The Importance of Branding for Social EnterprisesYOUR GUIDE TO THE BRANDING PROCESS

Contents

Introduction 01

Our four part branding process 02

Brand Evaluation 03

Brand Development 04

Brand Realisation 05

Brand Implementation 06

Name Generation 07

Branding and Social Enterprise 10

A Social Firm brand case study 12

EcoStore Brand Evaluation 13

EcoStore Name Generation 14

Wholefood Planet Brand Development 16

Wholefood Planet Brand Realisation 18

Wholefood Planet Brand Implementation 20

The Social Enterprise Partnership(SEP GB Ltd.) is a project funded by the EQUAL Community Initiativeprogramme and other funders todeliver a three-year project ofinfrastructure and systemsdevelopment, capacity building,research and development for thesocial enterprise sector.

Themembers of the Social EnterprisePartnership are the leadingorganisations working in the socialenterprise field in the UK: Co-operatives UK, Development TrustsAssociation, New EconomicsFoundation, Social EnterpriseLondon, Social Firms UK and theSocial Enterprise Coalition. Forfurther information please visit:www.sepgb.co.uk.

This publication has been partfunded by the European Social Fundunder the Equal Community InitiativeProgramme. The contents do notnecessarily reflect the opinion orposition of the European Commissionand/or the Department for Work and Pensions.

Introduction

0011

What is a brand?Although it is true that brand as aconcept started with consumergoods manufacturers and is mosthighly evolved in this area,increasingly the language of brandingis stretching to refer to anythingwhere a reputation is involved. Inaddition, in the interests of moreefficient communication, companiesare increasingly marketing theirproducts and services under the onecompany name, rather than in aseries of separate products. Hencethe increase in the importance ofdefining the overall corporate brandin the most motivating way. What ismeant by ‘brand’ is illustrated verysimply in the following diagram:

Why is a brand different to a product?A brand is a product’s totalpresentation beyond merely itsfunctional characteristics. In otherwords, a brand carries more evocativeassociations which, added to thecompany’s product functions, willdiscriminate the company in the mindsof all its different audiences: customers,opinion leaders, partners, or suppliers.

These associations should be rich and unique to the company. They are therefore often the realdiscriminators. It is these moreintangible associations, connected to product benefits, that make acompany more memorable and its offerings more competitive. This principle holds true for a softdrink or a car, or a financial servicescompany. Or whether the audiencesare end customers or businessintermediaries. Or whether the publicityvehicle being used is advertising, PR,sales process or promotion.

What can a brand achieve?By creating a consistent impressionof the brand wherever it isencountered (through the way itlooks, sounds, feels and acts), abrand can differentiate itself fromothers on both a rational andemotional level.

Ultimately a brand is a combination of a strong identity and effectivecommunications, as well as the totalexperience that it offers. Therefore,by conjuring up a specific rationaland emotional response, asuccessful brand can act as ashorthand reminder of the perceivedvalue of one over another.

For example, Ford and BMW bothproduce cars, but given the choice,which would you choose to drive?Now ask yourself why. You have just started to understand theimportance of branding.

Once upon a time, branding was something that cowboys did to identify their cattle.However, over time this principle has developed and whilst we in the UK talked aboutthe ‘make’ of a product, Americans began referring to their favourite ‘brands’. Todaythe word is part of our everyday language, and we now rely on branding to help uschoose between different products and services. But what exactly do we mean bythe term ‘Brand’ and how can we ensure that we develop consistently successfulbrands for Social Enterprise? This brochure will hopefully provide some answers. At the back of this brochure you can also see the theory in practice for the EcoStoreSocial Enterprise concept that is due to be rolled out at the end of 2005.

EmotionalBenefits

Country ofOrigin

Brand/Customer

Relationships BRAND

Symbols/Visual Clues

Personality/Style

ProductScope / Attributes / Uses / Quality/Value / Functional Benefits

0022

The four part branding process

Brand Evaluation is the first part of the processand involves research into,and an understandingof, internal and externalperceptions of yourproposition or currentbrand and the dynamics of your marketplace.

In the second part of the process, BrandDevelopment, thisinformation is used tohelp us create a range ofpossible brand positionings,personalities and values.

The third part, BrandRealisation, is designedto demonstrate how thenew brand might come to life more specifically,detailing all its brandattributes and brandelements.

