A brand that delivers for campaigning

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Liz Marshall, Guide Dogs for the Blind Association
Brand development conference
www.charitycomms.org.uk/events

Published in: Lifestyle, Business
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A brand that delivers for campaigning

  1. 1. Guide Dogs bares its teeth: a brand that delivers for campaigning Liz Marshall, Senior communications officer
  2. 2. Guide Dogs is the UK’s “smiliest” charity…
  3. 3. Emotional response to Guide Dogs 73% 81% 81% 6% 10% 7% 5% 6% 4% 4% 6% 4% 3% 2% 2% Nov 12 Nov 11 2% 3% 2% 0% Nov 10 20% 40% 60% 80% 100% “Which of the following faces best represents how you feel about – Guide Dogs” Base: All those aware of Guide Dogs (1167) among 2,007 adults 18+, Britain Source: nfpSynergy, Brand Attributes Monitor, Nov 12 4
  4. 4. Emotional affinity with Guide Dogs 35% 36% 36% I think we would become friends 38% 35% 35% I think they would inspire me 32% 34% 36% I would like to talk to them 27% 27% 28% I would like to get to know them I think they would challenge me to think about issues or challenges 8% 11% 13% 13% I don't think we would have much in common 3% 4% 2% I think they would bore me 1% 1% 2% I think we would argue Nov 12 Nov 11 Nov 10 1% 1% 1% I think they would intimidate me 0% 10% 20% 30% 40% 50% “Just imagine if Guide Dogs/ Guide Dogs for the Blind was a person, which of the following statements best describes your reaction to them?” Base: All those aware of Guide Dogs/Guide Dogs for the Blind (1167) among 2,007 adults 18+, Britain Source: Brand Attributes, Nov 2012, nfpSynergy 5
  5. 5. Brand refresh 2009 - 2011 Two business drivers: §  Extend brand beyond dogs: services and campaigning §  Grow income and engage new audiences To support ambitious corporate strategy 2010 - 2020
  6. 6. Brand positioning and manifesto
  7. 7. Brand mission and values
  8. 8. Tone of Voice
  9. 9. Our campaigning approach §  Positive, solution focused campaigning §  Shows our passion and determination §  Become the voice of blind and partially sighted people §  Real stories – shows our human side
  10. 10. Dog Attacks campaign §  Government announced compulsory micro chipping for all dogs from 2016 §  Government also announced intention to treat attacks on assistance dogs as seriously as attacks on a person §  Moved from non campaigning to 79% of MPs aware of campaign (in 4 years) §  Profile: media coverage reach 21 million. §  Charity brand index §  CIPR Award 2013
  11. 11. Work in progress… §  Service tension. Guide dog owners scared to leave home. §  Maximising impact of our campaigning profile for fundraising data collection.

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