This event took place on 13 July 2023 and all registered delegates will be sent direct access details for the recordings. Please only book your place here if you missed the event the first time round.
Brand is more than a logo.
Brand is your charity’s whole identity – its heart, soul and DNA. Brand conveys what your charity stands for, what (and how) it plans to deliver, and why it exists.
With a crowded charity marketplace and a commercial sector increasingly positioning as purpose-driven, a robust and consistent brand is vital for your charity to stand out and fulfil its purpose.
A strong brand will support your charity to achieve its mission. It can help to change behaviour, raise funds, recruit volunteers, signpost to your services, raise awareness, influence policy and much more.
This conference explores the important strategic and creative building blocks that make a strong brand. It will provide space for you to think about where to take your brand next. And it shares why brand matters and how you can make the case internally for investment in this area.
So, whether you’re considering a full rebrand, a little refresh or you’re looking for new ways to invigorate or strengthen your existing brand – this event is for you!
You’ll be in great company, with inspirational case studies, “how to” guides, and “ask me anything” brand clinics. This will set you up to bring the knowledge back to your charity, which will kickstart your charity’s brand work.
What will I learn?
- Getting buy-in: why bother with brand? How to prove it matters
- Discover: techniques for understanding your audience, your people, cause, and environment
- Time for change: when is it time to rebrand, refresh or change a name or remit?
- Strategy: developing your vision, mission and values
- Visual identity: bringing your brand to life through imagery, logo, typography, colours, and creative design
- Assets: what will you need to embed and activate your brand across your charity?
- Inclusion: making sure your brand is equitable and welcoming to all
- Measure: how to assess brand equity
- Rebranding 360 case studies – charities share every step of the way
- Trends: learn from successful brand strategies from across the sectors
Is this conference for me?
Are you looking to rebrand or refresh, but don’t know where to start? Then this event is for you.
Are you looking for advice for how to strengthen and make the most of your existing brand? Then this event is also for you.
Or perhaps you’d like to understand your brand health and make the case for investment in brand – also for you!
This event is for brand, creative, internal communications, marketing and communications leads who manage (or aspire to manage) their charity’s brand.
This event will cater to a range of budgets. So, whether you’re one person or a team of 10 – this event will offer ideas for all.
This is also a great event for freelancers who work strategically with charities. It would also suit senior professionals who would benefit from learning the latest trends, or want to connect with others in the sector.
Adeela Warley @adeelawarley
Why bother with brand? Making the case for investment
Brand can boost the impact a charity has in every area of work. A cohesive, distinct and memorable brand identity can propel you towards your goals and enhance all of your messaging, projects and campaigns. But it can be difficult to make the case for investment and resources – especially during a cost-of-living crisis and particularly if you’re from a smaller charity with limited budgets. In this session, Emma demonstrates how good branding can improve your charity’s performance in profound, tangible and measurable ways. Brimming with take-home nuggets, you’ll discover how to explain the value of brand in simple language and get buy-in from all areas and levels of your charity.
Emma Shore @shoresems
Discover: techniques for understanding your audience, people and cause
Evidence and research should always underpin any big brand decision. Following a thorough research process, evidence suggested that Children with Cancer UK needed a new visual identity and greater clarity of positioning to strengthen its place in the market. It also uncovered strong opinions on which direction the brand should move towards and some hard-hitting truths about its engagement. In this talk, Hannah shares the inside story of the different research techniques that Children with Cancer UK used to generate insight and inform brand decisions. She will share learnings and practical tips to help you kickstart work in this area.
Ch-ch-ch-ch-changes: where next for your brand?
What can charities learn about branding and reinvention from the late cultural icon, David Bowie? In this fun and practical session, Lark shares what you need to consider before taking the leap into your branding project. From a whistlestop tour of some of the dos and definitely-don’ts of rebranding (remember when Kellogg’s changed the name of Coco Pops to Choco Krispies?) we then journey through case studies from some of the nation’s most successful charities – all via the many guises of David Bowie.
Strategy: developing your vision, mission and values
The foundations of a strong brand are a clear explanation of who you are and what you stand for. Why you exist, what you deliver and how you do it. Whilst charities have traditionally used vision, mission and values, future brand leaders are now taught purpose, proposition and personality. Together they position your brand in people’s hearts and minds, to move them to action, building your profile and reputation. Dan busts the jargon around brand positioning and shares recent project examples of how he has crafted distinctive brand positioning strategies.
Dan Dufour @BrandDufour
Visual identity: bringing your brand to life
From rooting your brand in a BIG idea to working creatively within parameters, there’s a huge amount to consider when developing a visual identity. Creative Concern explores how all charities – no matter their size or budget – can develop and embed a great visual identity as part of their brand.
Liz and Faith share how they approach the development of a visual brand and how the process can be made truly inclusive and fun. Sharing practical techniques that you can use in your own teams to build better creative briefs for your designers, you’ll learn how you can work within parameters and still achieve a strong, creative result. They’ll also share how to keep in mind the practical rollout of your visual identity, making sure that it has a long and effective life once it’s left your designers’ studio.
