Out & Equal: Powerful Branding Concepts Workshop. Chubb Group of Insurance Companies

Transcription

1 Out & Equal: Powerful Branding Concepts Workshop Chubb Group of Insurance Companies

2 Agenda What is a Brand Why Branding Matters Evaluating Your Group s Brand Developing a Branding Strategy Implementing a Branding Initiative: Two Case Studies

3 What is a Brand A brand is the perception people form about your organization based on their experience with any one or combination of the following: Logo and Organization Name Websites Brochures & promotional items s & letters Interaction with Members Presentations External sources of information (awards, press, etc.) And more

4 Why Branding Matters The more planning you put into your brand then the smaller the gap in how your organization is perceived and how you would like it to be perceived. Also, the more consistently you manage your brand, the stronger it will be. Having a clear brand is particularly important to LGBTQIA-focused groups because it leads to: Greater engagement within membership, by reinforcing the mission Improved recruiting of new members and ally organizations Positively contributes to the brand of your larger organization Greater support within a corporation, which might equal more funding, more exposure, or more access to key decision makers

5 Why Approaches Differ Whether branding for the first time or re-branding, each company can and probably should approach this differently. Consider the goals and priorities of the branding initiative Consider the corporate culture within which you operate Consider your membership We ll give you two examples to consider.

6 Chubb ERG Rebranding Case Study The Chubb Group of Insurance Companies Christie Alderman, VP, Chubb Insurance

7 Evaluating Your Group s Brand Founded in 1882, Chubb is the 14 th largest insurer in the world. Chubb s LGBTQQIA employee resource group, previously called GLEN, traces back to % HCR s Corporate Equality Index since 2004 Numerous awards from The Advocate, Diversity Inc., Garden State Equality, Empire State Pride Agenda, etc. Strong internal support

8 Evaluating Your Group s Brand But in 2014, we asked: Does our brand resonate with our target audience or does it potentially alienate them? Does our brand convey the key attributes we wanted to emphasize? Do our brochures, websites, etc. clearly convey what benefits someone could get from joining? Does our brand clearly reflect our organization s current mission (examples: political advocacy, business development)?

9 Developing a Branding Strategy Chubb started with the fundamentals: Where are we going? = Vision Statement How do we get there? = Mission Statement What do we stand most strongly for? = Brand Values What is the single most important thing we want to convey?

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11 Developing a Branding Strategy We wanted to transparently engage our members in the branding process because we felt engagement was just as important as the outcome. Things we considered: Flexibility of our corporate brand framework The health of our membership relationships The ability to define who will make the ultimate decision

12 Implementing a Brand Strategy Our process included: Board conducted member interviews to gauge interest/ need Board revised mission statement and announced timeline/ plan for specific employee engagement exercises, brand development, and launch. Members engaged in online conversation about new name, to comment on possible logos, to review drafts of new brochures. Data used to inform board decisions. Corporate sponsor & corporate communications involved at key decision points, reviewed all communication drafts, and given time lines. Time line= 10 months

13 Implementing a Branding Strategy All of these areas were considered as a whole. Does the logo visually represent the mission? Are the images used professional and similar in style? Do they align with the color palette used in the logo? Does the tone of any written material align with our brand pyramid? Are we creating a consistent, quality experience? Are we address the interest of LGBTQQIA employees, allies, prospective employees, customers (B2C), and agents/vendors (B2B)?

14 Colors, Typography, Logos, Imagery Don t stretch or alter Don t change the colors Don t place on a background that limits ability to be seen Don t place in a box by itself Don t lock up with other Chubb logos without Corporate help

15 Internal Applications

16 External Applications

17 Challenges & Successes Challenges we saw in the process: It takes some time and a lot of communication to get everyone comfortable Portions of the wider organization may not be supportive unless they feel like they have significant control of the outcome. Be sure to build opportunities to include them.

18 Challenges & Successes But we also realized some terrific success. 1,736 web views and 140 comments on branding Daily website activity went from an average of under 50 to 214 views Event participation increased Also, sets the stage nicely for pending merger.

