Hi everybody! It's my pleasure to join you today to share with you Muscular
Dystrophy Canada's brand reboot strategy. This is a project that was identified as
a critical component of our three-year strategic plan which was launched some
year-and-a-half ago and also important in keeping pace with other organizations
and ensuring that we are differentiated from those charities which we are
sometimes confused with. One of the questions I'm asked is "why a reboot?" and
"what is a reboot?" Well in fact a reboot is just digging back into previous
research conducted around our brand and creating a go forward strategy that is
not overly comprehensive and not overly expensive. In fact this project was led
internally by staff at no cost to the organization and also we were able to
secure pro bono services from a marketing firm that helped us along the
way. Really what we're trying to do here is
recognize that the organization has gone through significant change in the past
number of years and that we want Muscular Dystrophy Canada to reflect
that change. To be differentiated from other charities and to really magnify
what makes us unique and special and connected to the grassroots.
So just a quick review of the process that we undertook to kind of
contextualise the work that was done. One of the things we did look at certainly
was looking at our passed branding documents and processes that
were undertaken first in 2003 and then again in 2013 by external consultants. We
then defined our audiences and segmented them psychographically and that just
means by similar needs and wants that the organization has to deliver against
and I will speak to that in a couple of slides. We looked at other organizations
in the allied health charity space so organizations like Heart and Stroke,
Diabetes Canada, Canadian Cancer Society, etc. to look at what they were doing, how
they were refreshing their brands and moving forward. We looked at what we
consider to be our competitor space and I use that term as a friendly
competitors so those would be other neuromuscular disorder charities
throughout Canada and we looked at how they were kind of positioning themselves
and speaking about themselves to ensure that we were, again, capturing what is
unique about Muscular Dystrophy Canada. We conducted many stakeholder interviews
to solicit feedback, we reviewed past written testimonials that came to us in
many forms including past surveys and hub assessments and the work we did
consulting around the current strategic plan. As well as I mentioned those
reports from 2003 and 2013 and we used all of this information to start to
really hear from our stakeholders about what it is that they think and feel
about Muscular Dystrophy Canada from that we collected the information and we
tested it internally with our staff to make sure it seemed to resonate with
them. In the late summer we launched an internal internal tag
line competition and we selected what we believe to be the top three tag lines
for external testing which we also did in the late summer. And we
actually had great engagement online, we had over 250 people vote for the top
tagline and there was a clear winner by a significant margin which I'm again I
will share with you. We built out our visual identity and our new mood board
and a mood board is just use of color and logo and tagline and language. And
then we defined our personality and voice. All of which I'm going to share
with you as part of this presentation. So next it's really important for us to
just get a common understanding of what a brand is or how why we talk about a
brand and it's really about how the customer or stakeholders or clients in
this particular instance think about the organization and interact with either
the products and services so such as our Personal Empowerment Program, Systems
Navigation, the Equipment Program. It's really about how people think about Muscular
Dystrophy Canada, not how internally we think about ourselves. So next was really
defining our audience as our audiences and they're multi-stakeholder audiences
so obviously at the bottom you have Muscular Dystrophy Canada the
organization which is the underpinning that brings all of the different
stakeholders together. We have people with a neuromuscular disorder who
require specific pieces of information or interacting with us for a particular
purpose, we have family members, caregivers, firefighters, who are all
important stakeholder groups, health care professionals and researchers. And we
define these as our internal stakeholders and they also actually make
up the majority of our donors and our volunteers and we know that people can
move from one group to the next. You're not just a family member, you may be a
family member and a firefighter, you may be a family member and a health care
provider, so that you can cross over each of these stakeholder groups and then
kind of what we call the above the line or the external stakeholders would be
those that if we are properly representing our internal stakeholders
will find credibility in the work that we do. So things like
our external partners, government and policy makers, industry professionals and
the media. So the next thing we did as I already mentioned, is we started to pull
out and look at the research and look at the testimonials and how people were
speaking about us or about their experiences. And we started to pull out
those words that were common amongst all of the different stakeholder groups. So
this is a sample of those that are living with a neuromuscular disorder and
I would confirm a very small sample of what we review just to give you a bit of
a taste and you can see the words highlighted in red are those words that
we're seeing as repetitive. So for example, from a 16 year old client, "My
neuromuscular disorder does not define me. I have goals and dreams to fulfill.
I need help though. Not just a referral but a helping hand along my journey."
