The importance of branding   Paul Breckell and Emma Harrison
Who are we?We’re the charity working for a world wherehearing loss doesnt limit or label people,where tinnitus is silenced...
100 years of evolution
2009Strategic review  “…we are convinced that the only way people  will make adjustments for people who are deaf is  if th...
Insight
awarenessOnly 4% of the generalpublic spontaneously      “There’s amention RNID / RoyalNational Institute for             ...
ComprehensionPublic   Supporters   Service users   Professionals   Influencers
Confusion
Value placed on hearing lossGeneral public don’t think about their hearing. Can’t imagine what               ... “Don’t th...
Next stepsStep 1.   • New Corporate identityStep 2.   • Brand positioning strategyStep 3.   • Productisation of assetsStep...
Step 2 – brand positioning
A value proposition            • The USP and added valueEmotional     which drives engagement            • Hygiene factors...
Brand modeling Proposition     Currently working with                 strategic agency to Positioning     establish our po...
Step 3 – productisation
The spectrum of need and                                            provision                       Who they are          ...
Step 4 – integrated advertising
Integrated planning - regionallyAudience + key message(s)                              Action onBrand strategy            ...
The integration onion Support  corecampaignmessage           e.g. Check your hearing                  (for over 45s in Bri...
User journeys and missionsOur value to the user                          The users value to our organisation protection   ...
Flex of the new identity
Age related hearing loss                             campaign: isolationAre you isolated from someone or are they isolated...
Protection campaign: damage        Would you do this to your ear?        • Aggressively targets a young          urban dem...
MONITORING SUCCESS                                                          -Ultimate        People acknowledge their     ...
LESSONS LEARNT• The importance of research• Leadership backing and good project management• It impacts on the whole organi...
3B - The importance of branding - Paul Breckell & Emma Harrison
3B - The importance of branding - Paul Breckell & Emma Harrison
Upcoming SlideShare
Loading in...5
×

3B - The importance of branding - Paul Breckell & Emma Harrison

605

Published on

Speakers at CFG's Annual Conference 2012

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
605
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • For anyone who doesn’t know - and there are a lot of people who don’t – Action on Hearing Loss is the new name for RNID – the Royal National Institute for Deaf People
  • In 2009 we had a major organisational shift, including:Strategic reviewRefreshed visionThe identification of a new audienceIt focused the need to:Increase awareness of RNID’s charitable propositionPut hearing on the public agendaEnsure the brand identity was an effective signature for communications
  • The RNID signature was put to the test with a series of research studies.
  • We don’t have direct competition, but we did have confusion over who we were and were regularly confused with RNLI and RNIB.
  • Action on Hearing Loss was born and launched to celebrate our Centenary on 9 June 2011, with a new consumer website, a state of the nation report which was launched at the Houses of Commons and a tea party with Prince Phillip at Buckingham Palace.But this was only stage 1 in the development of an impactful brand.
  • But a new identity is not enough to counteract the negative awareness and comprehension findings detailed.Step 2, 3 & 4 are currently work-in-progress, I can’t yet share the detail but the following slides give an overview of our approach.
  • We need to move beyond the identity to develop a brand which delivers on a functional level and engages on an emotional one; so that we can connect with the people with the need and the propensity to support.
  • In a joint project with Fundraising we are developing our positioning strategy with an underpinning brand model which includes a review of the Fundraising proposition, due for completion March 2012
  • We are also working on the productisation of our portfolio of services
  • This entails clustering our provision into packages in relation to the customer need; whether the customer is Business to consumerBusiness to businessBusiness to governmentTo make transactions as effective as possible
  • Finally we are about to pilot integrated advertising, not simply to drive awareness and participation; also to coordinate pan-organisation activities to put the fu.ll force of the organisation behind our key messages.
  • We will be taking a hot housing approach to advertisingMapping our key messages to target audience and delivering a high density media execution that results in a location being owned by Action on Hearing Loss.
  • The integration of the delivery will ensure that regardless of the key message at the core of the advertising, all functions including Fundraising will benefit from the increased awareness of the brand.
  • Piloting the two poles of our provision ‘Age related hearing loss’ and ‘protection’ to very different markets and leveraging fundraising from the increased awareness in the locations.
  • Creative execution is also part of the pilot perimetres. Testing how we can instil warmth and emotion into a very corporate identity.
  • The age related campaign leverages from the sense of grief caused by isolation of hearing loss, for the sufferer and their family and friends.
  • Targeting a young urban demographic with an aggressive lifestyle execution.
  • 3B - The importance of branding - Paul Breckell & Emma Harrison