19 J&J ERG Re-Branding Case Study Paul Scoggins, Open & Out Enterprise Co-Chair

20 J&J LGBTQ Employee Resource Group Mission Vision: Make J&J the employer and Healthcare Company of choice for the LGBTQ community Mission: To Achieve Our Vision, We Will Partner with Our Colleagues, Focusing on PEOPLE COMMUNITY MARKET CREATE AN INCLUSIVE ENVIRONMENT THAT ENABLES ALL EMPLOYEES TO BE THEIR BEST SELVES MAKE A DIFFERENCE IN OUR COMMUNITIES, WITH A FOCUS ON LGBTQ YOUTH DELIVER PRODUCTS & SERVICES THAT BETTER MEET THE NEEDS OF LGBTQ PEOPLE RECRUIT & RETAIN LGBTQ MEANINGFUL PROGRAMMING ENSURE EQUAL BENEFITS & OPPORTUNITIES FOR ALL LGBTQ POLICY & ADVOCACY POSITIVELY IMPACT LGBTQ YOUTH THROUGH STRONGER COMMUNITY PARTNERSHIPS INCREASE AWARENESS AMONG LGBTQ MARKETPLACE SUPPORT OUR BRANDS PROMOTE SUPPLIER DIVERSITY THROUGH USE OF LGBTQ- OWNED VENDORS

21 Situation Assessment: Case for Change GLOBAL name not telegraphic Confusing Not inclusive of LGBTQIA community or straight ally members 21

22 Re-Branding Process Align re-branding brief with key stakeholders Brainstorm new names with ERG membership and design group Name evaluation and trademark screening Review lead candidates with key stakeholders Select final name Design team creates new visual identity Create communications and visual assets Re-branding launch Total time: 4 months 22

23 Re-Branding Brief Brand Equity: Name should reflect our ERG s commitment to grow a culture of inclusion and acceptance for all individuals at J&J Desired Messaging: Name should telegraph inclusion for ALL members of the LGBTQIA and Straight Ally community Tone of Voice: Name should be contemporary and positive Desired Consumer Reaction: This is a group that celebrates diversity and inclusion and I want to be associated with that (Employee) J&J is a company where all employees, including LGBTQ are valued and I want to work there. (External non-employee reaction) J&J is truly a leader/front runner in the diversity & inclusion space and I want to benchmark that. (Peer company or non-profit reaction) 23

24 Evaluating Potential Names Inclusive ARCH Allies, Resources, Community and Humanity Open&Out Alliance OutRight & Out Pride+ Out = In Find Out Reach Out Open Circle Traditional LGBT Names jpride Prism Proud UP! United and Proud! Proud Together Forward Thinking LGBT Names LGBT Focused Trademark Searched Names

25 Profiling Top Name Candidates Open & Out Out Right Proud Together Clear call to Straight Allies and gives them a home. Feels like we could own over the long term. All Meet Design Brief Strong, proud, Declarative, positive Inclusive call to Straight Allies and others (Bi, Tran) gives them a home. Pros Definitive, proud Clever: Evokes Right side of history argument in recent rulings. Is positive, action oriented, collaborative Use of Out signals LGBT Use of Out signals LGBT Update on the word Pride. Leverages double O graphic prominently Leverages O graphic prominently Leverages O graphic prominently Clever: Nice play on Over and Out and mirrors J&J lock-up. Cons Not immediately telegraphic Maybe too much LGBT and not enough Straight Ally. Slightly dated with Pride association.

26 Creating a New Visual Identity

27 Visual Style Guide

28 Colors, Typography, Logos

29 PowerPoint Template

30 Banners, Signatures, Letterhead

31 Poster Artwork Templates

32 Websites, Digital Assets

33 Promotion Merchandise

34 Re-branding Launch Plan Teaser communications to ERG members and friends to build awareness and anticipation Staged official launch announcement to: 1. Office of D&I and Corporate stakeholders 2. Senior Management and Executive Sponsors 3. ERG Members and Friends 4. Other ERG s 5. External partners and stakeholders Articles on internal company intranet sites Tool kit of new logos and visual assets available for immediate download

35 Pre-seeding Launch with Teaser Campaign

36 Announcement Ad

37 Challenges & Successes Challenges Balancing the input of key stakeholders in selecting the final name Successes Seeding the case for change before launch Teaser campaign Having all the visual assets available day one 37

38 Questions