1 ©2012 Name CFA Workshop 1 March Branding Refresh / Digital Development –

2 ©2012 Name agenda... 1.Introduction to the session and expected outcomes 2.CFA purpose and strategic objectives 3.What is a brand and a brand platform? 4.Knowing our audiences (breakout) 5.Branding elements: Our name Brand promise } breakout Brand values } & feedback Tone of voice } Brand identity} group Brand imagery } discussion 6.CFA digital strategy and CFA site 7.Conclusions

3 ©2012 Name CFA strategic priorities... 1.Raise the profile 2.Improve systems and processes 3.Improve business relationships with customers 4.Expand portfolio of products and services 5.Committing to continuous quality improvements 6.Increase CFA income

4 ©2012 Name what is a brand?...

5 ©2012 Name what is a brand?... A brand platform, or corporate image, is the set of associations that customers make with your company or organisation.

6 ©2012 Name take a well known brand...

7 ©2012 Name knowing our audiences...

8 ©2012 Name customer audiences... Audience segmentation This a process of dividing people into similar subgroups based upon defined criterion such as needs, interests, product usage, demographics, psychographics, communication behaviours and media use. ACORN (A, B, C1, C2, D, E) Mosaic- consumer classification

9 ©2012 Name

10 ©2012 Name CFA’s main audience groups (breakout)... Government agencies/departments Training providers Employers

11 ©2012 Name brand platform... Brand identity Our name and how we present ourselves visually. This includes our logo, the colours used, typography and any graphical devices or strap lines. It also includes the types of image we use. Brand promise Summarises what our organisation stands for, how it’s distinctive, and why anyone should be interested in us. It provides direction and a focus to how we approach our work and how we communicate internally and externally. Brand values Principles that govern how people behave and make decisions. They represent fundamental beliefs that are shared by people in the organisation and should be reflected in how we present ourselves. Our values reflect our behaviour and the behaviours of others working within the organisation. Tone of Voice Defines the distinctive way our organisation speaks to its constituents. It provides criteria against which all communications must be measured.

12 ©2012 Name case study... Brand Promise Nothing Is Impossible In our work we believe nothing is impossible. This approach drives everything we do. We’re not limited by what we can’t do; we focus on what we can do. No matter what difficulty you’re in, there is always a way forward. Together, with hard work and unrelenting perseverance, we find a way out and a way up. Our steadfast purpose, determination and optimism means there is always hope. With XXX you will believe that nothing is impossible too.

13 ©2012 Name case study... Brand values NON-JUDGMENTAL We are fair and equitable. We say what we do and do what we say. We have nothing to hide, we are non-judgmental, we are collaborative. FEARLESS We confront issues and fight for the people on the fringes of society. We stand up for what is right and we are fearless of change. ORIGINAL We constantly look to do things differently and in a better way. We always strive to be original, breaking the habitual approach of our sector. RESULTS DRIVEN We value outcomes and what we can achieve not necessarily the process. Effective results are what matters most to our service users, our commissioners and to us.

14 ©2012 Name case study... Tone of voice DOWN TO EARTH We use everyday language and avoid jargon, acronyms and language that our audiences won’t understand. CONFIDENT We are confident in what we say- we have over 200 years of history, we are experts in our field. PRACTICAL We are constructive, we find solutions not problems, we say what we can do. OPTIMISTIC We are positive, we have hope, focus on what we can do not what we can’t do.

15 ©2012 Name group discussion... Discuss in a group CFA strap line 4 Brand values 4 Tone of voice propositions

16 ©2012 Name CFA & competitor brands...

17 ©2012 Name 5 elements of a good logo... Simplicity Memorable Timeless Versatile Appropriate

18 ©2012 Name starbucks... Evolution of a logo Key elements retained

19 ©2012 Name the CFA logo... Letters Clear, easily recognised and remembered Colour References business, professionalism and reliability A symbol of competence

20 ©2012 Name the value of consistency... A consistent visual identity demonstrates… Reliability Longevity and strength Clarity and focus Pride in the organisation

21 ©2012 Name fonts... Calibri Used for correspondence, PowerPoint presentations, internally generated reports and word documents A standard font available on almost all computers Open Sans Used for printed marketing collateral, online and web communications Offers a range of weights Easy to read Free to use

22 ©2012 Name calibri... abcdefghijklmnopqrstuvwxyz ) The quick brown fox jumped over the lazy dog

23 ©2012 Name open sans...

24 ©2012 Name colour palette...

25 ©2012 Name real people...

26 ©2012 Name real situations...

27 ©2012 Name context...

28 ©2012 Name visual metaphor...

29 ©2012 Name online priorities... 1.Improve CFA online presence a) Website b) Social Media c) communications 2.Improve IAM online presence a) Website b) Social Media c) Other digital communications

30 ©2012 Name digital engagement strategy... Drive traffic to the site CFA an excellent source of information Improve CFA profile online Engage audiences through social media (blogs, LinkedIn, etc.) Increase exposure across web (directories, partner sites, Wiki, publications, etc.) Get users to take action & generate income Gain insights on our audiences Measure our online effectiveness

31 ©2012 Name priorities for the site... Focus on being user-centric Simplify copy to be clearer Reduce amount of pages - easier to find info Rework navigation - easier journey Incorporate visuals Integrate social media and other comms Becoming an expected communication channel Talk with them - not at them - to gain greater audience insight

32 ©2012 Name group discussion... Up to three ideas for each: 1.What features / functionality would you like to see on the site? 2.What actions do we want the users to take while on the site? Think target audiences. 3.How can the site work to make your jobs easier? Are there any other main priorities you feel need to be addressed?

33 ©2012 Name we need you... Two volunteers to help during development Tasks include: Contribute in discussions Input on site structure (navigation / pages) Input on site design Content development Writing copy / approving copy

34 ©2012 Name Any other comments Next steps