Rebranding? Know before you go

You might think about changing your brand name or logo for many reasons. Perhaps your logo is looking a little tired, or your organisation’s name no longer reflects the value you offer or the market you service.

Changing your brand is exciting – it’s also a lot of work! Executed poorly, a rebrand may have little effect or even worse, send your organisation backwards… Done well, and supported by a solid strategy, renewing or refreshing your brand can be just the trick to drive your mission forward.

What’s in a brand?

Brand is more than your logo. Every contact your organisation has with stakeholders is a brand-building activity, because at the end of the day, your brand resides in the minds of people. Your staff, your suppliers, your business partners and especially your customers.

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker

Strong brands are consistent – they offer a consistent promise or message to the market that matches the actual experience.

What we often call ‘the brand’ refers to unique, memorable assets or brand codes. These can be visual (as in a logo, a colour or a font) or auditory (think about the intel sound, or the Louie the Fly jingle for Mortein bug spray – now try to get them out of your head!) These brand codes allow people to identify your brand, and when applied consistently, create an association.

Take Nike as an example. Most people would instantly recognise the tick or “Swoosh”, associating it with sportswear, fitness, elite athletes, etc. Thanks to a long history of good branding and consistent messaging – including a very memorable “Swoosh” – most would also associate the Nike logo with a feeling of high quality or superiority over other brands. It’s the strength of this association that generates value.

Just about all organisations will have at least two valuable brand assets – most often your name and your logo. Some tips on looking after your logo can be found here.

Renew, refresh, or retain?

Before you hire a designer, choose a new name or start sketching your new logo, be very sure about its current value.

You might like to do some market research to test how well people know your brand and which assets are the most memorable. If you find your current assets (or brand codes) are very strong, it may be best to retain your current logo, name and other valued brand features. Changing it completely could risk losing recognition among the stakeholders you want to connect with, or damaging your brand value. For example, other aspects of your brand (such as your customer engagement, service quality or accessible pricing) maybe the assets that your customers value most.. If your customer has to work harder to find your brand, they may not find it at all. If you no longer offer the brand assets that they value, they’ll go elsewhere.

Look at your competitors. Are there similarities between your logo and theirs? Is there a common image or visual that depicts your service offering? Do they use similar colours?

Let’s consider distinctiveness versus differentiation. Distinctiveness is how your brand is recognised and identified by your customers. It is not a reason for purchasing a product or service, but simply a person’s recognition of an organisation and its brand. Differentiation is what drives a customer to make a purchase. It is a relevant, important difference that your organisation offers over your competitors. Is your organisation distinctive? Do you offer differentiation over your competitors?

Next, consider whether your name reflects your offering? If neither your organisation’s name or logo reflects your service offering, you might consider adding a tagline. In our last article, we discussed how CBB often uses a tagline that states “salary packaging and business consulting” to clear up any confusion about what it is we do. It can often be a simple way to add clarity, or can be used as a differentiator between your organisation and your competitors. If you do decide to add a tagline, be sure it adds value.

Sometimes a refresh is a better option. Retaining the assets that people recognise (like a specific colour, for example) while updating the look to better fit your values and help you stand out in your sector.

If you find any of your brand codes send a message that doesn’t serve your purpose, then it’s probably time for a change.

How to tackle your rebrand

A few things to remember if you decide to rebrand:

  • Start with strategy. Getting a market orientation can help you understand where you are now, and allow you to plot a course for change, based on the needs of the community that you serve. Read this article for more information on market orientation.
  • Measure the effectiveness of your current brand assets. If any of your assets are particularly strong, consider keeping them or modifying them, rather than removing them altogether. Any assets which are weak and don’t add value to your brand should be replaced.
  • Do your research! Compare your brand to your competitors’. What works and what doesn’t?
  • Set a budget. Whilst rebrands can be done cost-effectively (particularly if you have the required skills within your organisation), the costs will vary based on the size of your organisation, and how far you want to take it.

This article on How to nail a rebrand from the get-go provides some great tips for planning a rebrand for your organisation.

Decided to stick with your logo and name? Here’s how to look after it. Still unsure? Do some homework on your brand now and you’ll be on the path to making the right decision.

If you would like some help with understanding your market and your brand assets, contact our consulting team.

Louisa Canning
Marketing Officer
Email: consulting@cbb.com.au
Phone: 1300 763 505

 

 


The value of a logo

In previous issues of Foreword, we’ve looked at different aspects of marketing such as brand reputation, marketing strategies and social media marketing to name a few.

