Our new brand strategy and values Barbara Beebee and Catherine Murray

Research to help evolve our brand Focus groups Employees Members Students External stakeholders Depth interviews Employees International members External stakeholders

Research findings – build on our strengths The organisation of the future: A blend of current strengths with a more forward-looking and outward-looking focus. Established, knowledgeable, solid, professionalism with integrity and trust. Outward-looking, energetic, innovative, inspiring and leading. Supportive, relevant and accessible. Forward-looking and modern but not losing the tradition and years of history of credibility.

Creating the brand right for us The brand strategy. Our brand is built from a handful of key ingredients: Our values (and how we do what we do every day to bring those values alive) Our personality Our tone of voice

Our values They drive our decisions, form our beliefs and unite us as one organisation with a common way of doing things. Our brand values should be used as a guide for anyone representing the organisation – staff or volunteers. Community Integrity Progress

Community We are: Building relationships and communities by listening and giving people a clear voice.   By being: Inclusive Accessible Collaborative

Community Integrity We are: We are: Building relationships and communities by listening and giving people a clear voice.   By being: Inclusive Accessible Collaborative Integrity We are: Doing the right thing for the organisation, our members, the profession and the public interest.   By being: Honest Accountable Professional

Community Integrity Progress We are: Building relationships and communities by listening and giving people a clear voice.   By being: Inclusive Accessible Collaborative Integrity We are: Doing the right thing for the organisation, our members, the profession and the public interest.    By being: Honest Accountable Professional   Progress We are: Developing the future of the profession together.    By being: Relevant Supportive Purposeful

Community Integrity Progress We are: We are: We are: Building relationships and communities by listening and giving people a clear voice.    By being: Inclusive Accessible Collaborative Integrity We are: Doing the right thing for the organisation, our members, the profession and the public interest.    By being: Honest Accountable Professional   Progress We are: Developing the future of the profession together.   By being: Relevant Supportive Purposeful

Embedding the values with volunteers What is happening so far? A video message from Philip to all members on 29 April introducing the new brand and its importance to the IFoA, sent via email. Debbie Atkins and Jill Chipchase are working on an induction pack for all volunteers Other ideas from some of the PECs: Regular agenda item at Committee meetings – gap analysis (where we are, where we need to be); what can we do to incorporate values into our volunteer roles for the IFoA Include in training, such as presentation training 18 November 2018

Our personality How we express ourselves. Our personality is built from a limited set of attributes that connect us with our audiences. It should be unique, authentic and consistent whenever anyone comes into contact with our brand: Classic with a modern twist Stylish with substance

The visual identity

The logo

The primary colour palette Dark Blue Gold Mid blue Light Grey Pantone 540 Pantone 124 Pantone 7459 Pantone 420 Tints Tints Tints Tints 75% 50% 25% 75% 50% 25% 75% 50% 25% 75% 50% 25%

The secondary colour palette Pea Green Forest Green Bottle green Cyan Light Blue Pantone 373 Pantone 348 Pantone 3275 Pantone 313 Pantone 2951 Orange Red Fuscia Purple Violet Pantone 021 Pantone 200 Pantone 212 Pantone 258 Pantone 2655

Charts and tables Column title Cell data

Document samples A4 brochure

Document samples A4 Word document cover templates

Website

Newsletter

18 November 2018

Questions Comments For further information about the brand and values, please contact your Community Manager.