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Creating and activating Scope’s brand story | The power of human stories conference | 28 February 2019

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Danielle Wootton, head of marketing, Scope

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Creating and activating Scope’s brand story | The power of human stories conference | 28 February 2019

  1. 1. Danielle Wootton, Head of Marketing Creating and activating Scope’s brand story
  2. 2. What we’ll cover today • Why we rebranded • How we developed and brought our story to life through the four stages of brand redevelopment; • Discover - brand archetypes • Define - brand strategy and story • Design - visual identity and tone of voice • Deliver - campaign and content
  3. 3. Inclusive brand development process Discover Define Design Deliver Brand DNA workshop Brand steering group Project briefing Primary research Secondary research Market analysis Stakeholder interviews Discovery debrief Brand hypotheses Vision, mission, values Brand story Name and strapline Mood boards Audience research Refinement of strategy Brand architecture Accessibility workshops Collaborative design sprint Visual identity Tone of voice Creative presentation. Brand guidelines Training Brand activation - Inside and out.
  4. 4. Discover What is Scope’s brand DNA?
  5. 5. What Information/advice Research/prevention Campaigning Support/care
  6. 6. What: Opportunities to differentiate via focus on social change Information/advice Research/prevention Campaigning Support/care
  7. 7. What: Opportunities to differentiate via focus on social change Information/advice Research/prevention Campaigning Support/care
  8. 8. How Contemporary, campaigning, ambitious, entertaining celebratory, innovative creative Traditional, caring, personal, collaborative, positive, challenging
  9. 9. How: Opportunities to differentiate via tone and personality Contemporary, campaigning, ambitious, entertaining celebratory, innovative creative Traditional, caring, personal, collaborative, positive, challenging
  10. 10. How: Opportunities to differentiate via tone and personality Contemporary, campaigning, ambitious, entertaining celebratory, innovative creative Traditional, caring, personal, collaborative, positive, challenging
  11. 11. Challenger brands Feisty Underdog Irreverent Maverick Visionary Game Changer Real and Human Challenger Enlightened Zagger Missionary Next Generation People’s Champion Democratiser
  12. 12. The People’s Champion The People’s Champion makes a very specific claim: that it is standing up for the consumer, who has been exploited by the players in the category so far. The characters that are revered and honoured as a People’s Champion can’t simply claim this status for themselves, they have to earn it. As with all Challenger strategy and positioning, it is action, not image that counts.
  13. 13. The Game Changer The Challenger Brand that sets out to become a Game Changer isn’t simply setting out to challenge category convention (like the Enlightened Zagger or the Irreverent Maverick) but to go further. They present us with products or services that not only change how we think about the category, but go as far as to change the way we live our lives altogether.
  14. 14. Define What story do we want to tell?
  15. 15. The hypotheses The Game Changer vs. The People’s Champion
  16. 16. Both brand stories delivered excellent impressions at a top down level There were marginally higher scores for Gamechanger QA/B9. Please now think about this story, and how it makes you feel about the charity involved, how strongly did the story convey each of the following statements? 93% 91% 84% 84% 84% 83% 83% 81% 74% 91% 90% 81% 81% 84% 81% 85% 84% 73% This charity makes you realise that disabled people face unequal challenges This charity is there to empower every disabled person in Britain This charity is changing the attitudes of society This charity makes you feel like doing whatever you can to build a fairer society This charity makes you feel like doing whatever you can to end disability inequality This charity is able to bring about change This charity makes you feel positive about the future This charity makes you feel confident that you could turn to them for help if needed This charity makes you feel eager to get involved Route A: The Game Changer Route B: The People's Champion
  17. 17. Gamechanger performed strongly amongst potential customers Gamechanger lagged on making supporters feel that disabled people face unequal challenges QA/B9. Please now think about this story, and how it makes you feel about the charity involved, how strongly did the story convey each of the following statements? 67% 56% 42% 50% 49% 46% 40% 49% 39% 64% 49% 34% 39% 36% 36% 36% 38% 28% 44% 48% 35% 35% 33% 32% 38% 41% 24% This charity makes you realise that disabled people face unequal challenges This charity is there to empower every disabled person in Britain This charity is changing the attitudes of society This charity makes you feel like doing whatever you can to build a fairer society This charity makes you feel like doing whatever you can to end disability inequality This charity is able to bring about change This charity makes you feel positive about the future This charity makes you feel confident that you could turn to them for help if needed This charity makes you feel eager to get involved Customers Connected Supporters
  18. 18. The People’s Champion had much flatter impressions profile across audiences, suggesting broader appeal However it lagged slightly on making customers feel that it was able to bring about change 52% 49% 35% 46% 45% 31% 42% 45% 32% 52% 48% 34% 35% 37% 35% 41% 40% 30% 52% 50% 35% 35% 36% 38% 36% 43% 27% This charity makes you realise that disabled people face unequal challenges This charity is there to empower every disabled person in Britain This charity is changing the attitudes of society This charity makes you feel like doing whatever you can to build a fairer society This charity makes you feel like doing whatever you can to end disability inequality This charity is able to bring about change This charity makes you feel positive about the future This charity makes you feel confident that you could turn to them for help if needed This charity makes you feel eager to get involved Customers Connected Supporters
