Fishburn Hedges

22.07.2010

Just how important is brand? Brand is so much more than a logo, it encapsulates our company values, our mission, and our vision for the future.

For charities, a well known brand can make all the difference when it comes to securing funding or raising an important cause up the agenda. But how can a charity justify the spend involved in a rebrand, to its trustees and volunteers, who may believe the money would be better spent on research, treatment or vital services?

At last week’s CharityComms event on internal communications, newly branded Parkinson’s UK explained how they moved from being a ‘tired’ ‘slow’ and ‘old fashioned’ organisation, to an inspiring, action orientated charity with a clear vision.

The charity, previously known as the ‘Parkinson’s Disease Society’ felt it was in need of a brand refresh. Their research suggested that the charity had only 1% public awareness, and many misconceptions about the disease were being conveyed unwittingly, through the charity’s brand. Parkinson’s UK engaged their internal audiences – staff, volunteers and trustees - from the start, with open and honest dialogue about their plans, including the likely costs, and why it was important.

They used a video diary of a branch member, to drive home messages that the brand wasn’t making the desired impact. Focus groups and interviews with members of the public, were captured on video, and played back to internal audiences. Staff and volunteers were asked to describe the charity – how it was perceived now, and how they would like to describe the charity tomorrow. All this research was fed into the process of developing a new set of core values and creating the new identity. A video tracked the creative development of the new brand, allowing audiences to become involved in the process even from afar.

The results? 96% of their staff now agree the charity has a clear vision for the future and 72% of members believe the new brand will help the charity achieve its goals. More importantly perhaps, the new brand has lead to an 11% increase in average donations and they are already 5% ahead of their fundraising target for the year.

The lessons? When it comes to any change, engaging internal audiences from the outset is vital. If handled in the right way, they will be your most passionate advocates. Left in the dark, you risk alienating the very people who make your organisation what it is.