Whilst all of these things are important, how much thought have you given to your organisation’s logo? It’s one of the first things people notice when they’re looking for your organisation.

Next time you’re driving home or watching television, look at the logos you see in advertising. There’s many that you would instantly recognise; the famous golden arches of McDonald’s, the three diamonds of Mitsubishi and the colourful letters of Google. Your recall of the product or service they offer is almost instant. These are all good examples of a logo doing its job.

Now think about your organisation’s logo. Is it new or has it been around for a few years? Does it tell people what you do, or has it honestly seen better days? Not all logos make the product or service obvious. In these cases, organisations might decide to add a tagline – a short statement or a few words about their product offering.

For example, CBB’s logo is three green letters with our name in full underneath. Community Business Bureau is our incorporated name. We’ve had it since 1995 and we wear it with pride. The word Bureau may be a little outdated and can be tricky to spell for some, but it explains exactly what we were formed to do, and still do to this day. This may not be clear to everyone, so depending on its use, we often add a tagline that states “salary packaging and business consulting”.


We try to use our tagline logo on promotional merchandise whenever possible. Our lip balms and pens may end up in the hands of someone who doesn’t know who we are, so our tagline tells them. What’s your logo saying?

Tips for protecting your logo

Your logo is your organisation’s gold. It needs to be protected and used with care. I’ve seen some terrible uses of logos where they’ve been stretched to fit into a space, pixelated and/or re-coloured. Poor quality logos look unprofessional and that’s not the message you’re trying to send to potential clients or customers…

Here are a few easy tips to ensure your logo is displayed correctly:

  • Always keep an original version of your logo saved in a safe place (somewhere other than the main location you keep your logos). As we all know, it’s easy to overwrite a file and once you’ve saved over the top of it, it’s hard to get it back!
  • Keep an electronic folder with different logo versions ready to go. Below I’ll give you an explanation of what to use and when.
  • Be careful who you give it to. Graphic designers know how to use a logo, but if you’re sending it to someone externally, always check how it looks before anything is finalised. Ask for a proof or visit the website that it’s being displayed on. If you’re not happy with it, ask them to change it.
  • Consider investing in a style guide. Graphic designers can provide one of these so you have a reference as to how your logo should be displayed, depending on the situation. Style guides can also incorporate instructions for the use of your organisation’s fonts and brand colours in different situations.

What type of logo and when?

There are a range of image file types for different uses. By using the right file type, you’re halfway to getting your logo looking the way it’s meant to. Here are some common ones you might come across or be asked to provide:

AI – Adobe Illustrator document

This is your original file that a graphic designer used to create your logo. Your logo’s AI file can be used to make all the other file types below, however you will only be able to open or edit it if you have the Adobe Illustrator software. An AI image file can’t be inserted into documents or websites as it’s not an acceptable file type.

EPS – Encapsulated Postscript

An EPS file is one of the most preferred formats by printers, custom merchandise suppliers and signage companies. Again, unless you have Adobe design software, you won’t be able to open or view it.

JPG – Joint Photographic Experts Group

A JPG (JPEG) is probably the most common type of image file that you will come across. It can be used for multiple purposes, provided it’s the right size. Generally, a JPG can be reduced in size, but it can’t be made bigger, as increasing the size past its original dimensions will make it pixelated or “fuzzy”. JPGs can’t have transparent backgrounds, so the best way to display them is on a white background.

Provided they are the right size, JPGs can be used for:

  • Microsoft Word documents
  • PowerPoint presentations
  • Web pages and other online uses
  • Email signatures

PNG – Portable Network Graphics

PNG files are usually a smaller file size when compared to a JPG, but have a slightly higher resolution due to the way the file is compressed when it is saved. PNG files can also have transparent backgrounds, so they are a great option for logos that work well on different coloured backgrounds.

Like JPGs, PNGs can be used for:

  • Microsoft Word documents
  • PowerPoint presentations
  • Web pages and other online uses
  • Email signatures

PDF – Portable Document Format

The advantage of a PDF logo is that it can be viewed on any computer with Adobe Acrobat Reader installed (free to download). It’s also possible to edit a PDF logo with Adobe Illustrator. Some printers may prefer a PDF file for the printing of common office stationery such as flyers, posters and business cards.

If you’ve started thinking about your organisation’s logo and whether it’s still fit for purpose, it may be worth doing a refresh or rebranding altogether. But be aware, rebranding is not a simple task. It can often be a huge undertaking and shouldn’t be tackled on your own unless you have the capability and capacity to do so. Having done one recently ourselves, we know the ins and outs of a rebrand. You can read more about it here.

