Parkinson's UK presentation by Dan Dufour and Caroline Ledger

Hello! Parkinson’s UK Uncovered © The Team 2010

What is a brand?
A brand is a set of ideas, images and associations that people carry around in their heads about companies, products, or charities like us.
In other words our brand is our reputation .
© The Team 2010

There are three elements that make up a brand.
© The Team 2010

Why have we re-branded? © The Team 2010

Lot’s of people don’t understand Parkinson’s properly.
1 in 7 people incorrectly think only older people get Parkinson’s, and that people under 40 cannot get the disease.
Lots of people haven’t heard of us or know that we can help.
The Parkinson’s Disease Society only has 1% public awareness and only 5% of people say they have seen our old logo.
© The Team 2010

We don’t reach everybody that we should.
There are 120,000 people living with Parkinson’s in the UK, and yet we currently only have 30,000 members .
We must increase our income by raising more than £27million by the end of 2014. That’s a 11% increase per year, and means inspiring lots more people to support us.
© The Team 2010

How did we develop our new brand? © The Team 2010

Phase 1/ Research
(March – May)
Parkinson’s Disease Society
We carried out research to find out how much we needed to change. This included interviews and focus groups with all our audiences.
We didn’t have a clear vision and found out that everyone explained the society in a different way.
People didn’t like our name. Some people didn’t like the word “disease” because it sounded off-putting or contagious. Others felt the word “society” was old fashioned or sounded exclusive.
Some people criticised the culture of the charity for being divided, slow and “a bit dusty”. Like a plodding hippo rather than a fast-paced fox.
© The Team 2010

Phase 2/ Brand development
(May – July)
Next we defined our vision, mission and values , and developed options for a new name and strapline .
These were tested with all our audiences (reference groups) before being agreed by the Board.
© The Team 2010

Brand pyramid
© The Team 2010

Core values
(the way we all work together)
We listen
Everything we do is based on the experiences of people affected by Parkinson’s.
We focus
We deliver results and make the most of our resources.
We inspire
Our energy and determination inspire those around us.
We innovate
We’re always looking for ways to do things better.
We’re passionate
We go the extra mile.
We’re united
We work together collaboratively. One organisation – united behind a shared vision.
© The Team 2010

Brand values
(the way we communicate)
Short
We get to the point. We say what we think.
Simple
We use friendly conversational language.
Bold
We stand out from the crowd.
Bright
We’re lively, positive and upbeat.
Human
Our personality shines through.
© The Team 2010

Phase 3/ Creative development
(Aug – Oct)
We started by doing an audit of the current identity and style of language (tone of voice).
© The Team 2010

We also looked at the brands of other charities in our sector…
© The Team 2010

We designed three options for the brand (logos, colours, typography and photography) and tested them with the same reference groups from stage two.
We then chose one route on the basis of the feedback – developed it further – and got approval from our Board.
© The Team 2010

How did we engage and involve people? © The Team 2010

Not the dreaded “B” word © The Team 2010

We used open and honest communications through all available channels from the outset, and at every stage .
This included presentations at the beginning about what a brand was and why we were re-branding.
Staff and Trustee presentations, FAQs, meetings, articles, emails and 7 regional events.
© The Team 2010

We asked people what three words they would used to describe the charity today …
© The Team 2010 1/ Informative 2/ Supportive 3/ Friendly
Passive
Distant
Disparate
Old-fashioned
Traditional
Conservative
Cautious
Complacent
Clumsy
Bureaucratic
White middle class

And what three words they would use to describe the charity they would like to see of the future …
© The Team 2010 1/ Informative 2/ Supportive 3/ Friendly
Unified
Coherent
Efficient
Bold
Modern
Dynamic
Innovative
Progressive
Pioneering
Well-known
Warm
Positive
Hope
Empowering
Cure

We involved our staff and supporters in the project all the way through, including at our AGM in September
© The Team 2010

Parkinson’s UK stencil
One of the key elements of our new look is the Parkinson’s UK. We’ve had it made especially for us.
Over time we hope people will recognise us when they see
our stencil.
© The Team 2010

Our logo
Our new name is short and simple.
Our strapline expresses our determination to improve understanding of Parkinson’s, finding a cure and inspire others to support us.
© The Team 2010

96% staff agree the charity now has a clear vision for the future
72% members believe the new brand will help the charity achieve its goals
11% increase in average donation
32% increase in direct mail response
5% ahead of fundraising target for year
74% branches adopted the new brand in the first month
© The Team 2010

Parkinson's UK presentation by Dan Dufour and Caroline Ledger

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