Validating the impact of a brand refresh

Challenge

A major international charity organization underwent a brand refresh initiative to support its 5-year strategic outlook. Research was required to assess the overall resonance and comprehension of each of the components of the brand refresh with the organization’s stakeholders.

Solution

An online survey was undertaken among the charity’s volunteers, Alumni, and donors. The study focused on the organization’s new tagline, mission statement, positioning statement and vision.

Outcome

The research outlined the strengths and opportunity areas in the communications elements of the brand refresh. This enabled the international charity to tweak and strengthen key brand elements before they launched.