rebranding your charity when, why and how for best results

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

Rebranding your charity:

when, why and how for

best results

Steven Ramsay & Juliette Stevenson

Rebranding

• When is a good time

• What can be

achieved in-house

• When to bring in an

agency

Trying to change public

perception

Supporters think that

brand is dated

Organisational

restructure

Develop a campaign

brand

What can be achieved

in-house

(6 simple steps)

Now a wider audience questionnaire

e.g. If your brand was a

famous person, who

would it be and why?

Use questions that go a little deeper:

Firstly what’s your

brand style?

Free font sites

Use of images to

reinforce brand

Tools to help you

create

£45 £90£50 £1300

Free stock photo sites

Insert steves picture

on his desktop of rit

teachers staring at

white board

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

When to bring in an

agency

• Feedback shows brand confusion

• Organisation can’t agree best

approach

• Lacking resources/skills

The Refugees into

Teaching rebrand

process

Our brand journey, from this…

To this…

our new brand…

Results

our new brand…