ncb brand tidy-up. rebrand or refresh brand breakfast, 15 october 2015
TRANSCRIPT
NCB brand tidy-upSally Clark, Head of Communications
Katy Rouse, Content Editor
Where we were
Where we were . . .
Old
Our challenge
• We were not ready for a full-scale brand
refresh
• Our website was confusing, hard to
navigate and didn’t tell our story
• Our website was not mobile or tablet
friendly
• Teams were used to working
independently
• Staff were not engaged with the brand
• Budgets were / are very tight
Our brand tidy
• Informal brand audit
• Revised existing brand
guidelines – kept what we liked
and deleted what we didn’t
• Needed to interpret what we
had left
Interpreting our brand
Secondary brand colours
Graphics
Infographics
Developing photography
Photographs
Developing materials
• Poor Beginnings – our report showing startling regional
variations in the health and development of children under five years old
Developing materials
Website before
Translating brand to web
ncb.org.ukBrand
refresh
Content
Key messaging Tone of voice
Brand conviction Personality
Design
Organisational goals
+
user needs
Overcoming challenges
• Managing as a small in-house team
• Being selective: only building what we can maintain
• Condensing breadth of work we do
to reflect a single brand identity
• Breaking down internal silos
Website after
Our top five tips
Focus on the essentials – the frills will follow
Be generous with your timeline
Use your contacts
Take staff with you on the journey
Keep going – learn along the way!
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Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk
Brand Breakfast
15 October 2015
London
#brandfast
Brand Breakfast
Rebrand or refresh