4. A brand is a package of thoughts and emotions…
Knowledgeable…
Trustworthy…
…but a bit
old-fashioned
…and you can
Those thoughts and emotions
never get through are based on how you look,
on the phone! what you say and what you
do
4
5. Brand and PR
Our job as PR professionals/communicators is
understand how we want people to view our
organisation and get the organisation to:
- look
- speak (say)
- act (do)
in line with that vision.
5
6. Brand communications process
Express them
Understand Define and
visually, verbally
mission + vision agree brand Communicate
and in
+ strategy values
behaviours
6
23. Standard text
• Independent Age is a unique, long-established and growing charity for
thousands of older people across the UK and the Republic of Ireland.
• Founded nearly 150 years ago, Independent Age has recently merged
with two other older people's charities, Counsel and Care and
Universal Beneficent Society, to provide a broader range of services
than any of the charities could provide separately.
• The merged charity provides national information and advice service
for older people, their families and carers, focusing on three vital
areas: social care, including care at home, in hospital and residential
care, welfare benefits, befriending services and other social support.
• This is integrated with local support, including: one-to-one and group
befriending schemes, and membership of the wider Independent Age
community
• We use the knowledge we gain from providing our services to help
influence policy and practice.
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32. Main message
Our job is:
• understand how we want people to view our
organisation; and
• get the organisation to:
- look
- speak (say)
- act (do)
in line with that vision.
32
Branding is about getting people to think and feel what you want them to think and feel when they see your logo, hear your name etc.
These are not only problems older people face: also health, discrimination etc. But these are the three we focus on. And each of these also helps deal with problems such as health.