Uniting brand strategy and creativity
The result of Brand Strategy and Creative working together in harmony is a stronger, more focused brand. But how does this look in practice? Using examples from recent projects, Stuart explains how brand strategy acts as a guiding compass to help creative development stay on track. The elements that make up the brand expression, such as the words, colours, typefaces, graphic devices, photography and illustrations, are all born from the brand positioning strategy. Stuart shares his top tips for ensuring the creative output (both written and visual) of a rebrand doesn’t stray from your strategic positioning.
Stuart Youngs @stuyoungs
Measure: how to assess brand equity
How do you prove that your branding work was worth the investment? How can you evidence the impact of branding work on your charity’s bottom line? In this session, we discuss how to measure brand equity and how to demonstrate the impact of investment using a variety of different techniques for different budgets.
Your burning questions: ‘Ask us anything’ panel discussion
Do you have a burning question that we haven’t covered during the day? If so, our expert panellists will try to cover it! Or maybe you’ll hear answers to the questions you never knew you had! A great way to round off the day.
Vishnee Sauntoo @vishnee
Dan Dufour @BrandDufour
Stuart Youngs @stuyoungs
Paul Allen @https://twitter.com/larkingly
Close and launch of pre-recorded and archive talks to watch at your leisure
Managing a brand refresh on a tight budget
Back in 2019, Age International, a small charity, working in international development, was struggling to get cut through in a noisy and complex space. The charity embarked on a brand refresh project, designed to boost its positive tone, and celebrate the older people it supports. Offering her top tips and take-aways, Vishnee will share how they completed the brand refresh on a tight budget, including how they made the most of their budget with an agency and what can be done in-house. She will also share the journey and how they inspired their staff to get involved in the brand roll-out.
Vishnee Sauntoo @vishnee
Building an anti-racist brand
We know that structural and systemic racism exists across society and in the UK, and that we as the charity sector are not separate from or immune to this. To create change, and truly oppose and challenge these systems of oppression and discrimination, we all need to take an active approach to anti-racism and equity. And that includes being anti-racist in our communications.
In this session, Alex shares the journey Plan International UK are taking to ensure anti-racism is at the heart of their brand. Alex will talk through how their anti-racism communication principles inform and drive how they communicate as an organisation. She will talk through their journey to develop the principles, imbed them across the organisation and what they are learning along the way.
Alex Martel @AlexRhonaMartin
Start building your equitable brand today
The Wellcome Trust has developed their inclusive communications programme over the last two and a half years. In this short presentation, they will share their top learnings and tools to help you start making your brand more equitable today.
Aishwarya Viswamitra @a_viswamitra
Our delegates will receive direct access to the following bonus archive material:
How Rewilding Britain inspires us to Think Big, Act Wild.
Today’s climate emergency and ecological collapse is the biggest crisis of our time. In 2019 Rewilding Britain – a small, visionary charity – was riding the growing wave of public interest in rewilding but lacked stand out from traditional conservation groups. People were confused about rewilding and Rewilding Britain’s unique contribution. In 2020 Rewilding Britain clarified its strategy and vision, and created a bold and inspirational new brand to grab the lead and convince people to ‘Think Big, Act Wild’. Hilary shares how she brought her experience of building Macmillan’s brand to a brave charity with a tiny budget – and how both rebrands succeeded because they drove strategy and inspired the whole organisation.
Hilary Cross @hilary_cross
Top tips for setting, embedding and embracing brand guidelines
Brand guidelines are an essential part of your brand toolkit, but colleagues can often see them as an obstacle rather than an asset. In this session, Helen shares top tips for setting and embedding brand guidelines, along with some useful tools to demonstrate value and encourage colleagues to embrace them.
Helen de Soyza @de_soyza
Lark is an award-winning creative agency for brands with purpose.
Our team of writers and designers help brilliant organisations build their brands, find their voice and tell their story. We think people do better work when it’s something they believe in. So we’ve always been committed to working with organisations that want to make a positive difference in the world. From Guide Dogs, Samaritans and Dementia UK, to Target Ovarian Cancer, Beat and The Body Shop, we’ve devised and produced award-winning campaigns, engaging brand language, bold design and word-perfect content for lots of inspiring organisations.
Dan Dufour is a specialist in brand purpose and one of the sector’s leading brand strategists with over 20 years’ experience, establishing his own consultancy BrandDufour in 2018. He has worked on successful brand projects across all corners of the sector from Shelter and Parkinson’s UK to Scope, RNID and Mind.
Dan crafts brand strategies and stories, then brings them to life by collaborating with a community of talented creative partners. His independence enables him to choose who to collaborate with to get the best results.
Dan established Brand Breakfast and is an author of our best practice guide to branding.
We are Texture. We help brands that do good, be great.
We specialise in strategic branding and campaigns. Our texture comes from blending world leading creativity with our insider knowledge of the third sector.
At Creative Concern, we harness the power of communications as a force for good. We create brands and campaigns that matter for charities and other not for profit organisations, and for twenty years we have been creating compelling communications to make the world a better, more sustainable place. We’re a creative and strategic communications agency, passionate about using our skills to activate change. At Creative Concern, great ideas and good values go hand in hand.