CLIC Sargent is the UK’s leading children’s cancer charity, offering all round care and support to children and young people with cancer and leukaemia and their families, every step of the way.
Ideally ...
CLIC Sargent wanted to find a clear branding direction that would unite the organisation around a proposition and core messages and make fundraising easier, three years after the merger between CLIC and Sargent Cancer Care.
Director of Communications and Campaigning, Sarah Talbot-Williams, asked Ideal to carry out a brand audit; run a process to establish a brand proposition and key messages; and carry out a full inquiry into the pros and cons of changing the charity’s name.
Getting on with the job ...
First things first, we got to know the brand – through its communications and people. We assessed existing key messages and brand signals, both visually and verbally. We interviewed several Trustees, most of the Senior Management Team and key operational staff. Within one month, we were able to make recommendations for future brand direction, in collaboration with the Communications Director, at a quarterly trustees meeting. The Trustees signed up to a full naming process, in parallel with brand proposition and key messaging work. The naming process involved two workshops with key stakeholders, legal trademark clearance. Finally, a selection of names, propositions and key messages was tested in public focus groups run by NFP Synergy.
A job well done ...
If it ain't broke, why fix it? After thorough research and an inclusive process that involved much of the organisation and its stakeholders, CLIC Sargent discovered and decided that there was too much equity in its name to justify changing it. It was a very liberating decision and led to a new approach to the way in which the charity presents itself to various audiences.
Sarah Talbot-Williams, CLIC Sargent Director of Communications and Campaigns, says:
“When charities have set a strategic direction, it’s not always easy for them to find concensus on branding. I needed an independent view from someone who knew their stuff. I realised I was asking Mark to step into a situation which called for some clear thinking and dogged determination. But I’d seen him do that years earlier in complex circumstances at Mencap. I wasn’t disappointed at CLIC Sargent. We kept our name and knew why. We found our brand proposition and key messages and put ourselves in a good position with major audiences, including key corporates.”
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