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Hello! Parkinson’s UK Uncovered © The Team 2010
© The Team 2010 Why have we re-branded? How did we develop our brand? What does  the end result look like? What are the re...
What is a brand? <ul><li>A brand is a set of ideas, images  and associations that people  carry around in their heads abou...
<ul><li>There are three elements  that make up a brand. </li></ul>© The Team 2010
<ul><li>There are three elements  that make up a brand. </li></ul>© The Team 2010
<ul><li>There are three elements  that make up a brand. </li></ul>© The Team 2010
Why have we  re-branded? © The Team 2010
<ul><ul><li>Lot’s of people don’t understand Parkinson’s properly. </li></ul></ul><ul><li>1 in 7  people incorrectly think...
<ul><ul><li>We don’t reach everybody that we should. </li></ul></ul><ul><li>There are  120,000  people living with Parkins...
How did we develop our new brand? © The Team 2010
<ul><li>Phase 1/ Research </li></ul><ul><ul><ul><li>(March – May) </li></ul></ul></ul><ul><li>Parkinson’s Disease Society ...
© The Team 2010
© The Team 2010
<ul><li>Phase 2/ Brand development  </li></ul><ul><ul><ul><li>(May – July) </li></ul></ul></ul><ul><li>Next we defined our...
<ul><li>Brand pyramid </li></ul>© The Team 2010
<ul><li>Brand pyramid </li></ul>© The Team 2010
<ul><li>Brand pyramid </li></ul>© The Team 2010
<ul><li>Core values </li></ul><ul><ul><ul><li>(the way we all work together) </li></ul></ul></ul><ul><ul><ul><li>We listen...
<ul><li>Brand values </li></ul><ul><ul><ul><li>(the way we communicate) </li></ul></ul></ul><ul><ul><ul><li>Short </li></u...
<ul><li>Phase 3/ Creative development  </li></ul><ul><ul><ul><li>(Aug – Oct) </li></ul></ul></ul><ul><li>We started by doi...
© The Team 2010
<ul><li>We also looked at the brands of other charities in our sector… </li></ul>© The Team 2010
© The Team 2010
© The Team 2010
<ul><li>We designed three options for the  brand  (logos, colours, typography  and photography)  and tested them  with the...
How did we engage and involve people? © The Team 2010
Not the dreaded “B” word © The Team 2010
<ul><li>We used open and honest communications through  all available channels  from the outset, and  at every stage . </l...
<ul><li>We asked people what three words  they would used to describe the  charity  today … </li></ul>© The Team 2010 1/  ...
<ul><li>And what three words they would use  to describe the charity they would like  to see of  the future … </li></ul>© ...
<ul><li>We  involved our staff and supporters   in the project all the way through,  including at our AGM in September </l...
<ul><li>We made a follow up video following the creative development </li></ul>© The Team 2010
But in hindsight… © The Team 2010
What does the end result look like? © The Team 2010
 
<ul><li>Parkinson’s UK  stencil </li></ul><ul><ul><li>One of the key elements of our new  look is the Parkinson’s UK. We’v...
<ul><li>Our logo  </li></ul><ul><ul><li>Our new name is short and  simple. </li></ul></ul><ul><ul><li>Our strapline expres...
 
 
© The Team 2010
What are the results? © The Team 2010
<ul><li>96% staff agree the charity now has a clear vision for the future </li></ul><ul><li>72% members believe the new br...
© The Team 2010
© The Team 2010
© The Team 2010
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Parkinson's UK uncovered

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Caroline Ledger, Parkinson’s UK and Dan Dufour, The Team
CharityComms seminar July 15 2010
www.charitycomms.org.uk/events

