Simeon Mitchell, director, communications and marketing and deputy chief executive, All We Can Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk

1. What’s in a name?
Simeon Mitchell
All We Can
23 April 2015

3. April 2014

4. Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning

5. Audience
Competitor
space
Organisation
Brand model
Strategic
brand
positioning
Supporter
analysis
Trends
Motivations
Unmet needs
Segments
Self analysis
Image
Heritage
Mission and values
Strategic plan
Competitor
analysis
Identity
Differentiators
Strengths
Vulnerabilities
Methodist needs
to be in the name
or strapline

7. Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning
4. Finding a name

8. Name filtering process
Recommendation
Creative
input
Staff and
trustee
ideas
Supporter
survey
Longlist (300+)
Selections from longlist (30)
Eliminations from medium list (10)
Scoring of medium shortlist (5)
Exploration of pros & cons of shortlist
Testing of proposed option

10. • Does it appeal to you?
• Will it appeal to Methodists?
• Will it appeal to other Christians?
• Does it fit our vision and mission?
• Distinctiveness
• Energy
• Gravitas
• Longevity
• Is it easy to spell?
• Can you say: “Hello, I’m from...”
Shortlisting questions

11. • Availability
• Charity Commission search
• Website address availability
• Closeness to competitors
• Trademarking
• Google result
• etc.
Screening criteria

12. All We Can
The Methodist Development Agency

13. Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning
4. Finding a name
5. Testing and refining

14. We help people in
some of the world’s
poorest communities
to become all that
they can.

15. Six steps to rebranding
1. Establishing strategic intent
2. Consulting
3. Developing the brand positioning
4. Finding a name
5. Testing and refining
6. Launching

16. Events
Regional preview events

17. Main launch

19. Results and
reflections

20. www.allwecan.org.uk

21. Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do.
ww.charitycomms.org.uk

22. Brand Breakfast
23 April 2015
London
#brandfast
Brand Breakfast
What’s in a name?