1. WHY REVIEW P3’S BRAND? As an organisation, P3 have now used the same mission and values for the past ten years and have been using the current logo for the past seven years. Ten years ago P3 had 50 staff, worked in and around Wolverhampton and solely dealt with the issue of homelessness. In 2014, P3 now employ 500 staff, work all over the country and deal with a variety of different issues. The organisation has changed substantially over the past ten years, so is it right that the same brand identity exists today as it did in 2004? Does the brand still represent and portray P3 as it should? And should the brand identity evolve, just as P3 has evolved? These are the questions that started the brand review process and took us on the journey to reaching the conclusions outlined in this document.
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THE PROCESS BEHIND EVOLVING P3’S BRAND
In order to determine if any changes and updating was needed to P3’s brand identity, we needed to know:
In order to work through this process we firstly needed to establish who are P3. To do this we recruited a small brand development group, made up of P3 staff, to drive the project forward and then opened out to a wider consultation.
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1. The brand group A core brand group consisting of 15 P3 staff members from communications, development, service managers, HR and delivery roles was recruited. The role of this group was to firstly be the information gatherers from key stakeholders and then to be decision makers in pulling this information together and deciding the consensual end results. 2. Consultation process Launched at the all staff conference, the brand group then went out to stakeholders to gain feedback on four key brand elements: • What is P3’s personality? (and does the current look and feel of the materials we currently produce reflect this?) • Do the mission and values reflect P3 in 2014? • Does the P3 logo need updating? • Is the website a powerful tool for the organisations needs? This process lasted for a month and asked to feed in to the consultation was all staff, board members, external stakeholders and general public. Over 500 people were asked to feed into this process and help to shape the result. The brand group then came together over two days in order to collate this feedback and pull together findings. Joining the meetings was the Senior Brand Manager from Macmillan Cancer Support and a Director from the brand agency FRANKPR.
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3.
THE FINDINGS
3.1 Personality What the brand process concluded is that people agreed that the personality of P3 is: Honest Outgoing Helpful Quirky Happy Hard-working Dedicated Reliable
Different
Brave Imaginative Professional
And that if we were a person we’d be someone like:
The consultation found that people felt that P3’s look and feel of materials, alongside that tone of voice used on materials doesn’t currently reflect this personality. Brand refresh element 1 So as a result all P3 materials, merchandise, publicity and PR will portray this persona.
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3.2 Mission and values Mission and values was the section of the band review that generated the greatest discussion. But what was very striking from the start was that everybody’s thoughts was leading in the same direction and has resulted in the change from:
P3 Mission P3 exists to create and operate services, facilities and opportunities for vulnerable and disadvantaged people, which offer effective and long lasting routes out of social exclusion and homelessness. We seek to work in partnership with those sharing our vision, goals and mission. P3 Values People First Deliver the possible Increase potential Right first time – EVERYTIME
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To the brand refresh element 2:
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3.3 Logo The logo that P3 have been using for the previous seven years was reviewed. The main factors that were determined that needed to evolve were: - Modernise - Inject more colour - Show what P3 means (People, Potential, Possibilities) - Try and reflect P3’s already determined personality in the logo
A period of design was the entered in order to procure a logo that reflected these points. With the resulting logo looking as follows: Brand refresh element 3
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3.4
Website development
The website prior to the brand review looked like this:
What became apparent that was missing from the P3 website was: - - - - - - - -
A unique user journey for each visitor to the site Fundraising capability Events management capability Greater social media interconnection A content management system for users to update content and take ownership of pages Locality – it was a very “top-down� corporate site, great for stakeholders at that level. But for people looking for more locally tailored information to them, this function was missing. Mobile and tablet optimisation Lack of colour and injection of personality
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To this – brand refresh element 4:
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3.5
The look and feel of P3
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This includes: - A new font - New colour pallete - New photography guideline - New writing style
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CONCLUSIONS & SUMMARY: In a period of three months, we have managed to engage with a large number of P3 stakeholders, both internal and external. Taking all of these views into account, we have constructed a very clear personality, image and tone of voice, that as an organisation we feel positively represents P3. This brand personality reflects how we believe we exist as a charity and how we want to be portrayed by all of our current and future stakeholders. Using the skilled resource of P3 staff members along side in-kind donations from brand and design experts we have been able to produce an identity that everyone who is involved with P3 can feel part of and proud to represent. This has not been a re-brand, but has been a process of brand-evolution; to move from a brand that no longer fully represented the personality of P3, to a brand package that fully portrays the personality of the organisation to the outside world.
NEXT STEPS . . . Subject to P3 board approval on the 31st January 2014:
Internal Launch 28th February 2014 External Launch 28th March 2014 15