The final BrandImplementation moduleinvolves applying the brand created to thedesign and production of all communicationsmaterial to producedynamic, co-ordinated and effective marketingcollateral.

BrandEvaluation

1

BrandDevelopment

2

BrandRealisation

3

BrandImplementation

4

To help you create an effective and relevant brand for your Social Enterprise, there isa simple 4 part branding process (detailed below). Based on comprehensive internaland external research and a sound strategic rationale, it will help you create asuccessful brand that can communicate its values and positioning however it isrequired, and to a varied audience.

03

1. Brand Evaluation

The Brand Evaluation process is allabout immersing yourselves in themarketplace in which your businessoperates, whilst also gaining adetailed understanding of yourbrand.

Put simply, its aim is primarily tohelp everyone involved in the‘Branding Project’ to understand:

the client

their brand

their products and services

their market

their competitors

This can be achieved by conductingan audit of the marketplace (bothexternal and internal) to understandthe key points of brand interaction.Information on brand values, historyand the services the brand offers,would also be gathered andassessed.

By analysing these market researchfindings you can start to define thedynamics of the marketplace, suchas how much of a role personalityplays within your specific market,the current success factors and keydrivers for business within it and anykey points of brand interaction.

Some of the key questions that youwill require answers to in thismodule include:

What is the business objective?

What is the marketing objective?

What is the brand positioning?

What is your overall proposition?

Do you have a genuine point of difference?

What do your staff and customersthink about you?

How do your competitors’ offers differ to yours?

What are the mandatories?

What is the big picture – real and perceived?

At the end of this Brand Evaluationprocess, you can start to clarify thebrand values, services and positionin the marketplace. Effectively ‘Thenew brand position.’

You can then move on to the secondpart of the branding process.

BrandEvaluation

1

04

2. BrandDevelopment

The objective of this part of theprocess is to define the dynamics of the ‘new brand’ (and themarketplace) more specifically.In so doing you can develop themost effective verbal and visualbranding route for you.

From the information gained in theBrand Evaluation part, the targetaudience, key messages and brandvalues can be defined. Successfactors of competitors and insightsinto market attitudes can beconsidered and a visual articulationof the brand can be explored.

All options considered will explore adifferent way to visually articulatethe ‘New Brand Position.’

For example:

Name*

Signature (logotype)

Strapline

Positioning

Core values

Colour palette

Typography

Imagery

Tone of voice

Graphic elements

At the end of this BrandDevelopment stage, one definitiveoption will have been agreed uponand this will define your vision foryour brand.

*A specific guide to name generation can be found

on page 08.

BrandDevelopment

2

05

3. BrandRealisation

In the Brand Realisation part of theprocess, learnings from the BrandEvaluation section and the agreedbrand option are realised in the formof working design principles andapplied to specific marketingcollateral such as shop fascia,website, brochure etc.

This helps to better:

Understand the brand vision, brandassets and brand positioning

Understand the marketing and sales vision, targets and requirements

Understand customer requirements, perception and environment

Exploit relevant brand values for agreed marketing strategy

Realise creative solutions within acommercial framework

At this stage any issues concerningthe application of the ‘brand tools’,brand values and tone of voice canbe raised and resolved before finalimplementation is begun.

Implementation of the brand acrossthese marketing materials will testthe success of its application.

BrandRealisation

3

06

4. Brand Implementation

With the brand positioning agreedand the design principles approved,the implementation of the full rangeof marketing collateral to supportthe brand can begin.

A synergy across all marketingcollateral is key to a creating acohesive brand. However, whilst thisdoes not mean that everythingshould look the same, it does meanthat wherever you touch the brand,the visual identity and tone of voiceshould be consistent and reiteratethe new brand and its values.

BrandImplementation

4

07

Name Generation

Why brand names are importantBrand names are importantbecause, quite simply, firstimpressions count. They set up anexpectation of what the brand willdeliver, and whilst the products,packaging and retail environmentmight change, the name won’t. So ifa new name is for life, you must besure to choose one you can live with,and the first step in making thatchoice is to define the role of thenew name:

is it going to sit with the existing market language, or

be a radical departure from everything else in the marketplace?

Secondly, it is important to thinkabout the type of name you require.For example, should it be:

Descriptive

Evocative

Obviously the more abstract thename the more time and money maybe required to build an understandingof the brand. The more descriptivethe name, the more problems youare likely to have in creating standout or registering the name atCompanies House, as a Trademarkor as a domain name online.

