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www.charitycomms.org.uk/events
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Developing Your Brand and Image Conference 30 March 2011
Brand Health Check
CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity’s work for a better world.
W: www.charitycomms.org.uk T: 0207 426 8877 E: emma@charitycomms.org.uk
Brand Health Check
Michele Madden
E: michele.madden@nfpsynergy.netT: 020 7426 8888
Many different ways of measuring your brand
Tracking
Rebrand
Baselines
Audit
KPIs
Refresh
Dashboard
A check up
• Brand definitiono Who are we?o What are we trying to do? o Who do we need to talk to?
• Have they heard the message? o Do they understand ito Will they act as a result?
• Check what needs to be measured o Who needs to be measured?o What needs to be measured?o How to measure?
• What to do with the findings?
Deciding/refiningwhat brand health
looks like
Measuring key health indicators
Analysing key health indicators
Communicatingbrand health to the
organisation
Organisation changes behaviour to improve
brand health
Over to you....
• Where is your charity is on its branding journey?
• What are the issues you are facing?
Identifying audiences
General public
Journalists, MPs
Staff, commissioners,
volunteers
What are the key messages each audience needs to hear?
Awareness
Understanding
Affinity
Engagement
General public
Supporters,Journalists, MPs
Staff, commissioners,volunteers
Audience Awareness Understanding
Affinity Engage-ment
Other
Audience Awareness Understanding
Affinity Engage-ment
Other
Supporters
Volunteers
Staff
Corporates
MPs
Audience Awareness Understand-ing
Affinity Engage-ment
Other
Supporters
What Campaign x Decision to stop working with teenage mums
How close they feel, whether they wouldrecommend
Continue to support/ increase
Audience Awareness Understand-ing
Affinity Engage-ment
Other
Supporters
What Campaign x Decision to stop working with teenage mums
How close they feel, whether they wouldrecommend
Continue to support/ increase
How Online Supportersurvey
Supporter survey
Supporter survey and database reports
Audience Awareness Understand-ing
Affinity Engage-ment
Other
Supporters
What Campaign x Decision to stop working with teenage mums
How close they feel, whether they wouldrecommend
Continue to support/ increase
How Online Supportersurvey
Supporter survey
Supporter survey and database reports
When Pre and post campaignaction
Annual –March
Annual –March
Annual
Audience Awareness Understand-ing
Affinity Engage-ment
Other
Supporters
What Campaign x Decision to stop working with teenage mums
How close they feel, whether they wouldrecommend
Continue to support/ increase
How Online Supportersurvey
Supporter survey
Supporter survey and database reports
When Pre and post campaignaction
Annual –March
Annual –March
Annual
Specific measure
16
2-6 Tenter GroundSpitalfields
LondonE1 7NH
(w) www.nfpsynergy.net (t) 020 7426 8888
(e) insight@nfpsynergy.net
Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH Registered in England No. 04387900
VAT Registration 839 8186 72
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