This document discusses measuring the success of brand repositioning for charities and non-profits. It provides examples of awareness levels over time for organizations that underwent rebrands, such as Age UK and Arthritis Research UK, which saw increased awareness after merging and rebranding. The document also outlines key steps for measuring brand health, including identifying target audiences, mapping their brand journey, selecting appropriate key performance indicators, and ensuring measures are proportionate to spending. Communicating results to stakeholders is important to influence organizational behavior.

1. Pole Position
Measuring success after brand
repositioning
Michele Madden, Managing Director
Jennifer Shea, Research Director

2. 2
How not to measure success

3. Where are you coming from?
3

4. • You have merged with another organisation
• You have changed your purpose
• Your name is no longer tenable
• To re-engage with key audiences
• To broaden your appeal
4
What is driving your re-positioning?

5. What can we learn?
5

6. 6
Total Awareness
Age Concern & Help the Aged/ Age UK 2010
93%
77%
95%
77%
65%
86%
Feb
09
Jun
09
Oct
09
Feb
10
Jun
10
Oct
10
Jan
11
May
11
Sep
11
Jan
12
Sep
12
Jan
13
May
13
Sep
13
Jan
14
Apr
14
Jul 14 Oct
14
Jan
15
Age Concern/
Age UK
telephone data
Help the Aged/
Age UK
telephone data
Age UK online
data
“Please indicate whether you have heard of the following charities or organisations?”
Rebrand

7. 36%
36%
33%
54%
Feb
09
Jun
09
Oct
09
Feb
10
Jun
10
Oct
10
Jan
11
May
11
Sep
11
Jan
12
Sep
12
Jan
13
May
13
Sep
13
Jan
14
Apr
14
Jul 14 Oct
14
Jan
15
Telephone data
Online data
Total Awareness
Arthritis Research Campaign/Arthritis Research UK 2010
Rebrand
“Please indicate whether you have heard of the following charities or organisations?”
7

8. Total Awareness
Macmillan Cancer Relief/Support 2006
8
86%
94%
Jul
05
Oct
05
Jan
06
May
06
Oct
06
Feb
07
Jun
07
Oct
07
Feb
08
Jun
08
Oct
08
Feb
09
Jun
09
Oct
09
Feb
10
Oct
10
Jan
11
May
11
Sep
11
Jan
12
Sep
12
Macmillan Cancer
Relief/Support
“Please indicate whether you have heard of the following charities or organisations?”
Awareness Raising
Campaign 07
Rebrand

9. Total Awareness
Girlguiding UK/ Girlguiding
10
39%
45%
63%
Mar 11 Jul 11 Sep 11 Nov 11 Jan 12 Mar 12 May 12 Sep 12 Jan 13 May 13 Sep 13 Jan 14 Apr 14 Jul 14 Oct 14
“Please indicate whether you have heard of the following charities or organisations?”
Base: 1,000 adults 16+, Britain
Source: Charity Awareness Monitor, Oct 14, nfpSynergy
* Prior to May 13 prompted as Girlguiding UK

10. Total Awareness
RNID/Action on Hearing Loss 2011
11
59%
12%
Jun 10 Oct 10 Jan 11 May 11 Sep 11 Jan 12 Sep 12
“Please indicate whether you have heard of the following charities or organisations?”
Base: 1,000 adults 16+, Britain
Source: Charity Awareness Monitor, Oct 14, nfpSynergy
Rebrand

11. How can you measure
success?
12

12. 13
Deciding/
refining
what
brand
health
looks like
Measuring
key health
indicators
Analysing
key health
indicators
Communicating
brand health to
the organisation
Organisation
changes
behaviour to
improve
brand health

13. A starter for ten…..
• Who are our key audiences?
• What should the brand journey look like?
• What measures should we use for each
audience?
• How do we set KPIs on the new brand?
14

14. Mapping audiences
General
public
segments
Influencers
MPs
Journalists
Donors
Commissione
rs
Campaigners
Staff
volunteers
beneficiaries
members
15

15. Sample brand journey
Awareness
• Brand
awareness
• Recall of activity
Understanding
• Services
• Campaigns
Affinity
• Perceptions
• Emotional
responses
Engagement
• Donating
• Volunteering
16

16. Audience-journey intersection
Awareness
Understanding
Affinity
Engagement
17
General
public
segments
Influencers
MPs
Journalists
Donors
commissioners
campaigners
Staff
volunteers
beneficiaries
members

17. What kinds of measures are available?
• Simple counts
• Increase in income (% or absolute)
• Awareness measures
o Spontaneous
o Semi-prompted
o Prompted
• Ranking scores
• Composite scores and indices
• External data
18

18. Issues to consider
• Strategic direction
• Setting targets
• Proportionate in spend
• Key audiences/segments
• Presentation and communication
19

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