breakout c: brand management without a big budget

The Small Charity

Brand Survey –exploring strategic brand

management

Natasha Roe, Red Pencil

Charity brand media headlines

Shelter’s re-positioning helped land new corporate partnerships.

Macmillan’s rebrand helped increase donors by 27% and raised additional £5m.

Parkinson’s UK’s voluntary income up 15% worth extra £1m a year.

Save the Children’s brand refresh helped integrated fundraising appeals raising over 50 % more than target of £500,000.

Civic Society article October 2012

What we did

Reviewed existing branding research with large charities, corporates and SMEs.

Defined areas to test – barriers and benefits.

Developed models.

Ran survey.

Ran Appreciative Inquiry workshop.

Analysis, evaluation and conclusions.

Brand management continuum

Brand management continuum Brand guidelines

Style guidelines and planned communications

Clear brand architecture

Stakeholder consultation

Refresh values

Refresh colours

Change strapline

Change logo

Change strap and logo

Change name

Change name and strapline

Change name, strapline and logo

Brand remain

Brand evolve

Brand renew

Brand revolve

Small charities on the continuum

©Red Pencil 2013

Brand management activities

©Red Pencil 2013

visionvaluescommskeymsglangguidebrandvisualguidebrandM&Estakeholderrefreshcoloursstraplinelogostrap&logonamenamename,logo&missionstrategy+stories arch+templatesambassadorsconsulta onvalues &strap&strap

Brandremain Brandevolve BrandrenewBrandrevolve

©RedPencil2013(adaptedfromKhanandEde2009andStuartandMuzellec2004)andtestedwithsmallchari es

Brandmanagementcon nuum

Additions brand continuum

Brand management continuum

Vision and mission Brand remain

Values

Communications strategy

Key messages and stories

Language guidelines

Clear brand architecture

Visual ID guide and templates

Brand ambassadors

Monitoring and evaluation

Stakeholder consultation

The findings – brand barriers

©Red Pencil 2013

Time can be a big issue for small charities

Don’t know what to monitor – large

charity metrics not appropriate

Need to know who to involve

Staff supportive of branding but

trustees don’t support it

Don’t know where to go for cost-effective

sources of help

Brand management- barriers

©Red Pencil 2013

How have you overcome barriers to

brand management or development?

Priority Information, Advice and Guidance (IAG) for small charity managers

Brand barriers

G Using pro bono support.

G Bringing trustees on board with brand development and management.

G Developing a brand management strategy linked to organisational

strategy.

I Signposting to specific sources of support for small charities.

G Selecting and developing brand ambassadors.

G Using free tools for monitoring & evaluation and sample brand evaluation

framework.

©Red Pencil 2013

Small charity priorities

Staying in touch

natasha@redpencil.co.uk

@Redpencil_

#SmallCharityBrandSurvey

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:

www.charitycomms.org.uk

Conference

2 July 2015

London

Brand development:

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