The importance of branding

Paul Breckell and Emma Harrison

Who are we?

We’re the charity working for a world where hearing loss doesn't limit or label people, where tinnitus is silenced – and where people value and look after their hearing.

100 years of evolution

2009

Strategic review“…we are convinced that the only way people will make adjustments for people who are deaf is if they appreciate and value their own hearing.”

Our vision “a world where deafness or hearing loss do not limit or determine opportunity, and where people value their hearing.”

Insight

awareness

Only 4% of the general public spontaneously mention RNID / Royal National Institute for Deaf People.

“There’s a deaf one,

isn’t there?“

Comprehension

Public Supporters InfluencersProfessionalsService users

Confusion

Value placed on hearing loss

General public don’t think about their hearing. Can’t imagine what difficulties it would cause to lose it.

Our supporters who’ve lost their hearing want us to tell other people how awful it is so they can prevent it for themselves.

... “Don’t they have those dogs who can answer

the phone?”

Next steps

•New Corporate identityStep 1.•Brand positioning strategyStep 2.•Productisation of assetsStep 3.•Advertising campaignsStep 4.

Step 2 – brand positioning

A value proposition

Emotional

• The USP and added value which drives engagement

Rational

• Hygiene factors that allow you the right to play

Brand modeling

Proposition

Positioning

Infrastructure

Key messages

Reasons to believe

Currently working with strategic agency to establish our positioning strategy, brand model and fundraising proposition

Step 3 – productisation

The spectrum of need and provision

Who they areWhere they are

What their need isOur role in satisfying that need

The best way to make and maintain contact them

Protection

Four million

Two million

Deaf (BSL/English)

Dual diagnosis

Step 4 – integrated advertising

Integrated planning - regionally

Audience + key message(s)

Brand strategy

Integrated delivery

Action on Hearing Loss

Town- Regional strategic partner- Advertising campaign- Integrated delivery

The integration onion

Support core

campaign message

e.g. Check your hearing (for over 45s in Bristol), roll out specific ad and PR tactics

e.g. GP campaign ,Hearing Health at Work

e.g. Inform local trusts or MPs in Bristol about the local campaign

e.g. holding FR events, collections, talks at the same time in Bristol to utilise the heightened awareness

User journeys and missions

Our value to the user The users value to our organisation

 protection

 diagnosis

 support

 customer

 volunteer

 donor member

Flex of the new identity

Age related hearing loss campaign: isolation

Are you isolated from someone or are they isolated from you?• Targets age related hearing loss segment• Emotional execution that plays on the sense of loss• Can be talking to the sufferer and/or friends and family

Protection campaign: damage

Would you do this to your ear?• Aggressively targets a young

urban demographic• Primarily protection

message• High impact shock value• Uses fashion photography

with the harder metaphorical portrayal of damaging your hearing

MONITORING SUCCESS

• Quarterly monitoring

• Backed by detailed KPIs

• On going testing of applications of our corporate identity:

FundraisingAdvertisingBrand awareness

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People acknowledge their hearing loss and take action

1. Promote early action on hearing lossto the ‘four million’

GREEN

2. Campaign for high-quality and accessible audiology services

GREEN

3. Make sure that everyone has access to the information they need to take action

GREEN

4. Empower people who are deaf with additional support needs with choice, control and independence

AMBER

5. Make sure that people with hearing loss or tinnitus have access to information, advice and peer support

GREEN

People with hearing loss are supported

No-one is isolated through hearing loss

6. Make sure that people who are deaf have access to communication support and technology

AMBER

7. Target organisations to be more accessible to people with hearing loss

GREEN8. Find a cure for hearing loss and tinnitus

AMBER

People protect their hearing

9. Find ways to protect hearing and prevent tinnitusAMBER

10. Promote the benefits of valuing and protecting hearing GREEN

How must we work to deliver?11. Use effective, joined up and customer focussed systems and processes

GREEN

14. Encourage a culture that mirrors our operating principles and values

GREEN

12. Deliver a nationally recognised brandAMBER

13. Make sure our property meets the organisation’s needs

AMBER

15. Sustainable volunteeringGREEN

16. Deliver a membership strategy that expands and engages our members

AMBER

17. Fund the organisation to deliver our strategy

RED

18. Be guided by objective social and marketing research

GREEN

Ultimate aims 1-3

Charitable Impact

1a) Credible biomedical research

GREEN

1b) Availability of communication

servicesAMBER

1c) High quality care and supportAMBER

1d) Providing effective

informationAMBER

1e) Provide effective assistive technology

GREEN

Strategic Health Check

Customer and beneficiaries

2a) Beneficiaries engaged

GREEN

2b) Supporters engagedAMBER

2c) Brand awareness and perception

RED

2d) Effective partnerships/ coalitions

GREEN

Core processes

3a) Effective campaigningGREEN

3b) Quality of social researchGREEN

Financial Results

4a) Maintain free reserves position GREEN

4b) Service viability/sustainability

AMBER

4c) Sustainable voluntary income

AMBER

People and knowledge

5a) Level of staff effectiveness

GREEN

5b) Quality of leadership

GREEN

5c) Horizon scanning and intelligence

gathering AMBER

5d) Quality of knowledge management

AMBER

Ultimate aim 4

LESSONS LEARNT

• The importance of research

• Leadership backing and good project management

• It impacts on the whole organisation

• External and internal communication are both vital

• We are still learning! – the importance of on-going testing