www.charitycomms.org.uk/events

1. Developing Your Brand and Image Conference
30 March 2011
Linking strategy to brand
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. Independent Age
Linking strategy to brand
Simon Bottery - Director of
Fundraising, Policy and
Communications
31 March 2011 2

3. This presentation
• Definitions
• Our strategy, old and new
• Different elements of „brand‟
• Realising the brand
• Implementation
3

4. Definitions

5. A brand is a package of thoughts and emotions…
Knowledgeable…
Trustworthy…
…but a bit
old-fashioned
…and you can
never get through
on the phone!
5

6. Process

7. Five steps to creating your brand
Illustrate them
Clarify mission
Agree brand visually, Test audience
+ vision + verbally and in Implement
strategy values understanding
behaviours
Vision = the world you want to see
Mission = how you‟re going to help bring it about
(who you help and how you help them)
Strategy = activities/objectives for next 3-5 years
Brand values = qualities that make you valuable and
(ideally) unique
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8. Our strategy, old and new

9. 1863: cash for life to prevent poverty
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10. For the ‘upper and middle classes’...
10

11. Circumstances today have changed…
Poverty of
social
contact
Poverty of Financial
information… poverty
causes…
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12. 2004: New name and logo
„Social contribution‟
replaces „class‟
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13. 2009 review of ‘ethos’ and strategy
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14. 2010: ‘a support community’
Social
contact
and
community
Information
and advice
Improved
quality of life
provides…
Help with
finances
(We campaign to help those
we can’t reach directly)
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15. New service model
Social Social groups – face to face/telephone
Magazine and other communication
contact
and
community
1:1 befriending for those in most need
Helpline
Newsletter and information booklets
Information
and advice
Casework for those in most need
Usually through information and advice
Grants for those in greatest need
Help with
finances
Regular payments phased out
15

16. One big change, one thing stays the same
 „Social contribution‟ gone…
 „Support for life‟ remains
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17. Brand values

18. Our brand values
18

19. Visual identity

20. Mood boards
20

21. Route 1: A mark of promise

22. Route 2: A vital community
22

23. Route 3: Enabling independence
23

24. Testing
• Internal („bird‟ fell at this stage)
• Online testing: www.fastmap.com
• External focus groups
• Internal focus groups (as sense check)
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25. External testing was key
Logo choice
50
45
40
35
30
percent
25
20
15
10
5
0
Heart Tree Current logo
Orange 27 44 29
Pink 26 43 31
25

26. The public loved the tree of life…
This logo shows an image or perception of a `tree` which ages in life as
it grows. It has `branches` which could represent all the various
things that Independent Age can assist with for people of the older
generation
The tree is supporting the bird. The tree has fruit on it which will benefit
the bird. The image has a modern feel, without being modernist. I
think it is really appropriate
The symbol looks like a thriving tree which is what older people should be
able to do in their own home
I like the idea of the tree, old but strong
It shows the tree of life, branching out to support its fruit
The blossoming nature of the logo suggests a warm embracing culture
which represents care and support
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27. Colour choice
Colour choice - tree of life
40
35
30 Blue was favourite but
percnet
not a good fit with the
25
20
15
10
5 personality. Orange
least preferred.
0
Blue Purple Orange Red
First pref 34 31 12 23
Second pref 29 26 21 24
Third pref 17 23 30 30
Last pref 21 20 36 23
Qualities of red/purple
logo
50 Red was a better fit
with the personality
40
percent
30
20
10
0
than purple (and focus
Active
Approac
hable
Caring
Practica
l
Friendly groups said purple =
Red 28 26 26 29 32 death)
Purple 19 35 36 22 45
27

28. Final logo and strapline
28

29. Supergraphics
29

30. 30

31. 31

32. Royal Crest retained as endorsement
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33. Verbal identity

34. Strapline
34

35. Tone of voice
35

36. Language
36

37. Descriptors
“Independent Age is a unique and growing
charity: a support community for thousands of
older people across the UK and the Republic of
Ireland.
We offer a „helping hand from a trusted friend‟,
tackling older people‟s poverty and loneliness by
offering information, advice and friendship.
Our help varies according to the type and extent
of the individual‟s need.”
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38. Behavioural identity

39. The Independent Age approach
39

40. Implementation

41. Head office
41

42. 42

43. 43

44. 44

45. Learnings
1. Make sure you‟ve got a vision, mission and
strategy
2. Trustees and colleagues must be onside
3. Brand values are critical
4. Work on visual, verbal and behavioural IDs
5. Get the best agency support you can afford in
the area you‟re weakest
6. It doesn‟t all come together perfectly
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46. Contact
• simon.bottery@independentage.org.uk
• caroline.moye@independentage.org.uk
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