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Brand Breakfast: Measuring brand awareness – tools, techniques and deciphering the data

Brand Breakfast
Available On-Demand

Free and exclusive to CharityComms members and corporate partners

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This on demand event is free and exclusive to CharityComms members.

If you are a CharityComms member, you can watch these presentations for free by clicking ‘attend event’ above and registering your details. You will automatically be sent the link to the video and the password. Contact us if you have any problems accessing the videos.

If you aren’t a CharityComms member, why not consider becoming a member? 


Measuring brand awareness is important, but it can seem difficult when you’re measuring something that feels inherently intangible. We’ll be talking about how to measure brand awareness, as well as delving into the tools and techniques that can help you decipher the data. We’ll hear how charities are using brand awareness metrics to inform their decision making and engage key stakeholders in their organisation. There will also be time for some much needed peer-to-peer discussions too!

Welcome and housekeeping

Vanessa Weddell 
head of events, CharityComms

Icebreaker

Vanessa Weddell 
head of events, CharityComms

Measuring charity brands effectively - how a research agency measures how your audiences feel about your brand

Building strong brands requires an understanding of how your brand is currently perceived by your target audience, and then making positive changes for the future. nfpSynergy runs the Charity Brand Evaluator to help brands track critical brand metrics. In this talk, Secil will share insights on how she and her team explore and track critical brand metrics for charities such as momentum, relevance, authority and transparency. Each of these metrics help charities better understand their current audiences’ perceptions of the charity brand and how those perceptions change over time.

Secil Muderrisoglu
head of brand research, nfpSynergy

Peer-to-peer breakout discussions: your brand awareness measurement journey

We’ll use this time for some much needed peer-to-peer breakout discussions to explore your organisations’ journey in brand awareness measurement. Are you just at the beginning of your journey or are you a well-seasoned pro? What lessons have you learned along the way? 

Top tips from the CharityComms Brand Breakfast Steering Group

We’ll share top tips from the CharityComms Brand Breakfast Steering Group on brand awareness evaluation and metrics. 

Vanessa Weddell 
head of events, CharityComms

Peer-to-peer discussion: what's on your brand awareness dashboard?

We’ll move into breakout rooms to talk about which metrics you’re measuring on your brand awareness dashboard currently. How are those metrics giving you the information you need to make informed decisions and advocate internally?

Peer-to-peer discussion on: brand awareness tracking tools and tips for deciphering the data

We’ll once again work in small groups to share the brand awareness tracking tools we’re currently using, along with any tips for deciphering the data. We’ll feed this into a central resource that will be shared with all delegates. 

Close

Vanessa Weddell 
head of events, CharityComms


About the Brand Breakfast

CharityComms’ Brand Breakfast is a group for professionals working in brand to come together to discuss issues of mutual interest and share examples of good practice.

The format of the meetings is usually two or three presentations on a specific topic, followed by small group discussions, providing a combination of best practice and peer-to-peer sharing.

These events are a great opportunity to meet your peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The group is designed to encourage networking and peer to peer support, sharing issues in a ‘safe’ environment.

If you’d like to be one of the first to hear about these events, please email events@charitycomms.org.uk to be added to the mailing list.

If you’re interested in presenting at a future event or joining the steering group, please email Vanessa.