How to survive a rebrand, change and grow

Brand Breakfast
28 January 2020

Brand development in the charity sector is not for the faint-hearted. You need expertise, creativity, patience, diplomacy – and thick-skin. Last year was a bumper year for charity brands evolving their brand positioning and expression. In this session, we were joined by peers who have refreshed their brands and come out the other side. We heard about why their brands needed changing, how they determined the scale of change and its impact, as well as their top tips for anyone embarking on a brand development project this year.

Presentations

Brand in ten on rebrands – Dan Dufour, brand strategist, BrandDufour

  • If you are a member, you can watch the video of Dan’s presentation here. Please contact Lauren for the password.

Skills for Life: Rebranding Scouts for a digital age – Chris James, brand and ambassador manager, Scouts

  • If you are a member, you can watch the video of Chris’s presentation here. Please contact Lauren for the password.

Twins Trust: 40 years of success – why change now? – Nikki Roberts, head of communications at Twins Trust

  • If you are a member, you can watch the video of Nikki’s presentation here. Please contact Lauren for the password.

Challenging perceptions: Rebranding Teach First – Jonathan Dando, director of marketing and communications, Teach First

  • If you are a member, you can watch the video of Jonathan’s presentation here. Please contact Lauren for the password.

  • You can see notes from Jonathan’s presentation here

Panel discussion – Featuring Dan Dufour, Chris James, Nikki Roberts and Jonathan Dando 

  • If you are a member, you can watch the videos of the panel discussion here (for part 1) and here (for part 2). Please contact Lauren for the password.

Resources:

Article: Ten tips to survive a charity rebrand Dan Dufour, brand strategist, Red Stone

Article: Five charity brand trends for 2020 – Dan Dufour, brand strategy director, BrandDufour

Article: How to manage brand stretch – Dan Dufour, brand strategy director, BrandDufour

Article: Simplify or die: Tips for cementing your brand – Alexander Scott, brand and content consultant, freelance

Report: Is your brand working for you? – Ben Ryder-Smith, business development manager, Spencer du Bois

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 Lauren 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.


Brand Breakfast is sponsored by: 

Red Stone is an award-winning creative agency. 

They provide brand strategy and campaigns to leading UK organisations. 

They have a proven track record in delivering outstanding creative that connects brands with their audiences.

If you’re refreshing, renewing or re-thinking your brand – they’re happy to talk to you, to bring their strategic and creative strengths to your communications.

For information, please contact Helen James, head of projects and planning: helen.james@red-stone.com