Our new brand strategy and values
Barbara Beebee and Catherine Murray
Research to help evolve our brand
Focus groups
Depth interviews
Employees
Members
Students
External stakeholders
Employees
International members
External stakeholders
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Research findings – build on our strengths
The organisation of the
future:
• Established, knowledgeable,
solid, professionalism with
integrity and trust.
A blend of current strengths with a
more forward-looking and outwardlooking focus.
• 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.
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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
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Our values
They drive our decisions,
form our beliefs and unite us
as one organisation with a
common way of doing things.
• Community
• Integrity
• Progress
Our brand values should be
used as a guide for anyone
representing the organisation
– staff or volunteers.
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Community
We are:
Building relationships
and communities
by listening and giving
people a clear voice.
By being:
•Inclusive
•Accessible
•Collaborative
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Community
Integrity
We are:
Building relationships
and communities
by listening and giving
people a clear voice.
We are:
Doing the right thing for
the organisation, our
members, the
profession and the
public interest.
By being:
•Inclusive
•Accessible
•Collaborative
By being:
Honest
Accountable
Professional
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Community
Integrity
Progress
We are:
Building relationships
and communities
by listening and giving
people a clear voice.
We are:
Doing the right thing for
the organisation, our
members, the
profession and the
public interest.
We are:
Developing the
future of the
profession together.
By being:
•Inclusive
•Accessible
•Collaborative
By being:
•Honest
•Accountable
•Professional
By being:
•Relevant
•Supportive
•Purposeful
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Community
Integrity
Progress
We are:
Building relationships
and communities
by listening and giving
people a clear voice.
We are:
Doing the right thing for
the organisation, our
members, the
profession and the
public interest.
We are:
Developing the
future of the
profession together.
By being:
•Inclusive
•Accessible
•Collaborative
By being:
•Honest
•Accountable
•Professional
By being:
•Relevant
•Supportive
•Purposeful
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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 email.
• 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
26 July 2016
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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
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The visual identity
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The logo
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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%
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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
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Charts and tables
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10%
5
30%
15%
4
3
2
1
20%
0
Category 1
Category 2
Series 1
Series 2
Category 3
Series 3
Category 4
25%
Series 4
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1st Data title
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Document samples
A4 brochure
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Document samples
A4 Word document cover templates
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Website
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Newsletter
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26 July 2016
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Questions
Comments
For further information about the brand and values, please
contact your Community Manager.
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