To ensure our brand identity is fit for purpose both now and for the future, we consulted with members, customers, our employees and independent brand experts.
We began by asking our members, staff and many other stakeholders what 'championing better work and working lives' means to them, and what motivates them to work with us.
A consultancy called Frank, Bright and Abel - brand experts with experience of developing brands for other successful organisations - helped us make informed and objective decisions that would help our brand work harder for us and stand the test of time. They facilitated an objective review of our communications and helped us analyse feedback from face-to-face workshops, online questionnaires and 'secret shopping' with our staff, volunteers and the centres who deliver our qualifications. Based on this in-depth research, they developed various creative concepts and helped us test them for relevance, impact, longevity and value for money.
Once we agreed on 'dialogue' as the key theme for our new brand identity, we began developing the messaging, tone of voice and design principles to support it. We then tested the concept in different situations, and began updating our content. We've also developed workshops, toolkits and guidelines to help all our staff and other brand ambassadors, including branch volunteers and those who deliver our training and qualifications, deliver on the new brand.
A lot of the work is now complete, but to keep costs at a minimum we're updating things gradually, so you're likely to see our new and old identity alongside one another for some time to come.