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Naming and Branding Strategy and ‘Launch’ Arrangements

Naming and Branding Strategy and ‘Launch’ Arrangements. Chris Lines Director of Communications. Presentation. Naming and Branding Organisation ‘Divisional’ ‘Service’ Logo and guidelines ‘Launch’ and change arrangements. Development Process. Focus Group Stakeholder discussions

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Naming and Branding Strategy and ‘Launch’ Arrangements

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  1. Naming and Branding Strategy and ‘Launch’ Arrangements Chris Lines Director of Communications

  2. Presentation • Naming and Branding • Organisation • ‘Divisional’ • ‘Service’ • Logo and guidelines • ‘Launch’ and change arrangements

  3. Development Process • Focus Group • Stakeholder discussions • Other discussions • Interim Senior Management Team • Board decision

  4. Background • Public Health Wales / Iechyd Cyhoeddus Cymru • Restructuring aimed to improve clarity • Multitude of public health names and brands

  5. Layers of Identity • Public Sector • NHS Wales • Public Health Wales • ‘Divisions’ • ‘Services’ • Sub-teams of ‘Services’ • Individual and Professional

  6. Branding Experience • Ill disciplined application in NPHS • Teams often referred to without reference to (or understanding of existence of) NPHS • Staff embedded in LHBs and Trusts • Lack of visibility reflected in lack of understanding of NPHS services

  7. Brand • “A set of beliefs, values and perceptions that exist in the mind of your stakeholders about your organisation” • Should promote purpose and values • Integral to communications • Clear understanding of audiences

  8. Aims • Promote understanding of the purpose and values of Public Health Wales • Help target audiences understand each and all of its services

  9. Target Audiences • Named services have specific stakeholders • Some stakeholders have an interest in all services • Some services have specified target populations • Information for the public

  10. Purpose “To protect and improve the health and wellbeing of the population of Wales”

  11. Values • Putting people, their health, wellbeing and safety above all things • Maintaining consistently high standards of service • All services being given equal prominence

  12. Values (2) • Open and transparent governance • Compliance with highest standards of probity • Strong commitment to partnership working • Valuing staff

  13. High quality NHS All Wales Independent Effective Equitable Engaging Dynamic Improving health Proactive Authoritative Relevant Knowledgeable Describing Public Health Wales

  14. Unaffected Brands • 1000 Lives Campaign • All Wales Mental Health Promotion Network • All Wales Sexual Health Network • Physical Activity Network for Wales • Welsh Health Impact Assessment Unit

  15. Strategy • Simplify names and brands • Avoid acronyms • Distinguish services • Primary audience in NHS, WAG and local government • Specified public audiences • Associate independent brands with Public Health Wales

  16. Strategy (2) • Welsh before English • Clarify use of Organisation, Divisions and Services

  17. New Logo

  18. Dropped names • National Public Health Service for Wales (NPHS) • Wales Centre for Health • Screening Services Wales

  19. Dropped brands

  20. Retained brands

  21. New brand

  22. Divisions and Services • Divisions as names only subject to Public Health Wales branding • Screening Division of Public Health Wales • Health Protection Division of Public Health Wales • Services as names subject to Public Health Wales branding

  23. Change arrangements • Change by 1 February • Templates for stationery • Document templates • Corporate identity guidelines • Verdana typeface • Pantone 534 (Blue) • Pantone 465 (Gold)

  24. Change arrangements • Briefings of administrative staff • Email signature guidance • Signage • Communication with stakeholders

  25. Templates

  26. New communications • New intranet site • Public Health Wales Staff e-Bulletin • Public Health Wales News • Pawb

  27. Six things to do • Use the right organisational names • Change your email signature • Use new stationery • Use new document templates • Check signage • Brief your staff

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