rebrand or refresh. brand breakfast, 15 october 2014
DESCRIPTION
Adam Petrie, head of communications and marketing, Shooting Star Chase Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. http://www.charitycomms.org.ukTRANSCRIPT
Here come the FriendliesThe story behind our new brand
Adam Petrie
Your new best friend(lies)
• Shooting Star and CHASE merged in 2011
• No initial change to brand
Before the rebrand
Why we rebranded
• Similarity to another brand launch meant we reviewed our proposed identity
• Compiled survey to ensure voices were heard but reduced the number of decision makers
The turning point
• A group of fingerprint characters called the Friendlies were implemented into the actual identity
The new direction
The new direction
• A group of fingerprint characters called the Friendlies were implemented into the actual identity
Invasion of the Friendlies
Hydrotherapy
Invasion of the Friendlies
Challenge events
Multiple logos
• Show the sunny and sad days
• Reflect the breadth of our work
• Engagement
CollateralWebsite, create, news report video, social media landing pages, Letterheads, Comp slips, brand guidelines, e-news template, e-shot template, thank you certificates, business cards, BH signage, direct debit forms, email footer, ‘corporate’ film, Word templates, PowerPoint templates, Excel templates, thank you cards, staff presentations, I’m on board display boards
Collateralcelebrity Friendlies, name the Friendlies vote, press release, sponsorship form,volunteer presentations, sail banners, vehicle signage, BH revamp, running vests, shop signage, pull-ups, staff name badges, visitor badges, volunteer name badges, our story infographic, new font, countdown communication, Friendlies animations, car stickers, collection bucket stickers, t-shirts, A-Frame displays, sail banners,
Collateralshop carrier bags, collection can stickers, clappers, mugs, Gift-Aid envelopes, Friendlies in frames at C’s, Facebook and Twitter countdown posts, FITCH video, C’s signage, scrub tops, SSH signage, event banners, Friendlies stickers at SSH, cardboard cut-outs, folders, to-do pads,onegoodthing bags, Q&A with Professor Popplepants.
Create
Create
Create
Create
Create
• Increased online presence
• Decent press coverage
• Increased engagement and opportunities
• More scope to break misconception…trying not to dilute the message
• Winner: Brand Development Third Sector Awards
Impact
Impact
Money money money
• £50,000 budget (but additional pro bono support)
• In-house designer
• Prioritise/streamline
• Not just a one-year cost
Keeping to a small(ish) budget
Keeping stakeholders on board
• “My opinion matters!” Listen to it.
• Put effort into the grand unveiling
• Be prepared to explain the same thing multiple times to multiple people
• Engage people beyond the launch
Keeping stakeholders on board
• Engage others, but retain authority
• Make a big effort when unveiling internally
• Factor in as much time as you can
• Have a strong rationale
• If you don’t have one, employ an in-house designer
Rebrand tips for a small charity
• Choose an agency wisely / time to call in favours?
• The launch is just the beginning
Rebrand tips for a small charity
Thanks!
@sschospices
Visit the CharityComms website to view
slides from our past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk
Brand Breakfast
Rebrand or refresh
Brand Breakfast
15 October 2014
London
#brandfast