Andrew Jones, Blind Veterans UK Building your brand from the inside out seminar www.charitycomms.org.uk/events

1. Andrew Jones
Director of Fundraising
& Communications

2. Why did we look at our brand

3. Shakespeare …..

4. Brand Audit

5. Making it real

6. Brand Name Map

7. Objectives
Increase fundraisisng by 5-7% in 3-5 years
Attract more beneficiaries
Enhance our employer brand
• encourage more applications
• retain staff for longer
• attract volunteers

8. Creating Mo !

9. Setting the strategy
Vision – what do you ultimately want
to achieve
Mission – how you achieve your vision
Values – your principles and behaviour

10. Not show & tell - engage & listen
Brand advisory group – Trustees & Senior management
Future focus steering group (staff)
Focus groups
Monthly reporting
Team reporting
SMT - standing item, project manager presented
Dedicated page in the membership magazine

11. Brand Platform

12. A rose by any other name would smell as
sweet…..
• We asked 5,000 of our members ……
• Who responded with over 250 different options
• Whittled down to 62 - all were score carded
• Top 20 focus groups
• SMT chose the top 4

13. Short list of 4 names
St Dunstan’s
Vision for Veterans
Battle Blindness
Blind Veterans UK

14. The name brand options

15. The logo and expression

16. Action & Heritage
Our strapline:
Life beyond sight loss
Our secondary strapline:
St Dunstan’s since 1915

17. Real Outcomes
• More beneficiaries
• More income, easier fundraising, more profitable
• More volunteers, more deeply engaged
• Easier to recruit staff (better employer)
• Higher staff motivation, longer retention
• More focused organisation

18. Real Outcomes
• More focused organisation