1 ©2012 Name CFA Workshop 1 March 2012 - Branding Refresh / Digital Development –

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CFA Workshop

1 March 2012

- Branding Refresh / Digital Development –

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agenda...

1. Introduction to the session and expected outcomes 2. CFA purpose and strategic objectives3. What is a brand and a brand platform?4. Knowing our audiences (breakout)5. Branding elements:

• Our name• Brand promise } breakout• Brand values } & feedback• Tone of voice }

• Brand identity } group • Brand imagery } discussion

6. CFA digital strategy and CFA site

7. Conclusions

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CFA strategic priorities...

1. Raise the profile

2. Improve systems and processes

3. Improve business relationships with customers

4. Expand portfolio of products and services

5. Committing to continuous quality improvements

6. Increase CFA income

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what is a brand?...

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what is a brand?...

A brand platform, or corporate image, is the set of associations that customers make with your company or organisation.

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take a well known brand...

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knowing our audiences...

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customer audiences...

Audience segmentation

This a process of dividing people into similar subgroups based upon defined criterion such as needs, interests, product usage, demographics, psychographics, communication behaviours and media use.

ACORN (A, B, C1, C2, D, E)Mosaic- consumer classification

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CFA’s main audience groups (breakout)...

Government agencies/departments

Training providers

Employers

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brand platform...Brand identityOur name and how we present ourselves visually. This includes our logo, the colours used, typography and any graphical devices or strap lines. It also includes the types of image we use. Brand promiseSummarises what our organisation stands for, how it’s distinctive, and why anyone should be interested in us. It provides direction and a focus to how we approach our work and how we communicate internally and externally. Brand valuesPrinciples that govern how people behave and make decisions. They represent fundamental beliefs that are shared by people in the organisation and should be reflected in how we present ourselves. Our values reflect our behaviour and the behaviours of others working within the organisation. Tone of VoiceDefines the distinctive way our organisation speaks to its constituents. It provides criteria against which all communications must be measured.

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case study...Brand Promise

Nothing Is Impossible

In our work we believe nothing is impossible. This approach drives everything we do. We’re not limited by what we can’t do; we focus on what we can do.

No matter what difficulty you’re in, there is always a way forward. Together, with hard work and unrelenting perseverance, we find a way out and a way up. Our steadfast purpose, determination and optimism means there is always hope.

With XXX you will believe that nothing is impossible too.

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case study...Brand values

NON-JUDGMENTALWe are fair and equitable. We say what we do and do what we say. We have nothing to hide, we are non-judgmental, we are collaborative.

FEARLESSWe confront issues and fight for the people on the fringes of society. We stand up for what is right and we are fearless of change.

ORIGINALWe constantly look to do things differently and in a better way. We always strive to be original, breaking the habitual approach of our sector.

RESULTS DRIVENWe value outcomes and what we can achieve not necessarily the process. Effective results are what matters most to our service users, our commissioners and to us.

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case study...Tone of voice

DOWN TO EARTHWe use everyday language and avoid jargon, acronyms and language that our audiences won’t understand.

CONFIDENTWe are confident in what we say- we have over 200 years of history, we are experts in our field.

PRACTICALWe are constructive, we find solutions not problems, we say what we can do.

OPTIMISTICWe are positive, we have hope, focus on what we can do not what we can’t do.

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group discussion...

Discuss in a group

• CFA strap line

• 4 Brand values

• 4 Tone of voice propositions

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CFA & competitor brands...

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5 elements of a good logo...

Simplicity

Memorable

Timeless

Versatile

Appropriate

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starbucks...Evolution of a logo

Key elements retained

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the CFA logo...

LettersClear, easily recognised and remembered

ColourReferences business, professionalism and reliability

A symbol of competence

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the value of consistency...

A consistent visual identity demonstrates…

Reliability

Longevity and strength

Clarity and focus

Pride in the organisation

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fonts...Calibri • Used for correspondence, PowerPoint

presentations, internally generated reports and word documents

• A standard font available on almost all computers

Open Sans • Used for printed marketing collateral,

online and web communications• Offers a range of weights• Easy to read• Free to use

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calibri...

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

123456789 !@£$%^&*( )

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

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open sans...

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online priorities...

1. Improve CFA online presencea) Websiteb) Social Mediac) E-mail communications

2. Improve IAM online presencea) Websiteb) Social Mediac) Other digital communications

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digital engagement strategy...

Drive traffic to the site • CFA an excellent source of information

Improve CFA profile online• Engage audiences through social media

(blogs, LinkedIn, etc.)• Increase exposure across web

(directories, partner sites, Wiki, publications, etc.)

Get users to take action & generate income

Gain insights on our audiences• Measure our online effectiveness

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priorities for the site...

Focus on being user-centric • Simplify copy to be clearer • Reduce amount of pages - easier to find info• Rework navigation - easier journey

Incorporate visuals

Integrate social media and other comms• Becoming an expected communication

channel• Talk with them - not at them - to gain greater

audience insight

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group discussion...

Up to three ideas for each:

1. What features / functionality would you like to see on the site?

2. What actions do we want the users to take while on the site? Think target audiences.

3. How can the site work to make your jobs easier?

Are there any other main priorities you feel need to be addressed?

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we need you...

Two volunteers to help during development

Tasks include:• Contribute in discussions• Input on site structure (navigation / pages)• Input on site design• Content development

• Writing copy / approving copy

1 ©2012 Name CFA Workshop 1 March 2012 - Branding Refresh / Digital Development –

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