What’s in name? (Getting it right the first time)

Rebecca Gill

Director of Policy, Campaigns & Communications

A brief history of change

• 1855 – Young Women’s Christian Assoc’n

• 2000 - YWCA England & Wales

• 2009 – Board of Trustees agree need for rebrand

Rebrand #1: Process of Change

• Key drivers for change

• Funders

• Beneficiaries

• Finances

• Evidence to aide change

• Focus groups

• Polling

• Stakeholder interviews

Rebrand #1: Choosing the Name

1. Platform 51

2. Girls & Women at Heart

3. Forward for Women

4. Pineapple House

5. Big Red Door

Platform 51: Girls & Women at Heart

Rebrand #1: Factors for Making it Work

• Competitor Analysis

• SWOT Analysis

• PEST Analysis

• Look and feel of the brand

• Getting buy in across the organisation

• Building a stable and committed leadership team

Rebrand #2: Starting Again

• New Chair

• Polling & focus groups to identify needs of young women

• New CEO

• Tour of centres

Rebrand #2: Tough decisions & fundamental change

• Withdraw from face to face services

• Change our name

• Operate within our means

Rebrand #2: Effective Research

• Desk Research

• Competitor Analysis

• SWOT analysis

• PEST analysis

Rebrand #2: Making it Work

• Major advertising agency providing pro bono support

• Thorough testing of the names, logo, colours with beneficiaries

• Temporary ‘project’ team:

• Website Manager

• HR consultant

• Project manager

• Participation consultant

• Clear ‘buy-in’ across the organisation

• Strong external & internal support for the name

Rebrand #2: The Challenges

• Internal disquiet

• Media interest

• Due diligence

Young Women’s Trust: Impact

• Online & Telephone coaching service successfully supporting young women

• Active young women’s advisory panel engaged with the charity

• 12 month Inquiry into the lives of young women

• 3 published reports

• National and local media interest

• Partnership work in progress

• Several corporates engaged – funding and supporting

• Trusts and Foundations engaged

• Individual supporter programme in place

• Major donors on board

Top Tips

• Be honest from the beginning about why a rebrand• Appoint a project manager• Undertake thorough research including

• Competitor Analysis• SWOT & PEST Analysis

• Be up front about the risks and have a plan • Get a lawyer• Undertake proper due diligence• Be prepared for some media challenges e.g. social media• Don’t ask too much of the name or the logo• Be kind to yourselves and your team

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Brand Breakfast

What’s in a name?Brand Breakfast

23 April 2015

London

#brandfast