linking pr and communications to your brand simon bottery - independent age
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Independent Age
April 8, 2023 1
Linking PR and communications to your brand
Simon Bottery - Director of Fundraising, Policy and Communications
This presentation
• Definitions • Different elements of ‘brand’• Communicating the brand
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What is a ‘brand’?
A brand is a package of thoughts and emotions…
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Knowledgeable…
Trustworthy…
…but a bit old-fashioned
…and you can never get through on the phone!
Those thoughts and emotions are based on how you look, what you say and what you do
Brand and PR
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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.
Brand communications process
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Understand mission + vision + strategy
Define and agree brand
values
Express them visually,
verbally and in behaviours
Communicate
Independent Age
1863: cash for life to prevent poverty
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Circumstances today have changed…
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Poverty of social contact
Financial povertyPoverty of
information…
causes…
2011: Counsel & Care/UBS merger
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‘ABC’ strategy
• A = advice• B = befriending• C = campaigning
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Brand values
Brand values
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Active/pro-active; independent; ‘edgy’; lively; positive; fun
Authentic; empathetic; caring; people-based; community
Enduring; long-established; champion of older people; determined
Expressing brand values
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Visual (look)
• Logo• Colours• Design/layout
Verbal (say)
• Descriptors• Language• Tone of voice
Behaviours
(do)
• Actions as organisation
• Actions as individuals
Visual identity (‘look’)
Logo
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Tree=enduring (committed)Branches = community (in touch)Berries = lively (vitality)
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Supergraphics
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Verbal identity (‘say’)
Tone of voice
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Language
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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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Behavioural identity (‘behave’)
The Independent Age approach
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Vitality – ‘active/edgy/fun’
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Vitality – ‘active/edgy/fun’
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Vitality – ‘active/edgy/fun’
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Vitality – ‘active/edgy/fun’
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The brand through social media
Tetley
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Main message
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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.