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Parkinson's UK uncovered

  1. 1. Hello! Parkinson’s UK Uncovered © The Team 2010
  2. 2. © The Team 2010 Why have we re-branded? How did we develop our brand? What does the end result look like? What are the results? How did we engage and involve people?
  3. 3. What is a brand? <ul><li>A brand is a set of ideas, images and associations that people carry around in their heads about companies, products, or charities like us. </li></ul><ul><li>In other words our brand is our reputation . </li></ul>© The Team 2010
  4. 4. <ul><li>There are three elements that make up a brand. </li></ul>© The Team 2010
  5. 5. <ul><li>There are three elements that make up a brand. </li></ul>© The Team 2010
  6. 6. <ul><li>There are three elements that make up a brand. </li></ul>© The Team 2010
  7. 7. Why have we re-branded? © The Team 2010
  8. 8. <ul><ul><li>Lot’s of people don’t understand Parkinson’s properly. </li></ul></ul><ul><li>1 in 7 people incorrectly think only older people get Parkinson’s, and that people under 40 cannot get the disease. </li></ul><ul><ul><li>Lots of people haven’t heard of us or know that we can help. </li></ul></ul><ul><li>The Parkinson’s Disease Society only has 1% public awareness and only 5% of people say they have seen our old logo. </li></ul>© The Team 2010
  9. 9. <ul><ul><li>We don’t reach everybody that we should. </li></ul></ul><ul><li>There are 120,000 people living with Parkinson’s in the UK, and yet we currently only have 30,000 members . </li></ul><ul><li>We must increase our income by raising more than £27million by the end of 2014. That’s a 11% increase per year, and means inspiring lots more people to support us. </li></ul>© The Team 2010
  10. 10. How did we develop our new brand? © The Team 2010
  11. 11. <ul><li>Phase 1/ Research </li></ul><ul><ul><ul><li>(March – May) </li></ul></ul></ul><ul><li>Parkinson’s Disease Society </li></ul><ul><ul><ul><ul><li>We carried out research to find out how much we needed to change. This included interviews and focus groups with all our audiences. </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>We didn’t have a clear vision and found out that everyone explained the society in a different way. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>People didn’t like our name. Some people didn’t like the word “disease” because it sounded off-putting or contagious. Others felt the word “society” was old fashioned or sounded exclusive. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Some people criticised the culture of the charity for being divided, slow and “a bit dusty”. Like a plodding hippo rather than a fast-paced fox. </li></ul></ul></ul></ul></ul>© The Team 2010
  12. 12. © The Team 2010
  13. 13. © The Team 2010
  14. 14. <ul><li>Phase 2/ Brand development </li></ul><ul><ul><ul><li>(May – July) </li></ul></ul></ul><ul><li>Next we defined our vision, mission and values , and developed options for a new name and strapline . </li></ul><ul><li>These were tested with all our audiences (reference groups) before being agreed by the Board. </li></ul>© The Team 2010
  15. 15. <ul><li>Brand pyramid </li></ul>© The Team 2010
  16. 16. <ul><li>Brand pyramid </li></ul>© The Team 2010
  17. 17. <ul><li>Brand pyramid </li></ul>© The Team 2010
  18. 18. <ul><li>Core values </li></ul><ul><ul><ul><li>(the way we all work together) </li></ul></ul></ul><ul><ul><ul><li>We listen </li></ul></ul></ul><ul><ul><li>Everything we do is based on the experiences of people affected by Parkinson’s. </li></ul></ul><ul><ul><ul><li>We focus </li></ul></ul></ul><ul><ul><li>We deliver results and make the most of our resources. </li></ul></ul><ul><ul><ul><li>We inspire </li></ul></ul></ul><ul><ul><li>Our energy and determination inspire those around us. </li></ul></ul><ul><ul><ul><li>We innovate </li></ul></ul></ul><ul><ul><li>We’re always looking for ways to do things better. </li></ul></ul><ul><ul><ul><li>We’re passionate </li></ul></ul></ul><ul><ul><li>We go the extra mile. </li></ul></ul><ul><ul><ul><li>We’re united </li></ul></ul></ul><ul><ul><li>We work together collaboratively. One organisation – united behind a shared vision. </li></ul></ul>© The Team 2010