If you need some help or advice, drop us an email at consulting@cbb.com.au.

 


CBB Community Business Grants

Do you feel fully on top of the business-side of running your organisation? You might be delivering outstanding social impact, but are you confident that your business practices are fit for purpose?

We work with hundreds of not for profit organisations and we see first hand the challenges of juggling the operational realities of delivering community services with the management and planning needed to run a purpose driven business. We know that many organisations do not have the time – and sometimes don’t have the in-house skills – to invest in adequately planning ahead, managing corporate functions, and continuous improvement.

As part of our commitment to reinvest some of our own funds into supporting the sector to build its business capability, we are offering a series of Community Business Grants in 2019/20. Grants will be offered on a staged basis through 2019/20 and will take the form of pro bono consulting projects in areas such as understanding your market opportunities, and financial management.

The first round will open to applications soon. Sign up for news and updates on our Community Business Grant program here, including announcements as rounds open, and access to the grant guidelines.

For any queries on our Community Business Grants contact consulting@cbb.com.au.

Jane Arnott
General Manager, Consulting and Business Services
Email: jarnott@cbb.com.au
Phone: 1300 763 505

 


The importance of knowing what you’ll do with customer feedback – so you ask the right questions

We’ve recently been researching tools to measure customer satisfaction. We’ve heard all about the benefits of their software and how efficient their systems are. But each conversation has focused on measuring how well an organisation has performed, rather than how they can improve.

Wouldn’t it be great if the companies were forward thinking as well as retrospective? This article titled ‘rather than asking customers for feedback, ask them what you could do better in the future’ by Thomas Barta, it’s is a short but informative read.

Asking what you could do better in the future will allow you to understand the needs and wants of the market, allowing you to either start or continue on your journey to be market orientated. 

You can find out why being market oriented matters for your community in this article.

Even if these companies did change their focus, many of the products we reviewed cost over $15,000 a year, which is a hard sell into any CEO and board. But hope is not lost.  Although expensive software makes it easier, you can still collect useful information using free tools and a bit of common sense.

But before you can ask the questions, you need to know why you’re asking them.  That will depend on your planning stage and whether you have a marketing strategy.

Marketing strategy

At this point we must clarify that a marketing strategy is not the same as an engagement/advertising plan.  You cannot look at the 4Ps (product, price, place, promotion) until you have a marketing strategy.  Without it you will not know where to effectively spend your marketing budget to connect with existing and /or potential customers.

In order to create a marketing strategy you need to answer three seemingly simple questions:

  • What market segments will be targeted?
  • What will our position to those targeted market segments be?
  • What are our objectives to each of the targeted market segments?

If you are still developing your marketing strategy there is an opportunity to ask your existing customers what it is they like about your organisation; why they use your services; why they don’t use your competitors.  From here you can start to define your positioning for each of the targeted market segments.

Marketing tactics

If you already have a marketing strategy in place you can focus on the 4Ps.  In particular, questions around your product and what people need and want.  These will help improve your service to keep existing customers happy and attract new customers.

Understanding what people need and want will also help you decide if you should add any new products to your portfolio; and if so what these should be and when you can launch them based on your organisation’s core competencies.

Conducting the research

There are various ways of asking questions and collecting responses. If you have the budget you can reach out to a market research agency.  But if your budget is tight then we recommend saving that money and collecting the initial information yourself.  There is no point having the answers if you then can’t afford to do anything with the information.

Then, if beneficial, use a market research agency at the end of the process to test your positioning and new product ideas on your target segments via focus groups. Their expertise at this stage will be invaluable and worth every dollar of your investment.

Online surveys

If you, like many organisations, already collect a Net Promoter Score (NPS) this gives you a year on year comparison of how well you’re doing. We suggest adding in other questions based on what you’re trying to achieve. These answers will produce actionable insights, which when acted upon will allow noticeable impact to your organisation and the community you support.

If you don’t currently survey your customers, SurveyMonkey is a great starting place.  SurveyMonkey offers a free plan, which allows you to ask up to 10 questions and view up to 100 responses per survey, and offer other plans that allow you to add more team members, ask more questions etc.  But start with the free account and do a test to see if it’s for you.  There are lots of options out there that you may prefer (just Google ‘alternatives to SurveyMonkey’ and there are numerous comparison articles that you can read). 

Face to face surveys

Depending on the people you support a survey may not be the most suitable option. Asking people a series of questions or making the questions into a series of activities may be the best way to obtain the valuable information you require.

