Anyone who has ever been involved in a re-branding exercise will know that it is time-consuming and expensive.
At a time when housing funding cuts are threatened throughout West Sussex I would think that potentially effected organisations would be thinking twice about any unnecessary expenditure.
As we can see from WCHP’s (sorry, Turning Tides) twitter post their services could be threatened by these cuts.
What better time to re-brand? Personally I would consider it to an inappropriate use of funding at any time, unless secured expressly for this purpose. However, in the current financial climate I suggest that this is a gross misuse of funding that could have been used to actually help homeless people.
I would prefer it if WSCC gave my taxes to organisation who prioritise supporting those in need, rather than some new logo’s and stationary.
I have had no response from WCHP / Turning Tides with requests as to how much they spent on the re-branding, which leads me to assume that it’s something they feel they can’t justify? Or even a comment on how they could justify any expenditure that may impact homelessness provision at this time.
I do note that Sue Stevens “PR and fundraising manager, has been with the charity for more than 12 years.” hopes that is will “encourage potential clients to approach us” (Argus ). I would suggest that being homeless should be encouragement enough. However, I’m sure having a new logo will help.
I also feel that this is yet more justification to allow the public to make FOI (Freedom of Information) requests to Charities.
At the bottom of this post you’ll find a generic list of things that need to be considered when re-branding. And as WCHP are unwilling to disclose you can decide your own estimate.
Read about the re-branding here: WCHP re-brand (The Argus)
Read about proposed funding cuts: here here and here and dozens more if you google “WSCC funding cuts”
Accounts (Twitter, Facebook, Linkedin, YouTube)
Notify all your friends and followers
New email addresses
New email signatures
Launch email notifying customers
PowerPoint templates and presentations that are still in use
Word templates Brochures, flyers, education materials, other print
Trade show booth
Case studies, white papers, customer testimonials, etc.
TV and radio spots if applicable
Digital banner ads if applicable
Videos and product demos
Customer-facing training materials
Promotional items (pens, notepads, etc.)
Print and Collateral
Business cards, email signatures, and addresses
Letterhead, envelopes, labels, folders, coversheets
Telephone greetings and messages
Legal / Finance
On-page search engine optimization (SEO): Titles, Keywords, Meta Descriptions
Cross browser checks
Web feed (RSS) links
Update your listings in applicable online directories.
Send updated logo and name/descriptions to any partners, networks