Naming and branding strategy and launch arrangements
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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

Naming and Branding Strategy and ‘Launch’ Arrangements

Chris Lines

Director of Communications


Presentation

Presentation

  • Naming and Branding

    • Organisation

    • ‘Divisional’

    • ‘Service’

  • Logo and guidelines

  • ‘Launch’ and change arrangements


Development process

Development Process

  • Focus Group

  • Stakeholder discussions

  • Other discussions

  • Interim Senior Management Team

  • Board decision


Background

Background

  • Public Health Wales / Iechyd Cyhoeddus Cymru

  • Restructuring aimed to improve clarity

  • Multitude of public health names and brands


Layers of identity

Layers of Identity

  • Public Sector

  • NHS Wales

  • Public Health Wales

  • ‘Divisions’

  • ‘Services’

  • Sub-teams of ‘Services’

  • Individual and Professional


Branding experience

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


Brand

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


Naming and branding strategy and launch arrangements

Aims

  • Promote understanding of the purpose and values of Public Health Wales

  • Help target audiences understand each and all of its services


Target audiences

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


Purpose

Purpose

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


Values

Values

  • Putting people, their health, wellbeing and safety above all things

  • Maintaining consistently high standards of service

  • All services being given equal prominence


Values 2

Values (2)

  • Open and transparent governance

  • Compliance with highest standards of probity

  • Strong commitment to partnership working

  • Valuing staff


Describing public health wales

High quality

NHS

All Wales

Independent

Effective

Equitable

Engaging

Dynamic

Improving health

Proactive

Authoritative

Relevant

Knowledgeable

Describing Public Health Wales


Unaffected brands

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


Strategy

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


Strategy 2

Strategy (2)

  • Welsh before English

  • Clarify use of Organisation, Divisions and Services


New logo

New Logo


Dropped names

Dropped names

  • National Public Health Service for Wales (NPHS)

  • Wales Centre for Health

  • Screening Services Wales


Dropped brands

Dropped brands


Retained brands

Retained brands


New brand

New brand


Divisions and services

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


Change arrangements

Change arrangements

  • Change by 1 February

  • Templates for stationery

  • Document templates

  • Corporate identity guidelines

    • Verdana typeface

    • Pantone 534 (Blue)

    • Pantone 465 (Gold)


Change arrangements1

Change arrangements

  • Briefings of administrative staff

  • Email signature guidance

  • Signage

  • Communication with stakeholders


Templates

Templates


New communications

New communications

  • New intranet site

  • Public Health Wales Staff e-Bulletin

  • Public Health Wales News

  • Pawb


Six things to do

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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