Independent AgeLinking PR and communicationsto your brandSimon Bottery - Director ofFundraising, Policy andCommunications1...
This presentation• Definitions• Different elements of ‘brand’• Communicating the brand                                  2
What is a ‘brand’?
A brand is a package of thoughts and emotions…                Knowledgeable…                                   Trustworthy...
Brand and PROur job as PR professionals/communicators isunderstand how we want people to view ourorganisation and get the ...
Brand communications process                                      Express them     Understand        Define and           ...
Independent Age
1863: cash for life to prevent poverty                                         8
Circumstances today have changed…                Poverty of                  social                 contact  Poverty of   ...
2011: Counsel & Care/UBS merger                                  10
‘ABC’ strategy• A = advice• B = befriending• C = campaigning                    11
Brand values
Brand values                      Active/pro-active; independent;                      ‘edgy’; lively; positive; funAuthen...
Expressing brand values                               • Logo                 Visual                 (look)        • Colour...
Visual identity (‘look’)
Logo       Tree=enduring (committed)       Branches = community (in touch)       Berries = lively (vitality)              ...
Supergraphics                17
18
19
Verbal identity (‘say’)
Tone of voice                21
Language           22
Standard text•   Independent Age is a unique, long-established and growing charity for    thousands of older people across...
Behavioural identity (‘behave’)
The Independent Age approach                               25
Vitality – ‘active/edgy/fun’                               26
Vitality – ‘active/edgy/fun’                               27
Vitality – ‘active/edgy/fun’                               28
Vitality – ‘active/edgy/fun’                               29
The brand through social media
Tetley         31
Main messageOur job is:• understand how we want people to view ourorganisation; and• get the organisation to:       - look...
Contact• simon.bottery@independentage.org                                     33
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Linking pr and communications to your brand simon bottery - independent age

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  • Branding is about getting people to think and feel what you want them to think and feel when they see your logo, hear your name etc.
  • These are not only problems older people face: also health, discrimination etc. But these are the three we focus on. And each of these also helps deal with problems such as health.
  • Linking pr and communications to your brand simon bottery - independent age

    1. 1. Independent AgeLinking PR and communicationsto your brandSimon Bottery - Director ofFundraising, Policy andCommunications19 September 1
    2. 2. This presentation• Definitions• Different elements of ‘brand’• Communicating the brand 2
    3. 3. What is a ‘brand’?
    4. 4. A brand is a package of thoughts and emotions… Knowledgeable… Trustworthy… …but a bit old-fashioned …and you can Those thoughts and emotions never get through are based on how you look, on the phone! what you say and what you do 4
    5. 5. Brand and PROur job as PR professionals/communicators isunderstand how we want people to view ourorganisation and get the organisation to: - look - speak (say) - act (do)in line with that vision. 5
    6. 6. Brand communications process Express them Understand Define and visually, verbally mission + vision agree brand Communicate and in + strategy values behaviours 6
    7. 7. Independent Age
    8. 8. 1863: cash for life to prevent poverty 8
    9. 9. Circumstances today have changed… Poverty of social contact Poverty of Financialinformation… poverty causes… 9
    10. 10. 2011: Counsel & Care/UBS merger 10
    11. 11. ‘ABC’ strategy• A = advice• B = befriending• C = campaigning 11
    12. 12. Brand values
    13. 13. Brand values Active/pro-active; independent; ‘edgy’; lively; positive; funAuthentic;empathetic; caring;people-based;community Enduring; long-established; champion of older people; determined 13
    14. 14. Expressing brand values • Logo Visual (look) • Colours • Design/layout • Descriptors Verbal (say) • Language • Tone of voice • Actions as Behaviours organisation (do) • Actions as individuals 14
    15. 15. Visual identity (‘look’)
    16. 16. Logo Tree=enduring (committed) Branches = community (in touch) Berries = lively (vitality) 16
    17. 17. Supergraphics 17
    18. 18. 18
    19. 19. 19
    20. 20. Verbal identity (‘say’)
    21. 21. Tone of voice 21
    22. 22. Language 22
    23. 23. Standard text• Independent Age is a unique, long-established and growing charity for thousands of older people across the UK and the Republic of Ireland.• Founded nearly 150 years ago, Independent Age has recently merged with two other older peoples charities, Counsel and Care and Universal Beneficent Society, to provide a broader range of services than any of the charities could provide separately.• The merged charity provides national information and advice service for older people, their families and carers, focusing on three vital areas: social care, including care at home, in hospital and residential care, welfare benefits, befriending services and other social support.• This is integrated with local support, including: one-to-one and group befriending schemes, and membership of the wider Independent Age community• We use the knowledge we gain from providing our services to help influence policy and practice. 23
    24. 24. Behavioural identity (‘behave’)
    25. 25. The Independent Age approach 25
    26. 26. Vitality – ‘active/edgy/fun’ 26
    27. 27. Vitality – ‘active/edgy/fun’ 27
    28. 28. Vitality – ‘active/edgy/fun’ 28
    29. 29. Vitality – ‘active/edgy/fun’ 29
    30. 30. The brand through social media
    31. 31. Tetley 31
    32. 32. Main messageOur job is:• understand how we want people to view ourorganisation; and• get the organisation to: - look - speak (say) - act (do)in line with that vision. 32
    33. 33. Contact• simon.bottery@independentage.org 33
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