
  your individual business differentiators
• Communicating this internally to your staff and
  board
• Communicating this externally to your service
  users, partners, and stakeholders

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Branding Options Approach

• Alternative options in brand strategy
• Overbrand
• Freestanding

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Benefits of Overbrand

• The overbrand strategy is appropriate when
• The parent brand is important and adds value and
  credibility, but...
• The individual brand also needs to be clearly
  communicated

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Overbrand
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Overbrand - Scottish example
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Benefits of Freestanding Brand

• The freestanding strategy is appropriate
• when
• The brand focus is at the local level
• The local level brand would not benefit from
  reference to the parent brand

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Freestanding
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Freestanding Business Example
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Opportunity Ahead

• To make change work for you
• To create a cohesive brand strategy
• Celebrating services and individuality but also
  being part of a wider network
• Rebranding and repositioning offers an excellent
  opportunity for re-engagement internally and
  externally
• Communicate to your audiences what you actually
  do or may wish to do in the future

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So Why Re-Brand?

• Essential for all organisations that want to
  secure their future
• Allow you to engage with your stakeholders in a
  way that no other business tool can ask the
  audience
• Allow you to reposition, clear and consistent
  messages, a re-launch building on foundation

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Investment Process

• Biggest investment is time
• The process will follow a set methodolgy
  irrespective of strategy adopted
• Either will require commitment, energy and
  support internally to ensure a successful outcome
• It should be viewed as a signal that the brand is
  evolving

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Branding Benefits

• A succesful brand sets an expectation on quality
• A successful brand delivers quality
• A successful brand ensures people internally and
  externally understand its offer and its values
• A successful brand is instantly recognisable

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Branding Benefits

• The aims and values of the organisations are
  clarified and communicated clearly
• Your brand will further appeal to the right
  people
• Will increase your ability to recruit the right
  kind of staff, volunteers and boards
• Will communicate clearly to your users
• Research will aid consensus and bring clarity

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Who what will it involve?

• You and your staff, stakeholders, partners and
  service users
• Methodology Clear Communication on the process
• Research internal and external
• Strategy alignment
• Brand brief, development and brand creation
• Brand launch and strategy in the short, medium
  and long term
• Continual communication and measurement of impact
  - ROI

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What makes up your brand?

• Brand Image
• Brand Identity
• Brand Promise
• Employer Brand
• Brand Strapline
• Brand Name
• Brand Vision
• Brand Mission

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Brand Elements
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The Branding Process
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Where do you start?

• Mission (your purpose and primary objectives)
• Vision (the business you are in and what is
  possible)
• Values (characteristics of a brand)
• Personality (tone of voice, brand style)
• The Promise (your audience delivery assurance)
• And the Future over to you!

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Macmillan Cancer Relief

• The Challenge
• - delivers support for people
• - is one of over 800 cancer charities in the
  UK
• - needed to change perceptions of who and how
  it can help

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Macmillan Cancer Relief

• The Brief
• Macmillan needed to
• - improve awareness of and access to services
• - attract more fundraisers and a diversity
  of supporters

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Macmillan Cancer Relief

• The Design
• - A name change reflected the breadth of
  offer- A brand strapline We are Macmillan
  communicates that we can all help people with
  cancer- The visual style is more approachable
  and less sterile and clinical

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Macmillan Cancer Relief

• The Results
• The new brand was launched in April 2006
• - Reaching and helping a new audience of 74,654
  (21)
• - 67 more people visited the mobile
  information units
• - The website saw a 26.5 increase in
  visits- Supporter numbers rose by 27-
  Fundraising in 2006 increased 4.6M from previous
  year

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Brand Journey

• Where do you want to go?
• Where do you want to be in 5 years time?
• Whats important?
• Whats the path?
• You tell us!

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