Brain Research Trust Brand strategy and storyDefining our purpose and personality

Kellie Stewart, head of communications and public affairs Sally Shire, trustee

What we’ll cover today

• About us • Our brand development process• The outcome• Challenges • Top tips

About us

Established in 1971

We’ve funded over £45 million

in research

Over 250 neurological conditions

12.5 million people living with a neurological

condition

Our strategy

• In 2015 we broadened our charitable objects• New research strategy• To support our ambitions to fund more research we needed

to review our brand• Ambitious fundraising plans - so we can fund more research• New website

Our brand development process

Four stage process based on best practice and CharityComms Branding Inside Out

1. Discover 2. Define3. Design 4. Deliver

1. Discover

• Brand steering group and project initiation

• Desk research

• Market analysis

• Brand DNA workshop

• Website requirements meeting

A market opportunity

Everyone is now fighting

Cancer Research UK: Let’s beat cancer sooner Prostate Cancer UK: Join our fight to bear cancer Dementia Research UK: The power to defeatdementiaAlzheimer’s Society: Leading the dementia fight –united against dementia Stroke Association: Together we can conquer strokeDiabetes UK: Know Diabetes; Fight DiabetesNSPCC: Fighting for every childhood

Why can only support based charities be caring? All charities are compassionate, even research ones

Donor – individual giving

• Justine

• 48

• Married

• 2 daughters; supporting 1 at uni

• Lives in urban detached home

• Head of HR

• Father has Parkinson’s

• Likes Great British Bake Off

THINK:

• BRT is researching Parkinson’s and advancing Parkinson’s research

• We can be trusted to spend money wisely

• We’re effective/impactful

• We need support

FEEL:

• Supported and appreciated

• She’s doing her part

• Proud/happy/warm/fuzzy

• Hope for her dad

• We’re making an impact

DO:

• Encourage others to support other events

• Keep on giving

• Spread the word/legacy

• Charity of the year/legacy

Donor – individual giving

Donor – challenge events

• Jimmy

• 26

• Single

• Lives in city flat-share

• IT Project Manager

• Grandma has dementia

• Fitness fanatic

THINK:

• It’s cool to support a charity

• Supporting dementia research

• We’re helping real people and having an impact, like grandma

• We’ve got events for you

FEEL:

• We make him feel/look cool

• We make him feel important

• Appreciated

• That he’s helping his grandmaDO:

• Other challenger events – Tough Mudder

• Spread the word

• Encourage others to take part

• Grandma: legacy

Donor – challenge events

2. Define

• Brand strategy hypotheses x2 • Vision, mission, values or

Purpose, promise, personality

• Brand story • Names and strapline options • Quantitative research

• Affected or personally connected

• ‘Mirrored survey’ with supporters

• Refinement• Presentation to Trustees • Channel preference • User journeys

Simple human truth:The whole is greater than the sum of parts

Simple human truth:We all want to protect the people we love

Accelerating progress. Together Positive energy

(Problem)The brain is the most complex organ in our body. It weighs just 3lb, yet it controls our emotions, senses and actions. Every single one of them.It is how we process the world around us. So when it breaks down, we break down.

It doesn’t have to be this way.

(Solution)We connect the UK’s best medical minds to fund research that can benefit all brain conditions, and to better understand the most incredible structure in the universe.

(Call to action)We inspire scientists and families to come together, stride by stride, side by side. Let’s unite to accelerate progress. Today.

Keep loved ones together, living better, longerHuman authenticity

(Problem)We all want to achieve our life’s ambitions. Whatever they may be.To create a life full of cherished memories. But anyone affected by a brain condition knows how suddenly dreams can become nightmares.

A broken brain can strip people of their identity and independence.That’s why we exist to protect the people we love.

(Solution) We fund research to improve the quality of life of people suffering from one of 250 brain conditions. We offer hope by uniting scientists, patients and families, side by side.

(Call to action)Help us keep loved ones together, living better, longer.

Overall, just under a half think “Neurological conditions” best describes this kind of brain research

23

Q3. This survey is for a charity that funds research to help people whose health has been affected by a brain condition. Which of the following phrases do you think best describes this area of work?

Overall (315) Source: fast.MAP/Brain Research Trust online survey September/October 2016

*This description would outperform the others 95% of the time amongst this group

* Statistically significant

Most chose one of the two different brand stories, with 50% choosing “Positive Energy”

24

Q8. Which of these ideas would most motivate you to support the brain research charity?Q9. Which of these ideas would most motivate you to support the brain research charity?

Overall (315) Source: fast.MAP/Brain Research Trust online survey September/October 2016

Positive EnergyHuman Authenticity

Neither

Positive Energy

Human Authenticity

*

* NOT Statistically significant

3. The outcome

Purpose (Why we exist):We fund brain research to improve people’s quality of life.

Promise (What you can expect from us):For supporters:We’ll improve the quality of life of people affected by one of 250 neurological conditions by accelerating the progress of brain research.For scientists:We’ll encourage the brain research community to accelerate progress by sharing knowledge and nurturing talent.

Proposition (Why people should care and connect):Accelerate the progress of brain research to improve people’s quality of life.

Our brand strategy

Personality (How we behave and communicate)‘Optimistic discoverers’

Unity

Humanity

Positive energy

For supporters:Think: Brain Research Trust funds the best medical researchinto neurological conditions.Feel: My support will fund medical research to improvethe quality of life of people affected by one of250 neurological conditions.Do: Join the movement; spread the word.

For scientists:Think: Brain Research Trust accelerates progress byencouraging scientists to share knowledge andby nurturing future talent.Feel: Part of a community united by a shared ambitionto accelerate the progress of brain research.Do: Join the movement; share my knowledge

Our brand strategy

Our brand story

The brain is the most complex organ in our body. It weighs just 3lb, yet it controls our emotions, senses and actions. Every single one of them. It is how we process the world around us. So when it breaks down, we break down.

It doesn’t have to be this way.

There are hundreds of neurological conditions, we fund research to help all those affected – to discover the causes, develop new treatments, and improve people’s quality of life.We inspire scientists and families to come together, side by side, stride by stride.

Help loved ones live better, longer. Let’s unite to accelerate the progress of brain research. Today.

Design

• Visual identity and tone of voice principles

• Logo• Colour palette • Type face• Photography• Iconography• Applications

• Print – annual report cover and double page spread

• Print – Fundraising appeal• Merchandise – marathon running

vest • Social – Twitter • Digital – Website homepage• Digital first, responsive website

design

4. Deliver

• Brand guidelines and artwork

• Website

• Brand film

• Annual review

The outcome

Purpose

Name and

strapline

Personality

Brain Research

TrustVisual

identity

Brand strategy

Promise

Brand story

Tone of voice Proposition

Inspiring progress, together

Challenges

• Strapline

• Ensure the Fundraising Team is aligned

• Internal changes and changes to our work – ensure new staff

and trustees come on the journey

Top tips

• Set up a Brand Steering Group with reps from across the charity, and a trustee

• Keep your users/supporters at the heart • Use research to guide decision making, but that doesn’t mean

the winner takes all (be flexible)• Once established, use the brand strategy to inform your creative

development and your culture • Have a clear process and build in trustee engagement • Make sure your brand strategy reflects your corporate strategy

and they work alongside each other

Thank you

kellie.stewart@brt.org.uk

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Brand Breakfast

28.02.2017

Brand strategy and story

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