Survey Tips:

  • Keep it short – people are busy
    • You’re better off running a quick survey often, instead of a long survey once a year. If you’re willing to pay people to respond to your survey then you can make it longer.
  • Ask the right person
    • The person who decides which services to purchase with what organisation may not be the service user. For example if your organisation provides support to children, the child may be able to tell you what would make their experience more enjoyable.  But they will not be able to help you define the key drivers that makes a parent allow you to support their child.
  • Focus on one thing at a time
    • Before you start to write questions make sure you understand why you are doing this survey. Focus on what it is you need to know.  Make sure you write the answer down so you keep referring to it.  It’s easy to get side tracked as different ideas pop into your head.
  • Know what you are going to do with the answer
    • Sense check the questions you’ve written, by asking yourself if the answers will help you improve your organisation/service/customer experience.

If you want to find out more about how you can connect with your existing customers and / or potential customers, you can book a free consult.

Meg Drechsler
Senior Marketing Consultant
Email: consulting@cbb.com.au  

 

 


Prepare for a new way to attract donations and volunteers

If your organisation works with consumers rather than businesses, now is a great time to consider if Instagram should be one of the communication channels your organisation uses to connect with your customers, potential customers and supporters.

If you’re completely new to Instagram and you find any of this content confusing, we’ve posted a brief glossary below…

Why now

Instagram launched donation stickers in America earlier this year. Whilst this new way of getting people to donate hasn’t been released in Australia yet, it’s the perfect time to start using Instagram in preparation for the launch, especially if you’re looking to engage with 18 – 34 year olds.

In the middle of July Instagram turned off their like count in Australia. So you can no longer see the number of people that like a post (unless it’s your own).

Mia Garlick, the Director of Public Policy for Facebook and Instagram in Australia and New Zealand told the ABC “We know that people come to Instagram to express themselves and to be creative and follow their passions. And we want to make sure it’s not a competition.” This is an advantage for new pages, as a low level of engagement as you build your Instagram presence won’t be visible to users. Although people can still see how many followers you have on your account, people can no longer see that you only have two or three likes on a post, so they can make their own mind up if they like the post and act accordingly, rather than wondering why it’s only got a few likes and then not wanting to stand out.

Engage with young adults

64% of Instagram users are aged between 18 – 34 [1]. Whilst this age group supports crowdfunding activities, it’s less likely to give to charities. Instagram donation stickers will allow organisations to receive donations via the Instagram app on people’s mobile phones and tablets. This is important as 80% [2] of crowdfunding donations are made via mobile devices, so this is a platform where people are happy to provide donations.

Whilst the primary purpose of your Instagram page is to connect with customers, there is also the potential to increase your volunteer base. Although 43.7% of adult Australian’s volunteer, this number drops to only 37.7% of 18-34 year olds. Instagram provides an opportunity for you to connect with this demographic and encourage volunteering.

Start your Instagram page now

If you don’t already use Instagram the sooner you start the better. Don’t wait until the donation sticker feature is released in Australia to get started. Building an audience on Instagram will take time. By starting now you’ll get time to learn and develop a style that your audience engages with, whilst still reflecting your mission. You’ll have time to build a relationship with your subscribers and build trust, so when donation stickers become live, they will want to support you and advocate on your behalf with their followers, by putting stickers on their Instagram stories to raise money for you.

Things to remember

Before you start an Instagram account you need a strategy. Review your marketing strategy to understand which target segment you are appealing to and what your position to this segment is. Build your Instagram content strategy around this and decide what story you’re going to use Instagram to tell, and what solution you are going to offer people. You can’t just copy your posts from Facebook or LinkedIn over to Instagram. They are different environments and people expect different things.

Instagram is image focused, so start to collect images. The best way is by using your smart phone (so if employees are banned from using their phones at work, you may need to revise your organisation’s policy to get the best results, or consider other options). The best photos will be ones taken in the moment, not staged, so make sure people involved with your organisation know what sort of photos you want to take. You may have sensitivities around taking photos of the people you support, in which case you can decide to take pictures from their point of view, to show what they are seeing.

Maximise your chances of being found. Your ‘name’ and ‘bio’ are the only two searchable fields in Instagram, so make them count. Don’t repeat your organisation name in your bio as space is limited, instead use search insights from your website and weave the most searched for terms into a sentence.

Free help to improve your images is available

There are various apps available that can help you improve your images, even if you’re not skilled in Photoshop. Apps like ‘Snapseed’ allow you to tweak your image at the press of a button, so search for image editor in your app store and find one that works for you.

If you want to brand your images or always have a certain colour as a border that ties back into your brand, you can find apps like ‘Canva’ by searching for graphic design apps that need no creative skill to use.

