rebranding your charity when, why and how for best results
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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: [email protected]
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…