The document discusses developing and measuring a charity's brand health. It suggests conducting a brand definition audit to understand how stakeholders perceive the brand's message and values. Key aspects to measure include brand awareness, understanding, affinity, and engagement among different audiences like supporters, volunteers, and staff. Metrics should be identified for each audience and measured over time to analyze the brand's health and make any necessary changes to improve communication and outcomes. The conference aims to help charities refine their approach to defining, measuring, and strengthening their brand.

1. Developing Your Brand and Image Conference
30 March 2011
Brand Health Check
CharityComms is the professional membership body for charity communicators. We
believe 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. Brand Health Check
Michele Madden
E: michele.madden@nfpsynergy.net
T: 020 7426 8888

3. Many different ways of measuring your brand
Tracking
Rebrand Audit Refresh
Baselines KPIs Dashboard

5. 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?

6. Deciding/refining
what brand health
looks like
Organisation changes
Measuring key
behaviour to improve
health indicators
brand health
Communicating
Analysing key health
brand health to the
indicators
organisation

7. Over to you....
• Where is your charity is on its branding journey?
• What are the issues you are facing?

9. Identifying audiences
General public
Journalists, MPs
Staff, commissioners,
volunteers

10. What are the key messages each audience needs to
hear?
Awareness
Understanding
General public
Supporters,
Journalists, MPs
Affinity
Staff, commissioners,
volunteers
Engagement

11. Audience Awareness Understandi Affinity Engage- Other
ng ment

12. Audience Awareness Understandi Affinity Engage- Other
ng ment
Supporters    
Volunteers 
Staff
Corporates 
MPs 

13. Audience Awareness Understand- Affinity Engage- Other
ing ment
Supporters    
What Campaign x Decision to How close Continue to
stop working they feel, support/
with teenage whether they increase
mums would
recommend

14. Audience Awareness Understand- Affinity Engage- Other
ing ment
Supporters    
What Campaign x Decision to How close Continue to
stop working they feel, support/
with teenage whether they increase
mums would
recommend
How Online Supporter Supporter Supporter
survey survey survey and
database
reports

15. Audience Awareness Understand- Affinity Engage- Other
ing ment
Supporters    
What Campaign x Decision to How close Continue to
stop working they feel, support/
with teenage whether they increase
mums would
recommend
How Online Supporter Supporter Supporter
survey survey survey and
database
reports
When Pre and post Annual – Annual – Annual
campaign March March
action

16. Audience Awareness Understand- Affinity Engage- Other
ing ment
Supporters    
What Campaign x Decision to How close Continue to
stop working they feel, support/
with teenage whether they increase
mums would
recommend
How Online Supporter Supporter Supporter
survey survey survey and
database
reports
When Pre and post Annual – Annual – Annual
campaign March March
action
Specific
measure
16

17. 2-6 Tenter Ground
Spitalfields
London
E1 7NH
(w) www.nfpsynergy.net
(t) 020 7426 8888
(e) insight@nfpsynergy.net
Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH
Registered in England No. 04387900
VAT Registration 839 8186 72