The Good Agency_Good bites...on branding_30 June 2010

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Speakers:

Chris Norman, Director, The Good Agency

Rowena Lewis, Head of Fundraising and Development, The Fawcett Society:
Reconnecting your brand with its heritage

Matthew Sherrington, Strategy Director, The Good Agency (formerly Director of
Fundraising and Communications, EveryChild):
Connecting the brand, mission and supporters

Joe Saxton, Founder, nfp Synergy:
Attributes of the public’s ‘ideal’ charity brands

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The Good Agency_Good bites...on branding_30 June 2010

  1. 1. Good bites…on branding Welcome and introduction Chris Norman, Strategy Director
  2. 2. People busy lives
  3. 3. BRAND
  4. 4. “Your brand is what people say about you when you are not in the room” Jeff Bezos, Amazon
  5. 5. emotionally “Your brand connects people to your thing” The Good Agency
  6. 6. One off Long term Emergency Volunteer Recipients Admin Do Field Campaign Delivery Supporters BRAND Staff Admin Committed HQ Give Influencers Delivery Cash Media Gov’t Academics
  7. 7. Transforms the experience
  8. 8. Trust and Belief
  9. 9. Differentiation
  10. 10. Relevance
  11. 11. Meaning
  12. 12. What does this mean to you?
  13. 13. Community
  14. 14. Loyalty
  15. 15. Focus and direction
  16. 16. Value
  17. 17. Where do things go wrong?
  18. 18. Disconnect Brand & vision Brand & policy Brand & current thinking Brand & supporters Brand & employees Brand & beneficiaries
  19. 19. Rebrand Brand refresh Brand revitalisation Brand realignment/repositioning
  20. 20. The Fawcett Society: Reconnecting your brand with its heritage
  21. 21. What’s your story?
  22. 22. Why we looked at brand: • Vision A society in which women and men enjoy equality at work, at home and in public life • External brand perception
  23. 23. Where we looked: • Our people • Archives • Millicent texts
  24. 24. What we found: • Values • Vision • Colours
  25. 25. “We worked for it with ardour and passion because it was stuff of the conscience with us that it would benefit not women only, but the whole community; this is what we meant when we called our paper the Common Cause. It was the cause of men, women and children.” Millicent Garrett Fawcett, 1918
  26. 26. What this means for Fawcett: • Grounded and confident • Revisit strategic goals • Refresh visual identity
  27. 27. Connecting your Brand, Mission and Supporters the example of EveryChild Matthew Sherrington, Director
  28. 28. What we were looking for • Essence: who we are and what we are about • Integrity: being true to ourselves, and mission • Alignment: of perceptions, reality, vision • Coherence: the story we tell, consistently
  29. 29. EveryChild history • History of merger • Created brand • Different supporter groups • Different messages • New programme focus
  30. 30. Communications challenges • Cold and institutional look and feel • Anonymous, generic use of photos and stories • Sensationalist, impersonal tone • Hard/soft messages out of balance
  31. 31. Focus: Children without Parental Care • Children at risk Vision: a world where every • Vulnerable and alone child enjoys the right to a childhood in a safe and • Poverty and violence caring family, free from poverty, violence and • Childhood and play exploitation • Family • Protection and Safety • Love and care
  32. 32. Who we are and what we are about “we stop children growing up vulnerable and alone” • Caring • Expert • Inclusive • Innovative
  33. 33. Child sponsorship – a key asset
  34. 34. An evolutionary journey, focused on content ... • Clarity on the story • Photos, stories, colours • Editorial control • Message platform • Supporter dialogue • Supporter engagement • Events, e-mail
  35. 35. The need for a new logo exposed ...
  36. 36. The new logo... and aligned sub-brands
  37. 37. What does the public’s ideal charity brand look like? Joe Saxton June 2010 Tel: 020 7426 8868 Email: joe.saxton@nfpsynergy.net Web: www.nfpsynergy.net
