Danielle Wootton, head of marketing, Scope Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Danielle Wootton,
Head of Marketing
Creating and activating
Scope’s brand story

2. What we’ll cover today
• Why we rebranded
• How we developed and brought our story to life through the four stages of brand
redevelopment;
• Discover
- brand archetypes
• Define
- brand strategy and story
• Design
- visual identity and tone of voice
• Deliver
- campaign and content

5. Inclusive brand development process
Discover Define Design Deliver
Brand DNA workshop
Brand steering group
Project briefing
Primary research
Secondary research
Market analysis
Stakeholder interviews
Discovery debrief
Brand hypotheses
Vision, mission, values
Brand story
Name and strapline
Mood boards
Audience research
Refinement of strategy
Brand architecture
Accessibility workshops
Collaborative design
sprint
Visual identity
Tone of voice
Creative presentation.
Brand guidelines
Training
Brand activation
- Inside and out.

6. Discover
What is Scope’s brand DNA?

8. What
Information/advice
Research/prevention
Campaigning Support/care

9. What: Opportunities to differentiate via focus on social
change
Information/advice
Research/prevention
Campaigning Support/care

10. What: Opportunities to differentiate via focus on social
change
Information/advice
Research/prevention
Campaigning Support/care

11. How
Contemporary, campaigning,
ambitious, entertaining
celebratory, innovative
creative
Traditional, caring,
personal, collaborative,
positive, challenging

12. How: Opportunities to differentiate via tone and personality
Contemporary, campaigning, ambitious,
entertaining celebratory, innovative creative
Traditional, caring,
personal, collaborative,
positive, challenging

13. How:
Opportunities to differentiate via tone and personality
Contemporary, campaigning, ambitious,
entertaining celebratory, innovative creative
Traditional, caring,
personal, collaborative,
positive, challenging

14. Challenger brands
Feisty
Underdog
Irreverent
Maverick
Visionary
Game
Changer
Real and
Human
Challenger
Enlightened
Zagger
Missionary
Next
Generation
People’s
Champion
Democratiser

15. The People’s Champion
The People’s Champion makes a very specific
claim: that it is standing up for the consumer,
who has been exploited by the players in the
category so far.
The characters that are revered and honoured
as a People’s Champion can’t simply claim this
status for themselves, they have to earn it.
As with all Challenger strategy and
positioning, it is action, not image that
counts.

16. The Game Changer
The Challenger Brand that sets out to become
a Game Changer isn’t simply setting out to
challenge category convention (like the
Enlightened Zagger or the Irreverent
Maverick) but to go further.
They present us with products or services that
not only change how we think about the
category, but go as far as to change the way
we live our lives altogether.

17. Define
What story do we want to tell?

18. The hypotheses
The Game Changer vs. The People’s Champion

19. Both brand stories delivered excellent
impressions at a top down level
There were marginally higher scores for Gamechanger
QA/B9. Please now think about this story, and how it makes you feel about the charity involved, how strongly did
the story convey each of the following statements?
93% 91%
84% 84% 84% 83% 83% 81%
74%
91% 90%
81% 81% 84% 81%
85% 84%
73%
This charity makes
you realise that
disabled people
face unequal
challenges
This charity is there
to empower every
disabled person in
Britain
This charity is
changing the
attitudes of society
This charity makes
you feel like doing
whatever you can to
build a fairer society
This charity makes
you feel like doing
whatever you can to
end disability
inequality
This charity is able
to bring about
change
This charity makes
you feel positive
about the future
This charity makes
you feel confident
that you could turn
to them for help if
needed
This charity makes
you feel eager to
get involved
Route A: The Game Changer Route B: The People's Champion

20. Gamechanger performed strongly
amongst potential customers
Gamechanger lagged on making supporters feel that disabled people
face unequal challenges
QA/B9. Please now think about this story, and how it makes you feel about the charity involved, how strongly did the story convey each of the following statements?
67%
56%
42%
50% 49%
46%
40%
49%
39%
64%
49%
34%
39%
36% 36% 36% 38%
28%
44%
48%
35% 35% 33% 32%
38%
41%
24%
This charity makes
you realise that
disabled people
face unequal
challenges
This charity is there
to empower every
disabled person in
Britain
This charity is
changing the
attitudes of society
This charity makes
you feel like doing
whatever you can to
build a fairer society
This charity makes
you feel like doing
whatever you can to
end disability
inequality
This charity is able
to bring about
change
This charity makes
you feel positive
about the future
This charity makes
you feel confident
that you could turn
to them for help if
needed
This charity makes
you feel eager to
get involved
Customers Connected Supporters

21. The People’s Champion had much flatter impressions
profile across audiences, suggesting broader appeal
However it lagged slightly on making customers feel that it was able to
bring about change
52%
49%
35%
46% 45%
31%
42%
45%
32%
52%
48%
34% 35% 37% 35%
41% 40%
30%
52% 50%
35% 35% 36% 38% 36%
43%
27%
This charity makes
you realise that
disabled people
face unequal
challenges
This charity is there
to empower every
disabled person in
Britain
This charity is
changing the
attitudes of society
This charity makes
you feel like doing
whatever you can to
build a fairer society
This charity makes
you feel like doing
whatever you can to
end disability
inequality
This charity is able
to bring about
change
This charity makes
you feel positive
about the future
This charity makes
you feel confident
that you could turn
to them for help if
needed
This charity makes
you feel eager to
get involved
Customers Connected Supporters

22. We tested mood boards reflective
of the brand stories
Game Changer Mood Board People’s Champion Mood Board
17%
83%
Not WellWell 16%
84%
Not WellWell
QA/B10. How well do you think this mood board reflects the brand story you have just seen?

