what's in a name? - all we can. brand breakfast 23 april 2015
TRANSCRIPT
What’s in a name?
Simeon Mitchell
All We Can
23 April 2015
April 2014
Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning
Audience
Competitor space
Organisation
Brand model
Strategicbrand positioning
Supporter analysisTrendsMotivationsUnmet needsSegments
Self analysisImageHeritageMission and valuesStrategic plan
CompetitoranalysisIdentityDifferentiatorsStrengthsVulnerabilities
Methodist needs
to be in the name
or strapline
Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning
4. Finding a name
Name filtering process
Recommendation
Creative input
Staff and trustee ideas
Supporter survey
Longlist (300+)
Selections from longlist (30)
Eliminations from medium list (10)
Scoring of medium shortlist (5)
Exploration of pros & cons of shortlist
Testing of proposed option
• Does it appeal to you?
• Will it appeal to Methodists?
• Will it appeal to other Christians?
• Does it fit our vision and mission?
• Distinctiveness
• Energy
• Gravitas
• Longevity
• Is it easy to spell?
• Can you say: “Hello, I’m from...”
Shortlisting questions
• Availability
• Charity Commission search
• Website address availability
• Closeness to competitors
• Trademarking
• Google result
• etc.
Screening criteria
All We CanThe Methodist Development Agency
Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning
4. Finding a name
5. Testing and refining
We help people in
some of the world’s
poorest communities
to become all that
they can.
Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning
4. Finding a name
5. Testing and refining
6. Launching
Events
Regional preview events
Main launch
Results and
reflections
www.allwecan.org.uk
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.
ww.charitycomms.org.uk
Brand Breakfast
23 April 2015
London
#brandfast
Brand Breakfast
What’s in a name?