1. Mind Brand and Fundraising Development

3. Strategic brand development methodology Desk research : 30 existing pieces In-depth interviews : 25 senior stakeholders Quantitative research : 1881 members of the public Qualitative research : 6 groups and 3 interviews Vision, Mission & Values Positioning, Proposition & Personality Recommendations driven by all audiences, including existing supporters and prospective donors Local Mind engagement Strategy consultation

4. Recommended positioning Care and Support Campaigning Research Information Local National One

5. Mind – Vision and Mission Before… Our vision is of a society that promotes and protects good mental health for all, and that treats people with experience of mental distress fairly, positively and with respect. The needs and experiences of people with mental distress drive our work and we make sure their voice is heard by those who influence change. Our independence gives us the freedom to stand up and speak out on the real issues that affect daily lives. We provide information and support, campaign to improve policy and attitudes and, in partnership with independent local Mind associations, develop local services. We do all this to make it possible for people who experience mental distress to live full lives, and play their full part in society. After… Vision: We won’t give up until everyone experiencing a mental health problem gets both support and respect. Mission : We provide advice and support to empower anyone experiencing a mental health problem. We campaign to improve services, raise awareness and promote understanding.

6. Mind – Brand Model

7. Mind – Standard Descriptors Short: We’re Mind, the mental health charity. We’re here to make sure anyone with a mental health problem has somewhere to turn for advice and support. Medium: We’re Mind, the mental health charity for England and Wales. We believe no one should have to face a mental health problem alone. We’re here for you. Today. Now. Whether you’re stressed, depressed or in crisis. We’ll listen, give support and advice and fight your corner. Long: We’re Mind, the mental health charity for England and Wales. We believe no one should have to face a mental health problem alone. We’re here for you. Today. Now. We’re on your doorstep, on the end of a phone or online. Whether you’re stressed, depressed or in crisis. We’ll listen, give you advice, support and fight your corner. And we’ll push for a better deal and respect for everyone experiencing a mental health problem.

9. Your Challenge

10. Brand identity development

11. Brand identity development

12. Fundraising propositions for research