Hard Truths: The Children's Society rebrand. Rebrand or refresh Brand Breakfast, 15 October 2015
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Transcript of Hard Truths: The Children's Society rebrand. Rebrand or refresh Brand Breakfast, 15 October 2015
The Children’s Society Rebrand
1
Hard Truths
Jayne Whitton
Marketing, communications and insight director
@jaynewhitton
Minaxi Henegan
Head of brand
Why we rebranded
How we rebranded
The truth about ‘Hard Truths’
How we rolled it out
Results so far
Top tips
Hello
19 October
20152
Why we rebranded
19 October
20153
The previous brand was on a downwards trend.
With awareness levels and our brand drivers all falling substantially
year on year.
At the time the market was stagnant, cluttered and there was a lot
of duplication of activity.
There was no commonly held consensus on what The Children’s
Society did or what it stood for from an external perspective.
There was a significant disconnect between front line staff and HQ.
The result was that our brand was impacting on our ability to
influence the cost effectiveness of our fundraising and the success
of our commissioning.
How we
developed the
brand
10/19/2015 4
6 workshops with young people
Workshops with over 310 staff
45 one to one interviews
Interviews with our funders
Interviews with volunteers
Telephone interviews with
church supporters
Supporter survey
Identifying and surveying future
supporters
430+ personal contact points
Research &
Consultation
19 October
20155
Developing
the model
and creative
work
19 October
20156
Collated and analysed the research
data using it to work with others.
Worked with Task & Finish Group
of Trustees to develop Vision, Mission
and Values to help steer the brand
project
Worked with HR to develop
organisational behaviours to inform
the brand model
Developed the brand model
Developed creative expression of
the brand in collaboration with our
agency SomeOne developed 3
creative routes to help express our
new positioning
Tested the Vision, Mission, brand
model and creative work with:
Prospects, supporters, volunteers
and church audiences in Manchester
and London, front line change
champions, change champions, and
4 groups of young people
Refined the creative
Brand on a page
19 October
20157
Vision A country without disadvantaged children
Mission We fight for change, supporting disadvantaged children to have
better lives
Values Brave, Supportive, Trusted, Ambitious
Behaviours Leader/s, Authentic, Accountable, Collaborative, Committed,
Challenger/s, Enterprising
Brand Essence Hard Truths
A brand essence is the brand's promise expressed in the simplest, most single-minded terms
For example: Volvo = Safety Innocent Drinks = Pureness
TFL - Valuing time BBC worldwide = Stimulating
entertainment
The most powerful brand essences are rooted in a fundamental customer need
It is the unwavering start point
and corebelief of your brand
This is important to maintain a
consistent viewpoint and
singular opinion that every
stakeholder can believe in and
benchmark all work against
Strong sustainable brands
have brand essences
If Innocent did not believe and
stand behind the ideal of
‘pureness’, it would be a very
different brand
Our essence
19 October
20158
Why is brand important?
‘A brand becomes strongerwhen you narrow its focus’
Ries&Ries,The 22Immutable lawsof Branding
A model
19 October
20159
How we get to an
essence:
Our process is to find a
strategic sweet-spot between
three truths or insights from
human behaviour, your
market and your
product/service
Human TruthA truth or insight
about human nature
Brand essence
Market TruthA truth or insight about our market
Product Truth A truth or insight about our brand
Our essence
19 October
201510
Hard Truths
Market Product TruthToo many children
are let down by society
Human TruthIt’s much easier to walk by
Product Truth
Making small changes with
individuals to transform society
as a whole
Hard Truths
Behaviours
Leader/s
Essence
Values
Brand
Onion
Our old logo
We used to look like this…..
19 October
201512
Our logoWhat do we look like now?
19 October
201513
Website
Direct Mail
The brand applied
19 October
201514
Illustrative style
19 October
201515
Photography and six word stories
19 October
201516
The roll out so far…
19 October
201517
Our services for young people
Ashby-de- la -Zouch
Castle Bromwich, Solihull
19 October
201518
Our retail shops
The story so far…
Upward trend in our brand awareness. Continuous Yougov tracking
shows awareness at 52.8% (running from September 2014 to
September 2015)
Positive increases in ROI where the brand is applied effectively
Staff engagement levels are high with understanding and belief in our
vision, mission, values and behaviours polling in the high 70s or 80s
New volunteers highlighting our brand values as one of the things that
attracted them to the organisation
Still very much at the start of the journey, and we are continuing to
change as an organisation by asking ourselves the Hard Truths
By staying true to our values and our brand is inspiring a shift in our
marcomms approach which should in time, have a demonstrable
impact on the lives of the vulnerable young people we work with19 October
201519
Structured approach
Evidence based
(external & internal research)
Inform and educate
Collaborate
Beneficiary based
Top Tips…
19 October
201520
Consistency of staff
Work with a good agency
Make it fun!
Let others ‘own’ roll out in
their areas eg. Directorates
Stick with it and finish it!
Charity Registration No. 221124
Thank you&
Questions
Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk
Brand Breakfast
15 October 2015
London
#brandfast
Brand Breakfast
Rebrand or refresh