You can see from Jason's quote, another client, that we see words like
"Connecting with others who have similar experiences or faced similar challenges
has been very helpful and inspiring for me. I hope others who are facing a new
diagnosis or a struggling will reach out to those to these communities for
support and friendship." So down the right-hand side of the slide we started
collecting what we consider these key words: connecting, helpful, inspiring
communities, support, friendship, pushing, solution, belief. Then we moved on to our
next stakeholder group which was our family member group or caregiver
group. And again you can see some words repeating and you can see some new words
so words like inspired, persevere, rewarding, support, motivation, breathe,
hope or hopeful, forward, help. And then we move on to another stakeholder group
which is allied health care professionals and researchers and if we
look to what Dr. Korngut says who is a leading neurologist, researcher, clinician
and a member of the Board of Directors of Muscular Dystrophy Canada, he says "I
am continually inspired by all the staff and volunteers at Muscular Dystrophy
Canada who are so extremely passionate and focused on contributing
to and improving the lives of individuals and families affected by
neuromuscular disease. To me, each moment with Muscular Dystrophy Canada is so
energizing and rewarding that I'm continuously motivated to contribute as
much as I can." What a wonderful thing for Dr. Korngut to say. So again you see
we've collected all of the words that we saw in all of the testimonials and
stakeholder interviews that we did and we've collected them down the right-hand
side of the slide. Firefighters, again a very small sampling of the work that we
did, and we hear words like we hear words like joy, dedication, cure, fight
challenge. And our volunteers hope, help, cure, united, community, support, impact,
excited, future. So I think maybe you're starting to see some repetition and we
certainly saw lots of repetition in these words that we started to collate
into groups. Which I'm going to speak about in a moment.
And finally, our donors, why do they give to us because they are truly with our
volunteers those that fuel our mission and their words were: hopeful, cure,
involved, community, and help. So the next thing I want to do is really
contextualize what we did next which is, to start to build out a brand promise
and a brand promise is really kind of the underpinning of how you build a
brand for an organization. It is really that guiding internal statement that we
will keep coming back to and ensuring that we are on target. So a brand promise
as defined by the marketing dictionary which is the source that all marketers
really refer to when doing their work is "A brand promise is made by an
organization stating what a customer or client can expect from their product or
services." In this case, from the organization as a whole.
It is the most important aspect of a brand, it represents the uniqueness of
the brand and that is what customers remember. It builds expectations in the
minds of the customers and I would also counter, in the minds of those that are
delivering the programs and services, so our staff and volunteers. Through the
deliverables and promises and increases the desire for that product or service
or increases the emotional connection with the organization as a whole. So just
to again provide some further context and clarity, the next thing we did was
really provide some sample brand promises so that everyone could have a
common understanding. And we picked three pretty remarkably well-known and strong
brands. The first one is Nike and when we think of Nike, we typically think of 'Just
Do It' which is their slogan not their brand promise. Their brand promise in
fact is "To bring inspiration and innovation to every athlete in the world."
And they actually define athlete is as if you have a body then you're an athlete.
And it can look like and feel like and actualize in many different forms.
Starbucks another very well-known company, their brand promise is "To
inspire and nurture the human spirit - one person, one cup, and one neighborhood
at a time." And Coca-Cola "To refresh the world... To inspire moments of optimism and
uplift... To create value and make a difference." So with that in mind, the next
thing that we did is we took all of those words that we captured and saw
repeated throughout all of our interviews and a review of all of our
literature, we started taking all of those key words and grouping them into
like-minded categories. And tried to define or pull together a word that would
represent that category. So the first category on your left-hand side of the
slide are the words inspired, rewarding, determination, commitment, passionate,
motivated, joy, excited, energized. And those words really are an expression of
being passionate or having passion. The group in the middle: involved, community,
family, friendship, connecting, support, united, involve speak to this sense of
togetherness, it's what connects us and unites us as a group. And then finally on
the right hand side are what we consider to be our stronger more action driven
words: cure, solution, journey, pushing, forward, fight, future, focused
and believe. And we felt that those were a really strong representation of the
word hope. So from there, we then undertook to write our brand promise for
Muscular Dystrophy Canada which is "By bringing people together who share a
common cause, we create a passionate and caring community rooted in the desire to
support and help each other and bring hope for a cure and a future that is
free from neuromuscular disorders. And so the next thing we did was how do we
express that in a logo. And this is Muscular Dystrophy Canada's new logo. It
really builds off the puzzle pieces that were our last logo and also reflects the
unique spirit of each of those of us that are involved in Muscular Dystrophy
Canada. It reflects a clear sense of individuality as opposed to a
replication of individuals. For example, we know that each of our clients has a
very very unique journey through a neuromuscular disorder and therefore we
wanted that uniqueness to be at the forefront of who we are as an
organization underpinning the fact that we will meet each and every one of those
in our Muscular Dystrophy Canada when and where they need us on their journey.
