Brand identity refreshJanuary 2015

Jenny Lynch – Head of Brand

Our new brand identity

• The world of work is changing, so are we

• Our visual brand should express our purpose “Championing better work and working lives”

• We spoke to branch chairs, members at ACE, centres delivering our qualifications and our staff – this informed the new designs we chose

• We went through LOTS (!) of design alternatives, and selected the one that best reflected our purpose and future strategic priorities

Chosen route: Dialogue

• At CIPD our purpose is to champion better work and working lives

• This means we have a voice, promote dialogue and lead the debate for HR, Learning and Development

• By doing this we make a lasting impact on the issues that matter in the world of work and working lives

Refreshing our brand voice

Recapping on the brand

The brand doesn’t just encompass our visual expression but the written and spoken word too

• We’re the CIPD — the professional body for HR and people development. We are the voice of a worldwide community of more than 135,000 members committed to championing better work and working lives.

Communications model

Finding our voice

Finding our voice..

...through our values

We have clear goals, we don’t sit on the fence and we finish what we start. That takes conviction and determination, which comes through in language that’s assured, positive, forward-looking and focused on outcomes.

We’re responsive and we think on our feet. So we don’t waste our words: we say what we’re going to do and we do it. That’s why we use the active voice and talk in terms of actions rather than things.

We’re united and know we’re better together. We’re willing to step into our readers’ shoes; to see their perspective. Our empathy is evident in the inclusive, conversational way we speak, and the way our words create pictures that give everyone a shared view.

We know our stuff and we have a point of view. We believe an expert is one who can make specialist knowledge useful to others. So we’re always asking: can this be made simpler? It comes through in language that’s clear, precise and evidence-based. We get straight to the point and refuse to hide behind jargon.

Purposeful

How to sound purposeful

Focus on outcomes

• Ask: What do I want to happen? What do I want my audience to do, think and feel? Once you’re clear about outcomes, use them to guide everything you say.

How to sound purposeful

Talk about the future

• Use future-focused words and phrases to talk about what will be.

• When you’re talking about the past (e.g. for an annual review or past conference) make connections with the future.

How to sound purposeful

Say it with conviction

• Show that you’re confident about what you say:• don’t be too tentative• don’t be too confident if you can’t show it• be positive

Example: saying it with conviction

Before

• We hope to demonstrate that…

• It’s advisable to bring a change of clothes

• We’re passionately committed to the principle of treating people fairly

• We cannot proceed until…

Agile

How to sound agile

Choose active language

• Make it clear who’s doing what in a sentence, by using active language.

• It’s leaner, more transparent and encourages initiative by giving clear ownership of the task.

How to sound agile

Use more verbs

• Inject energy by talking about actions rather than things.

Be concise

• Less is more. Break text up into short paragraphs and sentences and if in doubt, cut it out.

Example: being agile

Before

• It was noted that

• On arrival, you’ll be directed to the meeting room

• A solution was achieved

• Applicants will be informed

• The party was enjoyed by everyone

Collaborative

How to sound collaborative

Step into your reader’s shoes

• What’s their agenda? What’s their interest? Do they need to know?

• Would they like to know? Will it help them to know? What’s the best way to tell them? Let these insights guide what you say.

How to sound collaborative

Say you, I and we

• Create a sense of direct dialogue by talking in the first and second person: you, your, yours, we, our, ours, us, I, my and mine.

Create a shared picture

• Engage the senses by telling stories.

How to sound collaborative

Start conversations

• Look your reader in the eye and write as you’d speak, building rapport by asking questions and using phrases that encourage a response.

• Use contractions to imply speaking, while giving sentences more pace and urgency.

Expert

How to sound expert

Get to the point

• Start with your conclusion, giving the benefit of your expertise upfront.

Show, don’t tell

• Don’t just tell your reader what to think: show them with concrete facts and stories that give the proof.

How to sound expert

Tell it straight

• Use everyday language. Avoid unnecessary jargon, spell out abbreviations and choose the shorter word.

• Beware of internal language.

Example: tell it straightWhat’s the simpler way to say it?

Any questions?