Liz Marshall, Guide Dogs for the Blind Association Brand development conference www.charitycomms.org.uk/events

1. Guide Dogs bares its teeth:
a brand that delivers for campaigning
Liz Marshall,
Senior communications officer

3. Guide Dogs is the UK’s “smiliest”
charity…

4. Emotional response to Guide Dogs
73%
81%
81%
6%
10%
7%
5%
6%
4%
4%
6%
4%
3%
2%
2%
Nov 12
Nov 11
2%
3%
2%
0%
Nov 10
20%
40%
60%
80%
100%
“Which of the following faces best represents how you feel about – Guide Dogs”
Base: All those aware of Guide Dogs (1167) among 2,007 adults 18+, Britain
Source: nfpSynergy, Brand Attributes Monitor, Nov 12
4

5. Emotional affinity with Guide Dogs
35%
36%
36%
I think we would become friends
38%
35%
35%
I think they would inspire me
32%
34%
36%
I would like to talk to them
27%
27%
28%
I would like to get to know them
I think they would challenge me to think about issues or
challenges
8%
11%
13%
13%
I don't think we would have much in common
3%
4%
2%
I think they would bore me
1%
1%
2%
I think we would argue
Nov 12
Nov 11
Nov 10
1%
1%
1%
I think they would intimidate me
0%
10%
20%
30%
40%
50%
“Just imagine if Guide Dogs/ Guide Dogs for the Blind was a person, which of the following statements best describes your
reaction to them?”
Base: All those aware of Guide Dogs/Guide Dogs for the Blind (1167) among 2,007 adults 18+, Britain
Source: Brand Attributes, Nov 2012, nfpSynergy
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6. Brand refresh 2009 - 2011
Two business drivers:
§ Extend brand beyond dogs: services and
campaigning
§ Grow income and engage new audiences
To support ambitious corporate strategy 2010 - 2020

7. Brand positioning and
manifesto

8. Brand mission and values

9. Tone of Voice

10. Our campaigning approach
§ Positive, solution focused campaigning
§ Shows our passion and determination
§ Become the voice of blind and partially sighted
people
§ Real stories – shows our human side

11. Dog Attacks campaign
§ Government announced compulsory micro
chipping for all dogs from 2016
§ Government also announced intention to treat
attacks on assistance dogs as seriously as
attacks on a person
§ Moved from non campaigning to 79% of MPs
aware of campaign (in 4 years)
§ Profile: media coverage reach 21 million.
§ Charity brand index
§ CIPR Award 2013

12. Work in progress…
§ Service tension. Guide dog owners scared to
leave home.
§ Maximising impact of our campaigning profile
for fundraising data collection.