Name Generation

08

Creating a brand name for youIt would be good to be able toexplain here the industry standardprocess for name generation, but thesimple fact is there are no rulesregarding where a name comes from,except to say it is largely perspirationwith a hint of inspiration.

Here, though, is an example of some of the more familiar sources of ‘perspiration’:

Family names

Product ingredients

Nature/Agriculture/Environment

Greek/Roman Gods

Foreign languages

Made up names

Obviously a browse through theThesaurus, papers and dictionaries is valuable too.

However, the best way to start theprocess is with a creative workshop,exploring as many words andphrases that you can think of thatrelate to your brand, your market and your audience. It is also worthremembering that to get the bestfrom a workshop session everythingis relevant, and nothing should bedeemed wrong or inappropriate atthis stage.

09

The Contemporary Brand

THE CONTEMPORARYBRAND

the contemporary brand

Traditional RadicalContemporary

Bringing the brand name to life

When you are creating a new name,it will initially lack context when firstseen and heard, unlike establishedbrand names that immediatelyconvey a style, promise, meaning andemotion that has been built up overtime. So you must try hard not tojudge any proposed name inisolation, and try instead to get a feelfor your brand name and your offer.There are several ways to do this.

1. Say iti. The more you say a name the

more comfortable you become with it.

‘New name, New name, New name, New name.’

ii. Put it into the context of a sentence too.

‘I’ve just bought some New nameproduct, it’s terrific.’

‘The great thing about New nameis their extensive product range.’

iii. Get different people to say it.

See how those familiar with the name and those seeing it for the first time say it. Try it with would-be customers and people of different ages and different regional accents. How do they pronounce it? Can they say it easily?

2. Visualise itThink about how the name might lookin the marketplace, on pack orinstore. These visual triggers will helpyour audience understand your brandname and brand offer better. Thisvisual language will also help you geta clear understanding of how you aregoing to position your brand, as theexample below demonstrates.

3. Support itDepending on the name you choosea supporting or qualifying line mayalso be required to explain or definethe brand name. This may be usedinitially and then changed ordeveloped as the brand grows,or ultimately dropped as the brandname becomes well recognised in its own right. Either way the power of a supporting line should not beoverlooked. For example:

The future’s bright. The future’s xxxxxx

xxxxxx. Because you’re worth it.

xxxxx. Every little helps.

10

Branding andSocial Enterprise

When approaching brand work for aSocial Enterprise, it is important neverto make any differentiation orallowances just because of that fact.The issues facing such enterprisesfrom a brand perspective are nodifferent from those facing anycommercial organisation, in that theyrequire the best solution at the mosteconomically viable cost.

As demonstrated in this document,always attempt to think in a relevantfashion, relevant that is to theproject in hand. Had the EcoStoreproject been on behalf of, say, Tesco,then the parameters and scope ofthe briefs would no doubt have beenvery different, but the thinking wouldbe the same. There would also havebeen a requirement in part toconform to existing brand identityguidelines (one of the joys of workingon projects such the EcoStoreproject is that it comes without theseconstraints).

Working on branding projects for aSocial Enterprise does, however,demand that one is aware andsensitive to the following:

any brand identity solution must not come with implications for expensive ongoing implementation

just because it’s a SocialEnterprise does not mean that anycreative solutions should lookpatronising in any way or ‘cheap’in execution

just because it’s a Social Enterprise does not mean that any creative solutions should focus on this as the solution itself

11

Other key observations one wouldmake with regard to how any SocialEnterprise might approach a brandingproject from scratch are as follows:

forget that you are a Social Enterprise. Approach professional creative agencies to help you develop the brand. Your projects might carry much smaller budgets but the work itself is exciting and challenging, which matters as much to such people as the money

don’t be tempted to use non-professional companies such as university departments either on a pro-bono or limited fee basis. Branding is a complicated businessand should not be trusted to amateurs, no matter how full of good intentions they are

get involved! Branding projects areunique in many respects in that it isyour chance to really influence the ‘brand’ from the start. Once the brand identity is created all that follows, by the nature of it, must conform, so make the most of the development process

creatives hate a blank canvas so work hard on the brief. The work they deliver is only ever as good as the briefs they get, and the level of client involvement. You willalways know more about your proposed brand than they can,particularly at the start. Tell them about your vision, share examples of work from similar or different organisations which you think they should see, make them aware of any politics or other fundamental issues which might constrain their thinking or approach. The more you put in at the start, the more you will get out at the end.

creating brands obviously has legalimplications, and thus costs! Fromthe start you should factor in costsfor legal fees, especially if a new brand name is being created. If you want to try to trademark your new brand this also comes at a cost.

