What's in a name? - All We Can. Brand Breakfast 23 April 2015

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?