Charity, Health, Education, Other
Free not-for-profit branding white paper
Veteran brand consultants Ollie Leggett and David Crichton have distilled their 35 years of combined branding experience into a practical, accessible guide to why, when, and how to successfully refresh, reposition or rearticulate your brand. Read on to find out more and request your copy.
Our branding white paper series explains the fundamental questions not-for-profit organisations should consider before embarking on a rebrand project, and how to translate your thinking into a living, breathing brand.
Many of IE’s clients come to us during a period of organisational change, and they’ve usually been tasked with urgently communicating these changes to the world – in order to deepen engagement, to drive up giving, to encourage volunteering, to attract more trust and grant funding, to improve talent attraction and retention, or all of the above!
Brand is rightly recognised as a tremendous asset – or a horrible liability – in these endeavours. And, whether it’s their first time, or they’re a seasoned pro, they’ve been appointed to lead a significant project that will demand every ounce of their time, their energy, and their resolve. It’s a journey that will be full of many highlights, and much anxiety.
And if that’s you – welcome. We’ve written this paper with you in mind.
It’s a story of why, when, and how to refresh, reposition or rearticulate your brand, written in plain English. It’s a story of brand victories, and brand disasters – and it’s a thoroughly honest account of what’s involved. We’ll outline every step of the project and list the potential perils and pitfalls.
Written with a primary focus on charities and the not-for-profit sector, the white paper is equally relevant to other values driven sectors like Education, Health and the Arts.
- What is brand?
- Why rebrand?
- When to rebrand.
- Should we change our name?
- Who should I involve?
- How much research do I need to do?
- What about Vision, Mission, and Values?
(first published February 2018)
How to translate your findings into a living, breathing brand:
- What’s Brand Architecture?
- What messages should we be using?
- Does it really matter what my brand looks like?
- What’s the difference between a logo and a visual identity?
- What if I hate it?
- How do you protect and police a brand identity?
(first published April 2018)
Before and After:
- What does success look like?
- How do I launch our new brand?
- How long before we’ll have to do it all over again?
- What about our website?
- Where do I start?
- How do I write a good brief?
- Should I ask agencies to submit speculative designs?
(first published October 2018)
Request all three parts of the brand white paper now:
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IE Brand helped us all to think about what we say about ourselves and how we convey those messages – it’s helped everyone to gain a positive, fresh perspective.Allie Fitzgibbon
Head of Communications, Career Ready