This presentation discusses communicating an organization's brand through public relations and communications. It defines a brand as the package of thoughts and emotions people associate with an organization based on how it looks, what it says, and what it does. The presentation outlines Independent Age's mission to prevent poverty among older people and how its brand expresses the values of being active, authentic, and enduring through its visual identity, language, behaviors, and social media presence. The goal is for all communications to align with how the organization wants to be viewed.

1. Independent Age
Linking PR and communications
to your brand
Simon Bottery - Director of
Fundraising, Policy and
Communications
19 September 1

2. This presentation
• Definitions
• Different elements of ‘brand’
• Communicating the brand
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3. What is a ‘brand’?

4. A brand is a package of thoughts and emotions…
Knowledgeable…
Trustworthy…
…but a bit
old-fashioned
…and you can
Those thoughts and emotions
never get through are based on how you look,
on the phone! what you say and what you
do
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5. Brand and PR
Our job as PR professionals/communicators is
understand how we want people to view our
organisation and get the organisation to:
- look
- speak (say)
- act (do)
in line with that vision.
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6. Brand communications process
Express them
Understand Define and
visually, verbally
mission + vision agree brand Communicate
and in
+ strategy values
behaviours
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7. Independent Age

8. 1863: cash for life to prevent poverty
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9. Circumstances today have changed…
Poverty of
social
contact
Poverty of Financial
information… poverty
causes…
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10. 2011: Counsel & Care/UBS merger
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11. ‘ABC’ strategy
• A = advice
• B = befriending
• C = campaigning
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12. Brand values

13. Brand values
Active/pro-active; independent;
‘edgy’; lively; positive; fun
Authentic;
empathetic; caring;
people-based;
community
Enduring; long-established;
champion of older people;
determined
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14. Expressing brand values
• Logo
Visual
(look) • Colours
• Design/layout
• Descriptors
Verbal
(say) • Language
• Tone of voice
• Actions as
Behaviours organisation
(do) • Actions as
individuals
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15. Visual identity (‘look’)

16. Logo
Tree=enduring (committed)
Branches = community (in touch)
Berries = lively (vitality)
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17. Supergraphics
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18. 18

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20. Verbal identity (‘say’)

21. Tone of voice
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22. Language
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23. Standard text
• Independent Age is a unique, long-established and growing charity for
thousands of older people across the UK and the Republic of Ireland.
• Founded nearly 150 years ago, Independent Age has recently merged
with two other older people's charities, Counsel and Care and
Universal Beneficent Society, to provide a broader range of services
than any of the charities could provide separately.
• The merged charity provides national information and advice service
for older people, their families and carers, focusing on three vital
areas: social care, including care at home, in hospital and residential
care, welfare benefits, befriending services and other social support.
• This is integrated with local support, including: one-to-one and group
befriending schemes, and membership of the wider Independent Age
community
• We use the knowledge we gain from providing our services to help
influence policy and practice.
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24. Behavioural identity (‘behave’)

25. The Independent Age approach
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26. Vitality – ‘active/edgy/fun’
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27. Vitality – ‘active/edgy/fun’
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28. Vitality – ‘active/edgy/fun’
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29. Vitality – ‘active/edgy/fun’
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30. The brand through social media

31. Tetley
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32. Main message
Our job is:
• understand how we want people to view our
organisation; and
• get the organisation to:
- look
- speak (say)
- act (do)
in line with that vision.
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33. Contact
• simon.bottery@independentage.org
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