Finally, enjoy the process if you can.Developing new brands or conceptsis not a regular, daily activity, suchprojects really are rare in that nothingis set in stone and anything can beconsidered in arriving at the solutionyou desire. Once established thebrand is real and everything thatfollows will come with constraintswhich were non-existent at the start.

AA SSoocciiaall FFiirrmm BBrraanndd CCaassee SSttuuddyyCREATING A BRAND FOR ‘THE ECOSTORE’

1122

Brand Evaluation 13

EcoStore Name Generation 14

Wholefood Planet Brand Development 16

Wholefood Planet Brand Realisation 18

Wholefood Planet Brand Implementation 20

1133

The Client‘EcoStore’ is the project name givenby Social Firms UK to a wholefoodwarehouse business it wishes toestablish in the UK based on thesystems established by the existingDaily Bread enterprises (of whichthere are outlets in Northampton andCambridge).

The BrandThe trading and brand name for thecompany are to be developed.

Products and servicesWe understand this to be the sale to individuals and the trade of pre-packed and packed-down foodproducts, as well as some non-fooditems in a warehouse-typeenvironment similar to Daily Bread.

Their market‘EcoStore’ will attract customers who want to buy good qualitywholefoods and ethically sourcedproducts at a fair price and to learnmore about the whole area and howit can benefit their lifestyle.

Their competitors We understand competitors to beother organic and wholefood stores,as well as the major multiple grocerswho all offer ‘healthy’ eating ranges.That said, apart from Daily Bread, nodirectly comparable competitors existfor the ‘EcoStore’ concept.

The big pictureTo build a successful franchisedbusiness based around the DailyBread concept.

Genuine point of differenceThe Daily Bread concept is believedto be relatively unique with a strongappeal to health conscious people ata reasonable price.

Your marketing strategyAs potential franchise partners are being sought this has yet to be defined.

Staff and client feedbackN/A

What is the marketing objective?To develop a name for the ‘EcoStore’concept and, thereafter, produce alogo and brand identity implementationprogramme to help get the firstfranchisees on board.

What is the overall proposition?To develop a trusted brand wherepeople will want to come and buyhealthy and ethically sourcedproducts as well as learn more aboutthe whole subject area, products,cookery techniques and more.

What is the specific requirement?To develop a name and brandidentity.

Who is the project talking to?A wide range of people from potentialfranchisees to customers, suppliers,staff, local press and so on.

Why is the project needed?Because no company name andbrand identity exist.

What is the required audienceresponse?This requires much furtherclarification once the brand identityhas been developed and is ready for implementation. In simple terms,the new brand identity must appealsufficiently to the target audience to drive them to the new stores asthey open.

What are the mandatories?Any creative solution must be costeffective to implement and highlyversatile, as applications required will potentially range enormouslyfrom business stationery to signage,marketing collateral to uniforms.

1. EcoStoreBrand Evaluation Brand

Evaluation

1

1144

EcoStore ConceptName Generation

RecommendationsOrganicaEco-EssentialsNatures’ WayGenuine ArticlesWay-to-growVital IngredientsThe Greener GrocerGreener GrocerLife’s LarderWholefood PlanetEvergreensThe Green Market

NaturalOrganic(Re) FreshNatureHealthyUnrefinedRawSimpleGoodInnocentPureGenuineMoralResponsibleEthicalConsciousFreeHonestTrueHumaneHonourableTrustworthyDecentFruitVegetablesConservationProtectiveEnvironmentRenewableResourcefulRecyclableCaring/SharingAuthentic

BiologicalBotanicalMind & BodySensualSpiritualInvigoratingFeel-good factorReplenishDetoxNourishAdmirableDeservingGoodwillReputableElementsEssentialBasicForestGreeneryLifeFriendlyThoughtfulOpen-airRusticMother NaturePreserveBalanceSimplicityPeacefulBotanicalWoodyGrainReap

SowHarvestWheatFertileTactilitySincerePlanetUnaffectedNakedRealRoughageFaithfulModestWholesomeFoliageUnderstated

As you will see below, we came up with a range of possible names for the ‘EcoStoreConcept’ from which ‘Wholefood Planet’ was chosen as it was felt that this mostaccurately summed up the following: the range of products sold; the environmentalnature of the products; that it is attractive and homely; its great potential for creatinga distinctive brand; its availability as a domain name.

