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The Good Agency_Good bites...on branding_30 June 2010
 

The Good Agency_Good bites...on branding_30 June 2010

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Speakers: ...

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 The Good Agency_Good bites...on branding_30 June 2010 Presentation Transcript

    • Good bites…on branding Welcome and introduction Chris Norman, Strategy Director
    • People busy lives
    • BRAND
    • “Your brand is what people say about you when you are not in the room” Jeff Bezos, Amazon
    • emotionally “Your brand connects people to your thing” The Good Agency
    • 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
    • Transforms the experience
    • Trust and Belief
    • Differentiation
    • Relevance
    • Meaning
    • What does this mean to you?
    • Community
    • Loyalty
    • Focus and direction
    • Value
    • Where do things go wrong?
    • Disconnect Brand & vision Brand & policy Brand & current thinking Brand & supporters Brand & employees Brand & beneficiaries
    • Rebrand Brand refresh Brand revitalisation Brand realignment/repositioning
    • The Fawcett Society: Reconnecting your brand with its heritage
    • What’s your story?
    • 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
    • Where we looked: • Our people • Archives • Millicent texts
    • What we found: • Values • Vision • Colours
    • “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
    • What this means for Fawcett: • Grounded and confident • Revisit strategic goals • Refresh visual identity
    • Connecting your Brand, Mission and Supporters the example of EveryChild Matthew Sherrington, Director
    • 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
    • EveryChild history • History of merger • Created brand • Different supporter groups • Different messages • New programme focus
    • Communications challenges • Cold and institutional look and feel • Anonymous, generic use of photos and stories • Sensationalist, impersonal tone • Hard/soft messages out of balance
    • 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
    • Who we are and what we are about “we stop children growing up vulnerable and alone” • Caring • Expert • Inclusive • Innovative
    • Child sponsorship – a key asset
    • An evolutionary journey, focused on content ... • Clarity on the story • Photos, stories, colours • Editorial control • Message platform • Supporter dialogue • Supporter engagement • Events, e-mail
    • The need for a new logo exposed ...
    • The new logo... and aligned sub-brands
    • 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
    • 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
    • Outline 1. Ideal 2. Ideal vs Attributes Average 3. Ideal Attributes by Sector
    • Outline 1. Ideal 2. Ideal vs Attributes Average 3. Ideal Attributes by Sector
    • 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
    • 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
    • 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
    • Outline 1. Ideal 2. Ideal vs Attributes Average 3. Ideal Attributes by Sector
    • 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
    • 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
    • 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
    • Outline 1. Ideal 2. Ideal vs Attributes Average 3. Ideal Attributes by Sector
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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?
    • “The key to success is in correctly identifying the problem”
    • Good bites…on branding Any questions? Chris Norman, Strategy Director