  19. 19. <ul><li>Brand values </li></ul><ul><ul><ul><li>(the way we communicate) </li></ul></ul></ul><ul><ul><ul><li>Short </li></ul></ul></ul><ul><ul><li>We get to the point. We say what we think. </li></ul></ul><ul><ul><ul><li>Simple </li></ul></ul></ul><ul><ul><li>We use friendly conversational language. </li></ul></ul><ul><ul><ul><li>Bold </li></ul></ul></ul><ul><ul><li>We stand out from the crowd. </li></ul></ul><ul><ul><ul><li>Bright </li></ul></ul></ul><ul><ul><li>We’re lively, positive and upbeat. </li></ul></ul><ul><ul><ul><li>Human </li></ul></ul></ul><ul><ul><li>Our personality shines through. </li></ul></ul>© The Team 2010
  20. 20. <ul><li>Phase 3/ Creative development </li></ul><ul><ul><ul><li>(Aug – Oct) </li></ul></ul></ul><ul><li>We started by doing an audit of the current identity and style of language (tone of voice). </li></ul>© The Team 2010
  21. 21. © The Team 2010
  22. 22. <ul><li>We also looked at the brands of other charities in our sector… </li></ul>© The Team 2010
  23. 23. © The Team 2010
  24. 24. © The Team 2010
  25. 25. <ul><li>We designed three options for the brand (logos, colours, typography and photography) and tested them with the same reference groups from stage two. </li></ul><ul><li>We then chose one route on the basis of the feedback – developed it further – and got approval from our Board. </li></ul>© The Team 2010
  26. 26. How did we engage and involve people? © The Team 2010
  27. 27. Not the dreaded “B” word © The Team 2010
  28. 28. <ul><li>We used open and honest communications through all available channels from the outset, and at every stage . </li></ul><ul><li>This included presentations at the beginning about what a brand was and why we were re-branding. </li></ul><ul><li>Staff and Trustee presentations, FAQs, meetings, articles, emails and 7 regional events. </li></ul>© The Team 2010
  29. 29. <ul><li>We asked people what three words they would used to describe the charity today … </li></ul>© The Team 2010 1/ Informative 2/ Supportive 3/ Friendly <ul><ul><li>Passive </li></ul></ul><ul><ul><li>Distant </li></ul></ul><ul><ul><li>Disparate </li></ul></ul><ul><ul><li>Old-fashioned </li></ul></ul><ul><ul><li>Traditional </li></ul></ul><ul><ul><li>Conservative </li></ul></ul><ul><ul><li>Cautious </li></ul></ul><ul><ul><li>Complacent </li></ul></ul><ul><ul><li>Clumsy </li></ul></ul><ul><ul><li>Bureaucratic </li></ul></ul><ul><ul><li>White middle class </li></ul></ul>
  30. 30. <ul><li>And what three words they would use to describe the charity they would like to see of the future … </li></ul>© The Team 2010 1/ Informative 2/ Supportive 3/ Friendly <ul><ul><li>Unified </li></ul></ul><ul><ul><li>Coherent </li></ul></ul><ul><ul><li>Efficient </li></ul></ul><ul><ul><li>Bold </li></ul></ul><ul><ul><li>Modern </li></ul></ul><ul><ul><li>Dynamic </li></ul></ul><ul><ul><li>Innovative </li></ul></ul><ul><ul><li>Progressive </li></ul></ul><ul><ul><li>Pioneering </li></ul></ul><ul><ul><li>Well-known </li></ul></ul><ul><ul><li>Warm </li></ul></ul><ul><ul><li>Positive </li></ul></ul><ul><ul><li>Hope </li></ul></ul><ul><ul><li>Empowering </li></ul></ul><ul><ul><li>Cure </li></ul></ul>
  31. 31. <ul><li>We involved our staff and supporters in the project all the way through, including at our AGM in September </li></ul>© The Team 2010
  32. 32. <ul><li>We made a follow up video following the creative development </li></ul>© The Team 2010
  33. 33. But in hindsight… © The Team 2010
  34. 34. What does the end result look like? © The Team 2010
  35. 36. <ul><li>Parkinson’s UK stencil </li></ul><ul><ul><li>One of the key elements of our new look is the Parkinson’s UK. We’ve had it made especially for us. </li></ul></ul><ul><ul><li>Over time we hope people will recognise us when they see </li></ul></ul><ul><ul><li>our stencil. </li></ul></ul>© The Team 2010
  36. 37. <ul><li>Our logo </li></ul><ul><ul><li>Our new name is short and simple. </li></ul></ul><ul><ul><li>Our strapline expresses our determination to improve understanding of Parkinson’s, finding a cure and inspire others to support us. </li></ul></ul>© The Team 2010
  37. 40. © The Team 2010
  38. 41. What are the results? © The Team 2010
  39. 42. <ul><li>96% staff agree the charity now has a clear vision for the future </li></ul><ul><li>72% members believe the new brand will help the charity achieve its goals </li></ul><ul><li>11% increase in average donation </li></ul><ul><li>32% increase in direct mail response </li></ul><ul><li>5% ahead of fundraising target for year </li></ul><ul><li>74% branches adopted the new brand in the first month </li></ul>© The Team 2010
  40. 43. © The Team 2010
  41. 44. © The Team 2010
  42. 45. © The Team 2010

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