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Rebranding your charity when, why and how for best results

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Rebranding your charity when, why and how for best results

  1. 1. Developing Your Brand and Image Conference 30 March 2011 Rebranding your charity: when, why and how for best resultsCharityComms 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. Rebranding your charity: when, why and how for best results Steven Ramsay & Juliette Stevenson
  3. 3. Rebranding• When is a good time• What can be achieved in-house• When to bring in an agency
  4. 4. Trying to change public perception
  5. 5. Supporters think that brand is dated
  6. 6. Organisational restructure
  7. 7. Develop a campaign brand
  8. 8. What can be achieved in-house (6 simple steps)
  9. 9. Now a wider audience questionnaire
  10. 10. Use questions that go a little deeper:e.g. If your brand was a famous person, who would it be and why?
  11. 11. Firstly what’s your brand style?
  12. 12. Free font sites
  13. 13. Use of images toreinforce brand
  14. 14. Tools to help you create£45 £50 £90 £1300
  15. 15. Free stock photo sites
  16. 16. Insert steves picture on his desktop of rit teachers staring at white board
  17. 17. Style guides• Organisational values• Correct use of logo/variants• Incorrect brand/logo use• Strap lines• Font usage• Colours• Templates• Use of images/photographs• Tone of voice
  18. 18. When to bring in an agency• Feedback shows brand confusion• Organisation can’t agree best approach• Lacking resources/skills
  19. 19. The Refugees intoTeaching rebrand process
  20. 20. Our brand journey, from this…
  21. 21. To this…
  22. 22. our new brand…
  23. 23. Results
  24. 24. our new brand…

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