  38. 38. We asked the public to pick the attributes of their ideal charity. Can you guess the top five? • Accountable • Helpful • Ambitious • Heroic • Approachable • Honest • Authoritative • Inclusive • Bold / Direct • Independent • Boring • Informative • Campaigning • Innovative • Caring/Compassionate • Inspiring • Cautious • Modern • Challenging • Outspoken • Conservative • Passionate • Determined/dedicated • Positive • Dynamic • Practical • Effective/Cost-effective • Professional • Empowering • Reputable • Established • Responsive • Exclusive • Supportive • Fair • Sympathetic • Focused • Traditional • Friendly/Welcoming • Trustworthy • Generous • Visionary • Greedy/Rich
  39. 39. Outline 1. Ideal 2. Ideal vs Attributes Average 3. Ideal Attributes by Sector
  40. 40. Outline 1. Ideal 2. Ideal vs Attributes Average 3. Ideal Attributes by Sector
  41. 41. The complexity of the ideal charity brand “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, nfpSynergy Base: 2,008 adults 16+, Britain, April 2010 44 44
  42. 42. Top 20 ideal charity attributes Trustworthy 63% Caring/Compassionate 56% Honest 54% Supportive 50% Friendly/Welcoming 44% Helpful 42% Approachable 37% Professional 37% Informative 33% Passionate 32% Effective/Cost-effective 31% Determined/dedicated 30% Positive 30% Sympathetic 28% Accountable 27% Reputable 25% Practical 24% Focused 23% Inspiring 23% Campaigning 22% 0% 20% 40% 60% 80% 100% “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, nfpSynergy Base: 2,008 adults 16+, Britain, April 2010 45
  43. 43. Next 16 ideal charity attributes Fair 21% Responsive 18% Visionary 15% Independent 14% Ambitious 7% Empowering 14% Challenging 7% Authoritative 5% Generous 13% Outspoken 5% Bold / Direct 4% Innovative 12% Heroic 4% Established 11% Traditional 4% Cautious 2% Inclusive 10% Conservative 1% Exclusive 1% Modern 8% Greedy/Rich 1% Boring 0% Dynamic 8% 0% 20% 40% 60% 80% 100% “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, nfpSynergy Base: 2,008 adults 16+, Britain, April 2010 46
  44. 44. Outline 1. Ideal 2. Ideal vs Attributes Average 3. Ideal Attributes by Sector
  45. 45. Ideal and average attributes gap Attributes with potential for improvement Honest 54% 21% Trustworthy 63% 30% Caring / Compassionate 56% 33% Effective / Cost-effective 31% 8% Accountable 27% 8% Friendly / Welcoming 44% Average Ideal 26% Passionate 32% 15% Supportive 50% 33% Approachable 37% 20% Determined / dedicated 30% 16% 0% 20% 40% 60% 80% 100% “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, nfpSynergy Base: 2,008 adults 16+, Britain, April 2010 48
  46. 46. Ideal and average attributes gap Attributes with potential for improvement Informative 33% 22% Professional 37% 26% Positive 30% 19% Helpful 42% 31% Average Ideal 21% Ideal Fair Generous 7% 13% 10% Innovative 6% 12% 23% Responsive 12% 18% Inspiring 13% Average Campaigning 18% 22% Empowering 10% 14% Sympathetic 28% Independent 10% 14% 21% Dynamic 5% 8% 23% Inclusive 8% 10% Focused 16% Ambitious 6% 7% Bold / Direct 3% 4% Visionary 15% Outspoken 4% 5% 8% 0% 20% 40% 60% 80% 100% “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, nfpSynergy Base: 2,008 adults 16+, Britain, April 2010 49
  47. 47. Ideal and average attributes gap Attributes for which charities are doing at least as well as the ideal blueprint Reputable 25% 25% Modern 8% 8% Heroic 4% 4% Cautious 2% 3% Greedy / Rich 1% 2% Challenging 7% 9% Exclusive 1% 4% Average Ideal Practical 24% 27% Authoritative 5% 9% Boring 0 5% Conservative 1% 7% Established 11% 29% Traditional 4% 23% 0% 20% 40% 60% 80% 100% “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, nfpSynergy Base: 2,008 adults 16+, Britain, April 2010 50
  48. 48. Outline 1. Ideal 2. Ideal vs Attributes Average 3. Ideal Attributes by Sector
  49. 49. Top 10 Ideal attributes for charities working in Child Welfare Trustworthy 45% Caring / Compassionate 45% Supportive 36% Friendly / Welcoming 36% Honest 34% Professional 30% Approachable 30% Sympathetic 27% Helpful 27% Determined / dedicated 24% 0% 10% 20% 30% 40% 50% “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, nfpSynergy Base: 2,008 adults 16+, Britain, April 2010 52 52