  19. 19. We tested mood boards reflective of the brand stories Game Changer Mood Board People’s Champion Mood Board 17% 83% Not WellWell 16% 84% Not WellWell QA/B10. How well do you think this mood board reflects the brand story you have just seen?
  20. 20. Testing results Bringing it all together • “Both routes are generating strong emotional response, are challenging people, are inspirational, bold, and could be taken forward successfully. • The comparisons enable us to see the tonal nuance from one to the other. The more front-foot, POV, People’s Champion elicits a stronger emotional response, but can creep into being unrealistic, where there’s a more honest solidity to Game Changer. • There’s a question of comfort zone, and as a charity, I think there’s strength to challenging, questioning, shocking (at times, and in appropriate ways), not just in ATL but in gaining incremental PR. • The tonality of Game Changer may sit better as brand fundamentals, and communication with customers, where People’s Champion could be more external, impactful, ATL communications.”
  21. 21. Scope’s vision (why we exist) We won’t stop until we achieve a society where all disabled people enjoy equality and fairness. Scope’s Mission (what we’ll do to achieve our vision) We’re a strong community, of disabled and non-disabled people, with a shared vision of equality for disabled people. We provide practical advice and emotional support whenever people need it most. We use our collective power to change attitudes and end injustice. And campaign relentlessly to create a fairer society.
  22. 22. Personality We are Disability Gamechangers, driven by the injustice and inequality facing disabled people every day. So we’ll all come together, to overcome life’s challenges, and use our collective power to achieve equality for disabled people. Proposition Let’s end disability inequality.
  23. 23. Scope’s values Pioneering Connected Open Fair We are ambitious and determined to drive change. We focus on the impact we have. We innovate and strive for better, pushing ourselves and our boundaries. We connect and collaborate internally and externally, to create a fairer society. We’ll listen and share, tapping into the expertise of others. We are transparent about what we do and how we do things. Creating supportive, accessible environments – building trust with each other and our customers to achieve more. We make sure everyone has a fair chance. We value and respect each other’s expertise and diversity. We take responsibility for what we do and support each other to succeed. Courageous We are single minded in our desire to achieve equality. We are bold, challenging the status quo, ourselves and each other. Not afraid to fail fast and learn quickly.
  24. 24. There are over 13 million disabled people in the UK. That’s one in five of us. Life is harder when you’re disabled. Twice as likely to be unemployed. Getting care is a struggle. The cost of living is higher. It’s wrong. So we’re coming together to create a fairer society. And we won’t stop until we have everyday equality. At home. At school. At work. In our communities. We’ll provide support and advice at times of need. To get the best start in life, to work, to be financially secure, and to be independent. Together we’ll challenge stigma and end the injustice. Come join us to make it happen. Let’s end disability in equality. Today. Scope’s brand story
  25. 25. Design Bringing the brand story to life
  26. 26. Deliver Activating our brand story
  27. 27. Brand campaign objectives What were we trying to achieve • Successfully launch Scope’s new brand and positioning of achieving equality for disabled people. • Demonstrate the need to work towards equality for disabled people and align Scope with that vision. • Redefine and reframe the narrative around the issues faced by disabled people. • Clearly establish Scope as a force for change in tackling these issues.
  28. 28. Aligning brand story and content • Hero content Purpose - build awareness with new audiences and land key brand messages e.g. ‘1 in 5’. Tone was bold and impactful to achieve cut-through. • Campaign content Purpose – show the evidence base for the need to change things and establish Scope brand relevance in 2018. Tone informative and educational. • Storyteller content Purpose - showcase the breadth of disabled people and their experiences but also the commonality of issues they face and the need for action. Tone authentic and emotive to motivate into action. • Community-led content. Purpose – demonstrate the variety of ways that disability equality can be achieved through what the community (broad term!) is doing. Tone inclusive and empowering.
  29. 29. Storyteller content
  30. 30. Going forward Things we’re working on right now • Strategy, brand, audience – the holy triangle • Internal brand and tone of voice guidance and training • Belts and braces – boiler plates, email signatures etc.. And most importantly; • Ensuring the brand story stays ‘live’
  31. 31. Practical things you could do • Invest in a discover phase; understand your future direction from senior leadership, listen to the front line, assess the market, look into brand theory. • Do a brand audit – if you have a brand story assess how well you’re performing against it with a review of comms across departments? • Ask the audience – commission some research, or delve into your database to find out if your brand story is well understood. Depending on where you are right now…
  32. 32. Thanks for listening Any questions?
  33. 33. The power of human stories: how to be an authentic storyteller 28 February 2019 London #CharityStories
  34. 34. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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