    1. 1. The importance of branding Paul Breckell and Emma Harrison
    2. 2. Who are we?We’re the charity working for a world wherehearing loss doesnt limit or label people,where tinnitus is silenced – and wherepeople value and look after their hearing.
    3. 3. 100 years of evolution
    4. 4. 2009Strategic review “…we are convinced that the only way people will make adjustments for people who are deaf is if they appreciate and value their own hearing.”Our vision “a world where deafness or hearing loss do not limit or determine opportunity, and where people value their hearing.”
    5. 5. Insight
    6. 6. awarenessOnly 4% of the generalpublic spontaneously “There’s amention RNID / RoyalNational Institute for deaf one,Deaf People. isn’t there?“
    7. 7. ComprehensionPublic Supporters Service users Professionals Influencers
    8. 8. Confusion
    9. 9. Value placed on hearing lossGeneral public don’t think about their hearing. Can’t imagine what ... “Don’t they difficulties it would have those dogs cause to lose it. who can answerOur supporters the phone?” who’ve lost their hearing want us to tell other people how awful it is so they can prevent it for themselves.
    10. 10. Next stepsStep 1. • New Corporate identityStep 2. • Brand positioning strategyStep 3. • Productisation of assetsStep 4. • Advertising campaigns
    11. 11. Step 2 – brand positioning
    12. 12. A value proposition • The USP and added valueEmotional which drives engagement • Hygiene factors that allowRational you the right to play
    13. 13. Brand modeling Proposition Currently working with strategic agency to Positioning establish our positioning strategy, brand model andInfrastructure fundraising propositionKey messages Reasons to believe
    14. 14. Step 3 – productisation
    15. 15. The spectrum of need and provision Who they are Where they are What their need is Our role in satisfying that need The best way to make and maintain contact them Four million Two millionProtection diagnosis (BSL/English) Deaf Dual
    16. 16. Step 4 – integrated advertising
    17. 17. Integrated planning - regionallyAudience + key message(s) Action onBrand strategy Hearing Loss Town - Regional strategic partner - Advertising campaign - Integrated delivery Integrated delivery
    18. 18. The integration onion Support corecampaignmessage e.g. Check your hearing (for over 45s in Bristol), roll Roll out out specific ad and PR related tacticscampaigns e.g. GP campaign ,Hearing Health at Work Inform other e.g. Inform local trusts oraudiences MPs in Bristol about the local campaign Benefit from the e.g. holding FR events, ‘halo collections, talks at the effect’ same time in Bristol to utilise the heightened awareness
    19. 19. User journeys and missionsOur value to the user The users value to our organisation protection diagnosis support customer volunteer donor member
    20. 20. Flex of the new identity
    21. 21. Age related hearing loss campaign: isolationAre you isolated from someone or are they isolated from you?• Targets age related hearing loss segment• Emotional execution that plays on the sense of loss• Can be talking to the sufferer and/or friends and family
    22. 22. Protection campaign: damage Would you do this to your ear? • Aggressively targets a young urban demographic • Primarily protection message • High impact shock value • Uses fashion photography with the harder metaphorical portrayal of damaging your hearing
    23. 23. MONITORING SUCCESS -Ultimate People acknowledge their People with hearing No-one is isolatedaims 1-3 hearing loss and take action loss are supported through hearing loss 1. Promote early action on hearing loss to the ‘four million’ GREEN 4. Empower people who are deaf with additional support 6. Make sure that people who are deaf have access to communication support and • Quarterly monitoring needs with choice, control and independence technology 2. Campaign for high-quality and AMBER accessible audiology services AMBER 7. Target organisations to be GREEN 5. Make sure that people with more accessible to people with • Backed by detailed KPIs 3. Make sure that everyone has hearing loss or tinnitus have hearing loss access to information, advice GREEN access to the information they need to 8. Find a cure for hearing loss take action and peer support GREEN and tinnitus GREEN AMBERUltimate People protect their hearingaim 4 10. Promote the benefits of valuing and protecting hearing • On going testing of 9. Find ways to protect hearing and prevent tinnitus AMBER GREEN How must we work to deliver? 11. Use effective, joined up and customer 14. Encourage a culture that mirrors focussed systems and processes GREEN 12. Deliver a nationally recognised brand our operating principles and values GREEN 15. Sustainable volunteering 17. Fund the organisation to deliver our strategy RED applications of our corporate GREEN AMBER 13. Make sure our property meets the organisation’s needs AMBER 16. Deliver a membership strategy that expands and engages our members AMBER 18. Be guided by objective social and marketing research GREEN identity: 1a) Credible 1b) Availability of 1c) High quality 1d) Providing Charitable 1e) Provide effective biomedical communication care and effective assistive technology Impact Customer and research GREEN 2a) Beneficiaries engaged services AMBER 2b) Supporters engaged support AMBER information 2c) Brand awareness and perception AMBER GREEN 2d) Effective partnerships/ coalitions Fundraising beneficiaries Advertising GREEN AMBER RED GREEN Core 3a) Effective campaigning 3b) Quality of social researchStrategic processes GREEN GREENHealthCheck Financial Results 4a) Maintain free reserves position GREEN 5a) Level of staff 4b) Service viability/sustainability AMBER 5b) Quality of 4c) Sustainable voluntary income AMBER 5c) Horizon scanning 5d) Quality of knowledge Brand awareness People and effectiveness leadership and intelligence management knowledge GREEN GREEN gathering AMBER AMBER
    24. 24. LESSONS LEARNT• The importance of research• Leadership backing and good project management• It impacts on the whole organisation• External and internal communication are both vital• We are still learning! – the importance of on-going testing
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×