You can also see that while it looks like an individual it also incorporates
down the left hand side Muscular Dystrophy Canada's
initials and up the right-hand side the exact reflection in French, dystrophie
musculaire Canada. And so it is a fully bilingual logo, it will always be
presented in this form with both of the official languages represented. You can
also see the bottom here there's a unique treatment if we look at this we
can see almost a head and arms flexed in a power symbol which is
actually the recognized symbol for empowerment. But if you look at it a
different way it also can be a reflection of the boots of a firefighter
so again reflecting that long and important tradition that we have with
the firefighters across this country. Our new tagline is "Ignited by passion,
fueled by hope". And here it is in both the official languages. The tagline is
really brave and bold, its future focused and really again, connects into that
firefighter history and actually the four power words in this tagline in
English are actually defined by the dictionary as ignite means to catch fire,
passion is an intense or driving feeling, fueled means a source of sustenance or
an incentive, and hope is to want something to be true or to happen, to
cherish or desire with anticipation. And then you can see the different
treatments of how our logo and our tagline will be used and our new color
palette. So we're moving to an orange red, a teal and grey. And actually
the psychology of study, the psychology of color is a very well
studied and much understood field and in the marketing world with the
understanding that colors actually create an emotional response in the
brain. And so we chose these colors particularly because of what they
represent. So the color red represents and evokes a
sense of power, passion, energy, strength and love. Teal represents and evokes
communication, calmness, inspiration, self-expression and healing. And grey
evokes timelessness, reliability, balance, intelligence, and steadfastness. Again I
think all of those words pull back into what we heard from our different
stakeholder groups as to who they see us and how they wish us to be represented.
So here's a sample treatment of how we will now begin to pull all of the
different sub brands or campaigns in under what we consider the mother brand
for Muscular Dystrophy Canada. This is our Wheelchair Dare which is a third
party fundraising event, used particularly by corporate Canada. It has
been in existence for about ten years but has kind of been given some new life.
So you can see the use of the teal and the red and the gray, a very motion
filled wheelchair on the end here plus the exclamation mark which kind of evokes
again that sense of excitement and movement. The tagline is "Come on, We dare
you." And the dare is really, dare to spend the day in a wheelchair to begin to
experience some of the challenges around accessibility and to create a space in a
workplace for a dialogue about how to create an accessible place and how to
create an accessible culture within not only a workplace but obviously consider
how we can create a more accessible culture in our entire country. So we
do have many companies, new companies, that have joined on this year to
undertake the Wheelchair Dare and we have set a target for this year of
raising $50,000 in Wheelchair Dare and we are about 50% to our target. So some
pretty good pick up on the Wheelchair Dare. And this is a new sample language
or sample voice you will start to hear the tone of which we speak and we write
change significantly. So just I will read through this for you, "Each and every day
we are inspired by the people we meet and the stories we hear. Stories of
commitment, courage, determination and caring." and in fact those four words
commitment, courage, determination and caring, are actually our corporate values
that Muscular Dystrophy Canada set many many years ago so we've embedded them
right into the sample language. "Stories that encourage us and ignite our passion
to work harder ensuring we can deliver on our promise: to support all Canadians
impacted and affected by a neuromuscular disorder. Stories of clients who push
past the obstacles of pain to thrive and inspire others, volunteers who won't stop
until their hope of a cure is reality, firefighters who dedicate themselves to
fighting alongside clients, and donors whose passion for change ignites us all.
By bringing people together who share a common cause, we create a passionate and
caring community rooted in the desire to support and help each other and bring
hope for a cure and a future that is free from neuromuscular disorders. At
Muscular Dystrophy Canada we are more than an organization serving clients, we
are a family. And we are strongest when we work together." So finally I'd like to
share with you a little video that we've put together, a little teaser video, to
help us launch our new brand.
So finally I'll just briefly speak to some next steps and then invite you to
forward to me any of your questions or concerns, I am also happy to make
arrangements to speak to any groups or organizations who would wish to have
this presentation in person. Always, always happy to reach out and share
additional information and discussion on this really exciting
project from Muscular Dystrophy Canada. So next steps really include the
slow move over to incorporating our brand throughout our materials and
throughout Muscular Dystrophy Canada as a whole, in doing so and in knowing that
this project was coming, we have been able to kind of draw down on our
existing inventories to make sure that there's not a lot of inventory left on
hand. And so as we reach the end of our materials we will replace the materials
with the new branded Muscular Dystrophy Canada. We will also be rebranding some
of our campaigns going forward and we'll work with each of the stakeholder groups
to ensure that you have the necessary materials and that we work with you to
make sure that any existing materials are either disposed of or used before we
take those next steps forward. So I thank all of you who participated in
providing us feedback in moving us through this year plus long undertaking.
I am thrilled on the outcome of the work that all of us at Muscular Dystrophy
Canada have done together and I'm happy to share that the Board of Directors
unanimously supported this the rollout of this brand going forward and I look
forward to working with each of you to push it even
further and help us advance our collective mission. Thank you everyone
and have a wonderful day!
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