Natasha Roe, director, Red Pencil 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

1. Managing brands and
when to rebrand
based on findings from Small Charity Brand Survey
with Cass Centre for Charity Effectiveness
Natasha Roe, Red Pencil

2. Branding – what’s not to like?
¡ Macmillan’s rebrand helped
increase donors by 27% and
raised additional £5m.
¡ Shelter’s re-positioning helped
land new corporate partnerships.
¡ Parkinson’s UK’s voluntary income
up 15% worth extra £1m a year.
¡ Save the Children’s brand refresh
helped integrated fundraising
appeals raising over 50 % more
than target of £500,000.
Civic Society article October 2012

3. Branding just for big charities?
Benefits
Improved fundraising,
staff retention,
sustainable partnerships,
more supporters,
efficiency savings,
standing out against
competitors
140
small
charities
Brand
management

4. Getting results for your charity
Drivers
Define brand
management
Barriers

5. First define - what is branding?
¡ ‘Brand’ probably conceived in Middle Ages as
degenerate of old Norse word ‘brandr’ = branding of
cattle to denote ownership.
¡ “At its most basic level, a brand is quite simply—who you
are, what you say and what you do, and the set of
relationships that are built on that.” (Grounds 2005)
¡ “Non-profits have brands whether or not they choose to
call them that. The issue is rather whether an
organization should take steps to manage its brands.”
(Hudson 2007)

6. Brand management continuum
¡ Vision and mission
¡ Values
¡ Stakeholder analysis
¡ communications strategy
¡ Key messages and stories
¡ Language guidelines
¡ Brand architecture
¡ Visual guidelines and templates
¡ Brand ambassadors
¡ Monitoring and evaluation
¡ Stakeholder consultation
Brand remain

7. From management to rebrand?
“Successful brands grow. They don't stand still...
“They take account of the world around them and the
changing expectations of their audiences. They evolve,
without losing what is in the heart and soul of the
organisation.” (Grounds 2005)

8. Brand management continuum
¡ Refresh values
¡ Refresh colours
¡ Change strapline
¡ Change logo
¡ Change strap and logo
¡ Change name
¡ Change name and strapline
¡ Change name, strapline and logo
¡ Brand evolve
¡ Brand renew
¡ Brand revolve

9. The BIG question
Barriers
and
drivers
When to
rebrand?
When
NOT to
rebrand?

10. There are barriers that
prevent small charities from
managing their brands
Lack of understandingBranding language not
appropriate for charities
Lack of expertise
Lack of support from staff,
trustees and volunteers Lack of money
Supporters and funders do
not welcome spending on
branding
Branding not seen as a
strategic investment
Do not have the right
management structures
Do not have the resources
(people and money)
The findings – brand barriers
©Red Pencil 2013
Time can be a
big issue for
small charities
Don’t know what to
monitor – large
charity metrics not
appropriate
Need to know who
to involve
Staff supportive
of branding but
trustees don’t
support it
Don’t know where
to go for cost-
effective sources
of help

11. The findings – brand drivers
©Red Pencil 2013
This was rejected
Consistent
approach through
brand architecture
This was
rejected
Don’t know how
to do this
Leads to more
inspiring
communication

12. Questions to ask
Is our brand well known and DOES it represent our values?
Is our brand well known but DOES NOT represent our values?
Is our brand NOT well known but DOES represent our values?
Is our brand NOT well known and DOES NOT represent our values?
Free brand evaluation questionnaire at:
https://www.surveymonkey.co.uk/r/brand-models

13. Making your decision
Brand
management
continuum
• Monitoring
• Stakeholder
consultation
Barriers and
drivers
• Analyse
• Discuss how to
manage
Brand
management
continuum
• Discuss extent
of rebrand
Monitoring
and
evaluation
• Use benefits
models

14. It’s OK to say no

15. Whatever you decide – make it a
team decision and delivery

16. Tales of rebranding – Red Pencil
2002
2011
2016

17. Tales of rebranding – Campaign for
National Parks
“I think what you did with the brand was very clever and we are really
appreciating the benefits a year later on.” Helen Jackson, CEO
• Visual identity update
• Brand hierarchy
• Strapline
• Co-branding guides
• Style and language

18. Tales of rebranding – Action Hampshire
• New name
• New logo
• New strapline
• Brand guidelines
• New website

19. Tales of rebranding – The Reading Agency
• Values
• Built brand architecture
• Strapline
• Naming approach
• Rebranded areas of work
• Ongoing management

20. It doesn’t always go to plan….
The tale of MACK and NACK….

21. Over to you - brand management
and rebranding in your charities

22. Staying in touch
¡natasha@redpencil.co.uk
¡@Redpencil_
¡www.redpencil.co.uk