23. Testing results
Bringing it all together
• “Both routes are generating strong emotional response, are challenging people, are inspirational,
bold, and could be taken forward successfully.
• The comparisons enable us to see the tonal nuance from one to the other. The more front-foot,
POV, People’s Champion elicits a stronger emotional response, but can creep into being
unrealistic, where there’s a more honest solidity to Game Changer.
• There’s a question of comfort zone, and as a charity, I think there’s strength to challenging,
questioning, shocking (at times, and in appropriate ways), not just in ATL but in gaining
incremental PR.
• The tonality of Game Changer may sit better as brand fundamentals, and communication with
customers, where People’s Champion could be more external, impactful, ATL communications.”

24. Scope’s vision
(why we exist)
We won’t stop until we
achieve a society where all
disabled people enjoy equality and
fairness.
Scope’s Mission
(what we’ll do to achieve our vision)
We’re a strong community, of disabled and
non-disabled people, with a shared vision of
equality for disabled people.
We provide practical advice and emotional
support whenever people need it most.
We use our collective power to change
attitudes and end injustice. And campaign
relentlessly to create a fairer society.

25. Personality
We are Disability Gamechangers,
driven by the injustice and inequality
facing disabled
people every day. So we’ll all come
together, to overcome life’s
challenges, and use our collective
power to achieve equality for disabled
people.
Proposition
Let’s end disability inequality.

26. Scope’s values
Pioneering Connected Open Fair
We are ambitious and
determined to drive
change. We focus on the
impact we have. We
innovate and strive for
better, pushing ourselves
and our boundaries.
We connect and
collaborate internally and
externally, to create a
fairer society. We’ll listen
and share, tapping into
the expertise of others.
We are transparent about what
we do and how we do things.
Creating supportive, accessible
environments
– building trust with each other
and our customers
to achieve more.
We make sure everyone
has a fair chance. We value
and respect each other’s
expertise and
diversity. We take
responsibility for what we
do and support each other
to succeed.
Courageous
We are single minded in
our desire to achieve
equality. We are bold,
challenging the status
quo, ourselves and each
other. Not afraid to fail
fast and learn quickly.

27. There are over 13 million disabled people in the UK.
That’s one in five of us.
Life is harder when you’re disabled.
Twice as likely to be unemployed.
Getting care is a struggle.
The cost of living is higher.
It’s wrong.
So we’re coming together to create a fairer society.
And we won’t stop until we have everyday equality.
At home. At school. At work. In our communities.
We’ll provide support and advice at times of need.
To get the best start in life, to work, to be financially secure,
and to be independent.
Together we’ll challenge stigma and end the injustice.
Come join us to make it happen.
Let’s end disability in equality.
Today.
Scope’s brand story

28. Design
Bringing the brand story to life

32. Deliver
Activating our brand story

33. Brand campaign objectives
What were we trying to achieve
• Successfully launch Scope’s new brand and positioning of achieving
equality for disabled people.
• Demonstrate the need to work towards equality for disabled people
and align Scope with that vision.
• Redefine and reframe the narrative around the issues faced by
disabled people.
• Clearly establish Scope as a force for change in tackling these issues.

34. Aligning brand story and content
• Hero content
Purpose - build awareness with new audiences and land key brand messages e.g. ‘1 in 5’. Tone
was bold and impactful to achieve cut-through.
• Campaign content
Purpose – show the evidence base for the need to change things and establish Scope brand
relevance in 2018. Tone informative and educational.
• Storyteller content
Purpose - showcase the breadth of disabled people and their experiences but also the
commonality of issues they face and the need for action. Tone authentic and emotive to motivate
into action.
• Community-led content.
Purpose – demonstrate the variety of ways that disability equality can be achieved through what
the community (broad term!) is doing. Tone inclusive and empowering.

35. Storyteller content

36. Going forward
Things we’re working on right now
• Strategy, brand, audience – the holy triangle
• Internal brand and tone of voice guidance and training
• Belts and braces – boiler plates, email signatures etc..
And most importantly;
• Ensuring the brand story stays ‘live’

37. Practical things you could do
• Invest in a discover phase; understand your future direction from
senior leadership, listen to the front line, assess the market, look into
brand theory.
• Do a brand audit – if you have a brand story assess how well you’re
performing against it with a review of comms across departments?
• Ask the audience – commission some research, or delve into your
database to find out if your brand story is well understood.
Depending on where you are right now…

38. Thanks for listening
Any questions?

39. The power of human stories:
how to be an authentic storyteller
28 February 2019
London
#CharityStories

40. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk