1. Our new brand strategy and values
Barbara Beebee and Catherine Murray

2. Research to help evolve our brand
Focus groups
Employees
Members
Students
External stakeholders
Depth interviews Employees
International members
External stakeholders

3. Research findings – build on our strengths
The organisation of the future:
A blend of current strengths with a more forward-looking and outward-looking focus.
Established, knowledgeable, solid, professionalism with integrity and trust.
Outward-looking, energetic, innovative, inspiring and leading.
Supportive, relevant and accessible.
Forward-looking and modern but not losing the tradition and years of history of credibility.

4. Creating the brand right for us
The brand strategy.
Our brand is built from a handful of key ingredients:
Our values (and how we do what we do every day to bring those values alive)
Our personality
Our tone of voice

5. Our values
They drive our decisions, form our beliefs and unite us as one organisation with a common way of doing things.
Our brand values should be used as a guide for anyone representing the organisation – staff or volunteers.
Community
Integrity
Progress

6. Community We are: Building relationships and communities
by listening and giving people a clear voice.
By being:
Inclusive
Accessible
Collaborative

7. Community Integrity We are: We are:
Building relationships and communities
by listening and giving people a clear voice.
By being:
Inclusive
Accessible
Collaborative
Integrity
We are:
Doing the right thing for the organisation, our members, the profession and the public interest.
By being:
Honest
Accountable
Professional

8. Community Integrity Progress We are:
Building relationships and communities
by listening and giving people a clear voice.
By being:
Inclusive
Accessible
Collaborative
Integrity
We are:
Doing the right thing for the organisation, our members, the profession and the public interest.   
By being:
Honest
Accountable
Professional
Progress
We are:
Developing the future of the
profession together.   
By being:
Relevant
Supportive
Purposeful

9. Community Integrity Progress We are: We are: We are:
Building relationships and communities
by listening and giving people a clear voice.   
By being:
Inclusive
Accessible
Collaborative
Integrity
We are:
Doing the right thing for the organisation, our members, the profession and the public interest.   
By being:
Honest
Accountable
Professional
Progress
We are:
Developing the future of the
profession together.
By being:
Relevant
Supportive
Purposeful

10. Embedding the values with volunteers What is happening so far?
A video message from Philip to all members on 29 April introducing the new brand and its importance to the IFoA, sent via .
Debbie Atkins and Jill Chipchase are working on an induction pack for all volunteers
Other ideas from some of the PECs:
Regular agenda item at Committee meetings – gap analysis (where we are, where we need to be); what can we do to incorporate values into our volunteer roles for the IFoA
Include in training, such as presentation training
18 November 2018

11. Our personality How we express ourselves.
Our personality is built from a limited set of attributes that connect us with our audiences.
It should be unique, authentic and consistent whenever anyone comes into contact with our brand:
Classic with a modern twist
Stylish with substance

12. The visual identity

13. The logo

14. The primary colour palette
Dark Blue
Gold
Mid blue
Light Grey
Pantone 540
Pantone 124
Pantone 7459
Pantone 420
Tints
Tints
Tints
Tints
75%
50%
25%
75%
50%
25%
75%
50%
25%
75%
50%
25%

15. The secondary colour palette
Pea Green
Forest Green
Bottle green
Cyan
Light Blue
Pantone 373
Pantone 348
Pantone 3275
Pantone 313
Pantone 2951
Orange
Red
Fuscia
Purple
Violet
Pantone 021
Pantone 200
Pantone 212
Pantone 258
Pantone 2655

16. Charts and tables
Column title
Cell data

17. Document samples
A4 brochure

18. Document samples
A4 Word document cover templates

19. Website

20. Newsletter

21. 18 November 2018

22. Questions
Comments
For further information about the brand and values, please contact your Community Manager.