Live video and Instagram Stories (images or videos that disappear after 24 hours) are very popular with the younger demographic and ‘Unfold’ is the go-to mobile app to allow you to add text and design features to your story. Like the other apps, this needs no design skill and if you’re like me, you’ll soon start using these apps for your personal account too. If you’d rather create stories from your desktop, ‘Stories Creator‘ allows you to convert images (not videos) into stories from your web browser.

If you want to provide people an overview of what an hour or day with you looks like, you can use an app like ‘Life Lapse’ which allows you to do time lapse photography for free. The result is a video made up of individual photographs.

Track your results

A simple spreadsheet may help you track results like the number of followers and the engagement (likes, shares and comments) of individual posts. Once you get over 1,000 followers tools like this one can be used to generate reports showing your audience demography, follower growth and important audience insights to allow you to generate relevant content.

As a benchmark according to Phlanx (a social media marketing platform), the average engagement rate on Instagram based on the number of followers is:

  • 1k to 5k = 5.6%
  • 5k to 20k = 2.43%
  • 20k to 100k = 2.15%
  • 100k to 1m = 2.05%
  • >1m = 1.97%

New to Instagram and completely confused?

What is it? It’s a social media platform, much like Facebook or LinkedIn, but heavily based around photos and videos. You can like and comment on posts in much the same way as on other platforms. It’s mostly used by 18-34 year olds, so is a good platform to use if they are your target age group for buying your service, donating or volunteering.

Bio: your bio page gives background information about you and your number of posts, followers and the number of Instagram users you are following.

Stories: are Instagram pictures or videos that disappear after 24 hours.

IGTV: in addition to posting to your page and stories, videos can be posted to IGTV. These advantage of posting to IGTV is that the videos can be longer than on your page or stories, which are restricted to 60 seconds and 15 seconds respectively.

If you need any help creating a marketing strategy to understand who your stakeholders are, what your positioning is and creating measurable objectives; or creating an engagement plan to communicate with them, you can book a free consult.


Tom Rippon
Marketing Consultant
Email: consulting@cbb.com.au  

 

 


[1]  https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/

[2] https://www.entrepreneur.com/article/271466


10 easy ways to protect your brand’s reputation – online

Over the past months the news has been filled with public figures who have lost their jobs due to posts or comments they’ve made on the internet.  Whilst some were recent posts others were in the distant past, but it still came back to haunt them. An organisation is just like a person, over the years comments, news stories and customer reviews leave a story on the internet. So what can an organisation do to protect or improve their organisation’s reputation?  

Continue reading…


Market orientation: Why it matters for your community

With more organisations moving their core business to consumer directed funding models such as NDIS and My Aged Care, change is in the air – for providers and their clients and beneficiaries. For the first time, clients hold the purse-strings – and with them, the chance to exercise true choice and control over the services they receive. For the first time, individuals – not the government
– are the customer.

For a customer-driven market to thrive, there must be sufficient choice available from a range of providers, offering services that fulfil genuine community needs in a way that’s sustainable, ethical, and generates positive social impact.

Continue reading…


Communications – do it once, do it right

People aren’t perfect, mistakes happen and that can affect your bottom line directly (in the cost of fixing the mistake) or indirectly, by affecting your organisation’s reputation.  So it’s important to have a system in place to eliminate errors.

“Fast is fine, but accuracy is everything.”

Wyatt Earp

Setting up a quality assurance and compliance system need not be an arduous task. When operational, the system allows your organisation to operate more efficiently, creating better results and allows you to focus on delivering better outcomes for your community, rather than re-doing work.

Continue reading…


Planning mission-focused marketing next financial year? You’re going to need this map.

Two hands putting pins on a map

With the end of the financial year fast approaching and budgets being drafted, now is a great time to start reviewing your marketing and engagement strategies, ready to plan your investment for the year ahead.

If you’re providing services under the NDIS, the end of this financial year is a particularly important milestone – 30 June 2019 marks the end of transition of existing disability service clients to NDIS in SA. For many service providers, that’s going to mean a big shift in focus – from helping existing clients transition, to positioning your services to attract new clients to your service. 

Continue reading…


How much time do staff spend managing Facebook?

image of clock with marketing strategy words around it and a yellow background

All businesses need to have a Facebook page, and have employees spending time each day writing posts and monitoring comments – or do they? 

It all comes down to your return on investment, a Facebook page is just a communication channel after all. But in order to understand what your return on investment is, you need to look at your whole marketing strategy. 

Continue reading…