Barnardo’s Rebrand, and what small charities can learn from it
One of our favourite rebranding exercises so far this year features the wonderful Barnardo’s Charity. Their recent rebrand offers valuable insights for charities aiming to update their image.
Here’s what you can learn from their approach:
Engage Your Audience from the Start
Barnardo’s involved over 4,000 people, including young people from their network, in the consultation process.
All creative projects should start with strategy - and don’t be intimidated by the scale of what Bernardo’s did! Even if it’s half a day with your team and some limited research with some key stakeholders, all your future creative work will be much better informed and you’ll be certain to take away a lot of value from the process.
Having an inclusive approach to your strategy ensures the brand reflects the true needs and experiences of those it serves. For your charity, consider conducting workshops or surveys to gather input from your community. This not only builds trust but also ensures the new identity resonates deeply with the people that matter most!
Co-create with Beneficiaries
The children in Barnardo’s network contributed to the design process, making it personal and authentic.
While we often want to keep a tight grip on something as important as the brand style and logo, getting your audience involved in the creative process can be rewarding and genuinely improve the process.
You should see the creative studio or external agency assisting with your rebrand as a gifted chef who will always construct the final dish - but sourcing ingredients from a variety of people and places will always result in a better meal.
Think about ways to involve your beneficiaries in your rebranding. This could be through collaborative art projects, storytelling sessions, or digital platforms where they can share their ideas.
Bara studio has developed a unique framework for using the Lego Serious Play method to engage stakeholders as part of the rebrand process - including C-Suite executives and school children!
Refresh Visual and Verbal Identity
Barnardo’s new visual identity is vibrant and adaptable, while their verbal identity now speaks directly to children and young people without alienating their adult audience.
Your charity can benefit from a similar dual approach: develop a fresh, flexible visual style and a tone of voice that speaks directly to your key audiences.
This might involve creating a custom typeface, modernising your logo, or updating your brand colours to reflect your mission and values.
The main thing here is to put your audience at the front of your mind - that means no more choosing colours ‘because you like them’. Everything from type, imagery and styles should have the audience and your mission in mind.
Align with Current Realities
Barnardo’s new campaign addresses the silent struggles children face today, such as poverty and mental health issues.
Instead of shying away and blending in, they’ve developed key messaging around the issues which matter the most to them.
Your rebranding should also address current issues and realities faced by your beneficiaries. You could consider marketing and messaging workshops, and then using your platform to raise awareness and foster empathy, ensuring your brand remains relevant and impactful.
Consistent and Adaptable Messaging
Barnardo’s new identity will be visible across all touchpoints, from social media to store tags.
This means their brand has a wide array of one-liners, creative assets and styles which can be applied digitally and physically.
Having comprehensive brand guidelines will help the brand to be launched successfully. Guidelines should include suggested applications, as well as the skills and templates to create new campaigns and creative work,
This unified approach strengthens brand recognition and trust, bringing your current audience along on the journey. You’ll also have confidence to adapt your messaging to suit different contexts – from upbeat social media posts to more serious communications when necessary.
Highlight Your Unique Value
Barnardo’s new strategy line, ‘Feel like you belong’, encapsulates their mission in a relatable way.
This succinct summary would have been the result of much thought, discussion and research - you can’t rush your way to a brilliant one-liner.
We’ve always been big believers that your messaging is arguably the most important asset you have! By putting in the time to refine this, you’ll have something you can confidently share which connects to your audience at the same time as separating you from comparators.
Craft a compelling tagline that encapsulates your charity’s unique value. This should be a phrase that resonates with both your current supporters and those unfamiliar with your work, inviting them to connect with your cause.
By following these steps, your charity can create a meaningful and effective rebrand that truly resonates with your audience and amplifies your impact. Remember, the key is to stay authentic, inclusive, and adaptable.
Interested in a rebrand?
Schedule a free creative consultation to find out how we can help.
