what's in a name? - all we can. brand breakfast 23 april 2015
TRANSCRIPT
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What’s in a name?
Simeon Mitchell
All We Can
23 April 2015
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April 2014
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Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning
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Audience
Competitor space
Organisation
Brand model
Strategicbrand positioning
Supporter analysisTrendsMotivationsUnmet needsSegments
Self analysisImageHeritageMission and valuesStrategic plan
CompetitoranalysisIdentityDifferentiatorsStrengthsVulnerabilities
Methodist needs
to be in the name
or strapline
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Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning
4. Finding a name
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Name filtering process
Recommendation
Creative input
Staff and trustee ideas
Supporter survey
Longlist (300+)
Selections from longlist (30)
Eliminations from medium list (10)
Scoring of medium shortlist (5)
Exploration of pros & cons of shortlist
Testing of proposed option
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• Does it appeal to you?
• Will it appeal to Methodists?
• Will it appeal to other Christians?
• Does it fit our vision and mission?
• Distinctiveness
• Energy
• Gravitas
• Longevity
• Is it easy to spell?
• Can you say: “Hello, I’m from...”
Shortlisting questions
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• Availability
• Charity Commission search
• Website address availability
• Closeness to competitors
• Trademarking
• Google result
• etc.
Screening criteria
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All We CanThe Methodist Development Agency
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Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning
4. Finding a name
5. Testing and refining
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We help people in
some of the world’s
poorest communities
to become all that
they can.
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Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning
4. Finding a name
5. Testing and refining
6. Launching
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Events
Regional preview events
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Main launch
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Results and
reflections
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www.allwecan.org.uk
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Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do.
ww.charitycomms.org.uk
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Brand Breakfast
23 April 2015
London
#brandfast
Brand Breakfast
What’s in a name?