The document discusses rebranding charities, including when it may be necessary, what can be achieved through an in-house rebranding process, and when to hire an external agency. Some signs that rebranding may help include supporters seeing the current brand as dated or an organizational restructure. An in-house rebranding can follow six simple steps and make use of free online tools and templates. However, an agency should be brought in when feedback indicates brand confusion, the organization cannot agree on the best approach, or they lack the necessary resources and skills. The presentation then provides a case study of one charity's rebranding process and positive results.

1. Developing Your Brand and Image Conference
30 March 2011
Rebranding your charity: when, why and how for best
results
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. Rebranding your charity:
when, why and how for
best results
Steven Ramsay & Juliette Stevenson

3. Rebranding
• When is a good time
• What can be
achieved in-house
• When to bring in an
agency

5. Trying to change public
perception

6. Supporters think that
brand is dated

7. Organisational
restructure

8. Develop a campaign
brand

10. What can be achieved
in-house
(6 simple steps)

14. Now a wider audience questionnaire

15. Use questions that go a little deeper:
e.g. If your brand was a
famous person, who
would it be and why?

20. Firstly what’s your
brand style?

24. Free font sites

30. Use of images to
reinforce brand

33. Tools to help you
create
£45 £50 £90 £1300

35. Free stock photo sites

36. Insert steves picture
on his desktop of rit
teachers staring at
white board

38. Style guides
• Organisational values
• Correct use of logo/variants
• Incorrect brand/logo use
• Strap lines
• Font usage
• Colours
• Templates
• Use of images/photographs
• Tone of voice

40. When to bring in an
agency
• Feedback shows brand confusion
• Organisation can’t agree best
approach
• Lacking resources/skills

42. The Refugees into
Teaching rebrand
process

43. Our brand journey, from this…

44. To this…

45. our new brand…

46. Results

56. our new brand…