Brand health check

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Brand health check

  1. 1. Developing Your Brand and Image Conference 30 March 2011 Brand Health CheckCharityComms is the professional membership body for charity communicators. Webelieve charity communications are integral to each charity’s work for a better world.W: www.charitycomms.org.uk T: 0207 426 8877 E: emma@charitycomms.org.uk
  2. 2. Brand Health CheckMichele MaddenE: michele.madden@nfpsynergy.netT: 020 7426 8888
  3. 3. Many different ways of measuring your brand TrackingRebrand Audit Refresh Baselines KPIs Dashboard
  4. 4. A check up• Brand definition o Who are we? o What are we trying to do? o Who do we need to talk to?• Have they heard the message? o Do they understand it o Will they act as a result?• Check what needs to be measured o Who needs to be measured? o What needs to be measured? o How to measure?• What to do with the findings?
  5. 5. Deciding/refining what brand health looks likeOrganisation changes Measuring keybehaviour to improve health indicators brand health Communicating Analysing key health brand health to the indicators organisation
  6. 6. Over to you....• Where is your charity is on its branding journey?• What are the issues you are facing?
  7. 7. Identifying audiences General public Journalists, MPs Staff, commissioners, volunteers
  8. 8. What are the key messages each audience needs tohear? Awareness Understanding General public Supporters, Journalists, MPs Affinity Staff, commissioners, volunteers Engagement
  9. 9. Audience Awareness Understandi Affinity Engage- Other ng ment
  10. 10. Audience Awareness Understandi Affinity Engage- Other ng mentSupporters    Volunteers StaffCorporates MPs 
  11. 11. Audience Awareness Understand- Affinity Engage- Other ing mentSupporters    What Campaign x Decision to How close Continue to stop working they feel, support/ with teenage whether they increase mums would recommend
  12. 12. Audience Awareness Understand- Affinity Engage- Other ing mentSupporters    What Campaign x Decision to How close Continue to stop working they feel, support/ with teenage whether they increase mums would recommendHow Online Supporter Supporter Supporter survey survey survey and database reports
  13. 13. Audience Awareness Understand- Affinity Engage- Other ing mentSupporters    What Campaign x Decision to How close Continue to stop working they feel, support/ with teenage whether they increase mums would recommendHow Online Supporter Supporter Supporter survey survey survey and database reportsWhen Pre and post Annual – Annual – Annual campaign March March action
  14. 14. Audience Awareness Understand- Affinity Engage- Other ing mentSupporters    What Campaign x Decision to How close Continue to stop working they feel, support/ with teenage whether they increase mums would recommendHow Online Supporter Supporter Supporter survey survey survey and database reportsWhen Pre and post Annual – Annual – Annual campaign March March actionSpecificmeasure16
  15. 15. 2-6 Tenter Ground Spitalfields London E1 7NH (w) www.nfpsynergy.net (t) 020 7426 8888 (e) insight@nfpsynergy.netRegistered office: 2-6 Tenter Ground Spitalfields London E1 7NH Registered in England No. 04387900 VAT Registration 839 8186 72

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