1155

Product descriptorsGrainCropFreshGoldenRipePureNaturalToastedWholefoodWholesomeHealthyBeneficialGoodNourishingDecentCuringRemedyPick-me-upTastyNutriciousBalancedAlternativeCleansingChunkyHand-pickedHandmadeOrganicAuthentic

Made up/phrasesOrganicaOrganicalOrganic EssentialsOrganic MattersOrganic PlanetOrganic ChoiceEco-EssentialsEcoStoreEco-opNatural SelectionNatures’ WayMother NatureEarth MotherGenuine ArticlesWay-to-growVital IngredientsThe Green GrocerGreen GrocerThe Greener GrocerGreener GroceryOh NaturelThe Eco FriendFood for thoughtBody & SoulPure & SimpleBack to BasicsFresh ConnectionThe Ripe StuffFeel-good FactoryÉcologieAmbiance

MoodsBeneficialPleasureBody & SoulSpiritRelieveHealFeedProvidePurifyPositiveRemedyNurtureBenefitConstructiveActiveAdvantageousHealthfulWorthyContributiveEnrichingUpliftingEnergisingResponsibleSupportiveCo-operativePrideRespectableNaturalHelpfulKindEconomic

ProductivePro-activeEcologicalConsiderateHelping othersHelping yourselfNourishFreedomEqualityFairnessCharitableDecorumHonestyTruthfulSincerityMoralityIntegrityGivingAdmirableFaithReligionPhilosophySelflessHumanitarianDevotedNobleCalmAuthenticFruitfulSenseHomelyInnocence

CultivateSummerGardenGrowHarvestBareFlavourSpiritMoraleFriendlyTeamHarmonyBlendPeacefulPartnershipSubtleFieldsHay barrelsUsStrippedPeopleEnvironmentDe-toxInspireRenewReplenishWell-beingSustainableCaring/SharingBalance

1166

Wholefood PlanetBrand Development

WHOLEFOODPLANET

wholefood planet

In Option 2 we considered a more family orientedapproach to the wholefood marketplace with brightercolours and more mainstream imagery. Valuesconsidered included Caring, Aware and Supportive.Again we looked at brands that worked in thismarketplace to understand the visual language.Examples of some initial logo themes for this optionare shown below.

In Option 1 we looked at the ethical side of thewholefood marketplace and considered ‘spiritual’,natural images, earthy colours and values such asUnderstanding, Conscious and Pro-active. We alsolooked at brands that worked in this marketplace tosee what kind of visual language we would need touse if we were to work in the same space as them.Examples of some initial logo themes for this option are shown below.

Option 1 | Environmental ethics Option 2 | Family friendly, environmentally aware

1177

wholefood planet

BrandDevelopment

2

Option 3 was the most modern option to be consideredwith regard to the wholefood marketplace with asophisticated colour palette, striking contemporaryimagery and values that included Aspirational,Convenient and Stylish. Again we looked at brandsthat worked in this marketplace to understand thevisual language. Examples of some initial logo themesfor this option are shown below.

Option 2 most closely matched both our researchfindings and our client’s own view of the positioning for the Wholefood Planet brand. Consequently we wereable to finalise a working mood board (shown above)and begin developing some final identity solutionsfrom the chosen examples shown below.

Option 3 | Convenience lifestyle Selected | Family friendly, environmentally aware

wholefoodplanet

WHOLEFOODPLANET

1188

Wholefood PlanetBrand Realisation Brand

Realisation

3

The chosen ‘sun-flower’ logo wasthen developed still further until thefinal logo was chosen. This identitywas then applied across a range ofitems to see how it would work inreality. Some of these items areshown below.

Chosen Identity

1199

2200

Wholefood PlanetBrand Implementation Brand

Implementation

4

This stage of the project is currently in development. When completed, examples ofhow the Wholefood Planet brand has been implemented on packaging, in-store andon marketing materials will be shown.

Social Firms UKFurness House53 Brighton RoadRedhill, SurreyRH1 6PZT: 01737 764 021E: info@socialfirms.co.ukwww.socialfirms.co.uk

Produced in association with Turnbull Ripley Design +44 (0)20 7221 0110