  50. 50. Top 10 Ideal attributes for Youth Organisations Trustworthy 39% Friendly / Welcoming 39% Supportive 29% Honest 28% Approachable 27% Caring / Compassionate 25% Inspiring 24% Professional 23% Helpful 22% Positive 21% 0% 10% 20% 30% 40% 50% “Please choose up to 10 words that you think describe your IDEAL charity working in….” Source: Brand Attributes, nfpSynergy Base: 2,008 adults 16+, Britain, Apr 2010 53
  51. 51. Top 10 Ideal attributes for charities working in Disability and Sensory Impairment Caring / Compassionate 42% Supportive 38% Trustworthy 37% Friendly / Welcoming 35% Helpful 31% Honest 29% Approachable 28% Sympathetic 27% Professional 27% Informative 23% 0% 10% 20% 30% 40% 50% “Please choose up to 10 words that you think describe your IDEAL charity working in….” Source: Brand Attributes, nfpSynergy Base: 2,008 adults 16+, Britain, Apr 2010 54
  52. 52. Top 10 Ideal attributes for charities working in Health Caring / Compassionate 40% Trustworthy 39% Professional 35% Supportive 34% Honest 31% Friendly / Welcoming 29% Informative 28% Helpful 28% Effective / Cost-effective 26% Approachable 25% 0% 10% 20% 30% 40% 50% “Please choose up to 10 words that you think describe your IDEAL charity working in….” Source: Brand Attributes, nfpSynergy Base: 2,008 adults55 16+, Britain, Apr 2010
  53. 53. Top 10 Ideal attributes for charities working in Environment and Conservation Trustworthy 35% Effective / Cost-effective 29% Honest 28% Informative 27% Campaigning 27% Professional 26% Practical 25% Accountable 25% Passionate 21% Determined / dedicated 21% 0% 10% 20% 30% 40% 50% “Please choose up to 10 words that you think describe your IDEAL charity working in…” Source: Brand Attributes, nfpSynergy Base: 2,008 adults 16+, Britain, Apr 2010 56
  54. 54. Top 10 Ideal attributes for charities working in Social Welfare Trustworthy 33% Caring / Compassionate 31% Supportive 29% Honest 28% Helpful 28% Friendly / Welcoming 28% Professional 27% Approachable 25% Practical 21% Informative 21% 0% 10% 20% 30% 40% 50% “Please choose up to 10 words that you think describe your IDEAL charity working in…” Source: Brand Attributes, nfpSynergy Base: 2,008 adults 16+, Britain, Apr 2010 57
  55. 55. Top 10 Ideal attributes for charities working in International Aid and Development Trustworthy 32% Effective / Cost-effective 27% Honest 26% Professional 25% Accountable 24% Caring / Compassionate 23% Practical 22% Supportive 20% Helpful 19% Campaigning 18% 0% 10% 20% 30% 40% 50% “Please choose up to 10 words that you think describe your IDEAL charity working in…” Source: Brand Attributes, nfpSynergy Base: 2,008 adults 16+, Britain, Apr 2010 58
  56. 56. Top 10 Ideal attributes for charities working in Housing and Homelessness Supportive 38% Trustworthy 32% Supportive 32% Caring / Compassionate 31% Friendly / Welcoming 29% Helpful 28% Approachable 27% Honest 26% Practical 25% Professional 24% 0% 10% 20% 30% 40% 50% “Please choose up to 10 words that you think describe your IDEAL charity working in…” Source: Brand Attributes, nfpSynergy Base: 2,008 adults 16+, Britain, Apr 2010 59
  57. 57. Top 10 Ideal attributes for charities working in Advice and Information Services Trustworthy 35% Helpful 33% Informative 32% Honest 32% Professional 31% Approachable 29% Friendly / Welcoming 29% Supportive 27% Practical 23% Reputable 20% Effective / Cost-effective 20% 0% 10% 20% 30% 40% 50% “Please choose up to 10 words that you think describe your IDEAL charity working in…” Source: Brand Attributes, nfpSynergy Base: 2,008 adults 16+, Britain, Apr 2010 60
  58. 58. 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? • 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?
  59. 59. “The key to success is in correctly identifying the problem”
  60. 60. Good bites…on branding Any questions? Chris Norman, Strategy Director

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