The Good Agency_Good bites...on branding_30 June 2010

Good bites…on branding

Welcome and introduction

Chris Norman, Strategy Director

People busy lives

BRANDBRAND

“Your brand is what people say about you when you are not in the room”

Jeff Bezos, AmazonJeff Bezos, Amazon

“Your brand connects people to your thing”The Good Agency

emotionally

BRANDSupporters Staff

Recipients

Field

Admin

Delivery

Do

Volunteer

Campaign

One off Long term Emergency

BRANDSupporters Staff

HQ

Admin

Delivery

Give

Committed

CashInfluencers

Media Gov’t Academics

Transforms the the

experience

Trust and Trust and Belief

DifferentiationDifferentiation

Relevance

Meaning

What does this mean to

you?you?

Community

LoyaltyLoyalty

Focus and directiondirection

ValueValue

Where do things go wrong?wrong?

Disconnect

Brand & vision

Brand & policy

Brand & current thinkingthinking

Brand & supporters

Brand & employees

Brand & beneficiaries

Rebrand Brand refresh

Brand revitalisationBrand realignment/repositioning

The Fawcett Society: Reconnecting your brand with its heritage

What’s your story?

Why we looked at brand:

• Vision• VisionA society in which women and men enjoy equality at work, at home and in public life

• External brand perception

Where we looked:

• Our people

• Archives• Archives

• Millicent texts

What we found:• Values

• Vision

• Colours

“We worked for it with ardourand passionbecause it was stuff of the conscience with us that it would benefitnot women only, but the whole community; this is what we community; this is what we meant when we called our paper the Common Cause. It was the causeof men, women and children.”

Millicent Garrett Fawcett, 1918

What this means for Fawcett:

• Grounded and confident

• Revisit strategic goals • Revisit strategic goals

• Refresh visual identity

Connecting your

Brand, Mission and Supporters

Matthew Sherrington, Director

the example of EveryChild

What we were looking for

• Essence: who we are and what we are about

• Integrity: being true to ourselves, and mission• Integrity: being true to ourselves, and mission

• Alignment: of perceptions, reality, vision

• Coherence: the story we tell, consistently

EveryChild history

• History of merger

• Created brand

• Different supporter groups

• Different messages

• New programme focus

Communications challenges

• Cold and institutional look and feel

• Anonymous, generic use of photos and storiesand stories

• Sensationalist, impersonal tone

• Hard/soft messages out of balance

Focus: Children without Parental Care

• Children at risk

• Vulnerable and alone

• Poverty and violence

Vision: a world where every child enjoys the right to a childhood in a safe and caring family, free from

• Childhood and play

• Family

• Protection and Safety

• Love and care

caring family, free from poverty, violence and exploitation

Who we are and what we are about

“we stop children growing up vulnerable and alone”

• Caring

• Expert

• Inclusive

• Innovative

Child sponsorship – a key asset

An evolutionary journey, focused on content ...

• Clarity on the story

• Photos, stories, colours

• Editorial control

• Message platform

• Supporter dialogue

• Supporter engagement

• Events, e-mail

The need for a new logo exposed ...

The new logo... and aligned sub-brands

What does the public’s ideal charity brand look like?like?

Joe Saxton

June 2010

Tel: 020 7426 8868

Email: [email protected]

Web: www.nfpsynergy.net

We asked the public to pick the attributes of their ideal charity. Can you guess the top five?

• Accountable• Ambitious• Approachable• Authoritative• Bold / Direct• Boring • Campaigning• Caring/Compassionate• Cautious• Challenging

• Helpful• Heroic• Honest• Inclusive• Independent• Informative• Innovative• Inspiring• Modern• Outspoken• Challenging

• Conservative• Determined/dedicated• Dynamic• Effective/Cost-effective• Empowering• Established• Exclusive• Fair • Focused• Friendly/Welcoming• Generous• Greedy/Rich

• Outspoken• Passionate• Positive• Practical• Professional• Reputable• Responsive• Supportive• Sympathetic• Traditional• Trustworthy• Visionary

Outline

1. Ideal Attributes

2. Ideal vs Average

3. Ideal Attributes by

Sector

The complexity of the ideal charity brand

4444

“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”

Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, April 2010

Top 20 ideal charity attributes

31%

32%

33%

37%

37%

42%

44%

50%

54%

56%

63%

Effective/Cost-effective

Passionate

Informative

Professional

Approachable

Helpful

Friendly/Welcoming

Supportive

Honest

Caring/Compassionate

Trustworthy

4545

22%

23%

23%

24%

25%

27%

28%

30%

30%

0% 20% 40% 60% 80% 100%

Campaigning

Inspiring

Focused

Practical

Reputable

Accountable

Sympathetic

Positive

Determined/dedicated



Next 16 ideal charity attributes

13%

14%

14%

15%

18%

21%

Generous

Empowering

Independent

Visionary

Responsive

Fair

Ambitious 7%

Challenging 7%

Authoritative 5%

Outspoken 5%

Bold / Direct 4%

4646

8%

8%

10%

11%

12%

0% 20% 40% 60% 80% 100%

Dynamic

Modern

Inclusive

Established

Innovative



Bold / Direct 4%

Heroic 4%

Traditional 4%

Cautious 2%

Conservative 1%

Exclusive 1%

Greedy/Rich 1%

Boring 0%

Outline

1. Ideal Attributes

2. Ideal vs Average


Sector

Ideal and average attributes gapAttributes with potential for improvement

8%

8%

33%

30%

21%

44%

27%

31%

56%

63%

54%

Friendly / Welcoming

Accountable

Effective / Cost-effective

Caring / Compassionate

Trustworthy

Honest

Average Ideal

48

16%

20%

33%

15%

26%

30%

37%

50%

32%

44%

0% 20% 40% 60% 80% 100%

Determined / dedicated

Approachable

Supportive

Passionate

Friendly / Welcoming Average Ideal



10%

31%

19%

26%

22%

21%

42%

30%

37%

33%

Fair

Helpful

Positive

Professional

Informative

IdealAverage Ideal

Generous 7% 13%

Innovative 6% 12%

Ideal and average attributes gapAttributes with potential for improvement

49

8%

16%

21%

13%

10%

15%

23%

28%

23%

0% 20% 40% 60% 80% 100%

Visionary

Focused

Sympathetic

Inspiring Average

Innovative 6% 12%

Responsive 12% 18%

Campaigning 18% 22%

Empowering 10% 14%

Independent 10% 14%

Dynamic 5% 8%

Inclusive 8% 10%

Ambitious 6% 7%

Bold / Direct 3% 4%

Outspoken 4% 5%



Ideal and average attributes gapAttributes for which charities are doing at least as well as the ideal blueprint

4%

9%

2%

3%

4%

8%

25%

1%

7%

1%

2%

4%

8%

25%

Exclusive

Challenging

Greedy / Rich

Cautious

Heroic

Modern

Reputable

Average Ideal

50

23%

29%

7%

5%

9%

27%

4%

11%

1%

0

5%

24%

0% 20% 40% 60% 80% 100%

Traditional

Established

Conservative

Boring

Authoritative

PracticalAverage Ideal



Outline

1. Ideal Attributes

2. Ideal vs Average


Sector

Top 10 Ideal attributes for charities working in Child Welfare

30%

34%

36%

36%

45%

45%

Professional

Honest


Supportive


Trustworthy

5252



24%

27%

27%

30%

30%

0% 10% 20% 30% 40% 50%


Helpful

Sympathetic

Approachable

Professional

Top 10 Ideal attributes for Youth Organisations

28%

29%

39%

39%

27%Approachable

Honest

Supportive


Trustworthy

53

21%

22%

25%

24%

23%

0% 10% 20% 30% 40% 50%

Positive

Helpful

Professional

Inspiring


Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, Apr 2010

“Please choose up to 10 words that you think describe your IDEAL charity working in….”

Top 10 Ideal attributes for charities working in Disability and Sensory Impairment

29%

31%

35%

37%

38%

42%

Honest

Helpful


Trustworthy

Supportive


54

23%

27%

27%

28%

29%

0% 10% 20% 30% 40% 50%

Informative

Professional

Sympathetic

Approachable

Honest



Top 10 Ideal attributes for charities working in Health

29%

31%

34%

35%

39%

40%


Honest

Supportive

Professional

Trustworthy


55

25%

26%

28%

28%

29%

0% 10% 20% 30% 40% 50%

Approachable


Helpful

Informative




Top 10 Ideal attributes for charities working in Environment and Conservation

26%

27%

27%

28%

29%

35%

Professional

Campaigning

Informative

Honest


Trustworthy

56

21%

21%

25%

25%

26%

0% 10% 20% 30% 40% 50%


Passionate

Accountable

Practical

Professional


“Please choose up to 10 words that you think describe your IDEAL charity working in…”

Top 10 Ideal attributes for charities working in Social Welfare

28%

28%

28%

29%

31%

33%


Helpful

Honest

Supportive


Trustworthy

57

21%

21%

25%

27%

28%

0% 10% 20% 30% 40% 50%

Informative

Practical

Approachable

Professional




Top 10 Ideal attributes for charities working in International Aid and Development

23%

24%

25%

26%

27%

32%


Accountable

Professional

Honest


Trustworthy

58

18%

19%

20%

22%

23%

0% 10% 20% 30% 40% 50%

Campaigning

Helpful

Supportive

Practical




Top 10 Ideal attributes for charities working in Housing and Homelessness

28%

29%

31%

32%

32%

38%

Helpful



Supportive

Trustworthy

Supportive

59

24%

25%

26%

27%

28%

0% 10% 20% 30% 40% 50%

Professional

Practical

Honest

Approachable

Helpful



Top 10 Ideal attributes for charities working in Advice and Information Services

29%

31%

32%

32%

33%

35%

Approachable

Professional

Honest

Informative

Helpful

Trustworthy

60

20%

20%

23%

27%

29%

0% 10% 20% 30% 40% 50%


Reputable

Practical

Supportive




What does this all mean for your brand?

• You need to decide whether you create a brand that the public or your key audience want – or the one that you want them to want!

• How are you demonstrating that you are trustworthy?

• How are you demonstrating any of the key attributes?• How are you demonstrating any of the key attributes?

• What are the attributes that your donors or your volunteers or your staff would associate with you?

• In the current climate how are you cutting costs and who are you telling?

“The key to success is in correctly identifying the problem”

Good bites…on branding

Any questions?

Chris Norman, Strategy Director

The Good Agency_Good bites...on branding_30 June 2010

Business

Transcript of The Good Agency_Good bites...on branding_30 June 2010