HERIB Brand Review
Come along and have your say
HERIB is linking up with local marketing agency Jenko to undertake a review of the charity’s existing name and branding.
Q: Why is HERIB considering changing its name/brand?
A: We are undertaking this review because:
We want to reach out to more people, whatever their degree of visual impairment, because we believe no one should have to deal with sight loss alone and un-supported.
Many people have told us that sight loss is a more inclusive term than blind and we want to broaden the appeal of our services so that in future more people will benefit.
We also want to differentiate ourselves from other national organisations with a similar name so that we can attract the funding and partnerships necessary to safeguard and expand our services for the benefit of everyone who needs them.
Since our formation in 1864, the charity has been through many changes and we are extremely proud of our long history of providing support to local people with visual impairment. By reviewing our brand and our existing name we are seeking to present the charity in a way that is more appropriate for the modern day.
Rest assured, whether or not our name changes as a result of these consultations, the work we do will stay the same.
Q: How does HERIB’s current name make it difficult to reach people and attract funding?
A: Our name Hull and East Riding Institute for the Blind is very long and so was abbreviated to HERIB some years ago, however this causes problems on a daily basis because:
1) When abbreviated to HERIB our name is meaningless to those who do not know what we do and/or who do not know what the letters stand for.
2) HERIB shares three out of five letters with a well-known national sight loss charity which frequently leads to confusion for potential new beneficiaries of our services, as well as supporters, funders and partners.
3) There is a risk that we may lose valuable income as a result of this confusion in particular substantial legacies may go elsewhere, which means we lose money that we could have used to enhance and develop services for visually impaired people in Hull and East Yorkshire.
Q: How is HERIB going to decide on a new name/brand?
A: First of all, we should point out that no final decision has yet been made to change our name or branding. This will depend upon the findings of our research over the coming months.
We will be working with experienced local marketing agency Jenko to consult our members, supporters, staff, volunteers and the wider public about HERIB’s brand and only once this first phase of research has been complete, will HERIB’s Board of Management decide whether to follow through with a rebrand.
Q: How have people been able to get involved and give us their views?
A: Our marketing agency Jenko coordinated two Focus Groups at HERIB in July as well as undertaking a survey of patients at Hull Royal Infirmary Eye Hospital and online survey.
Both visually impaired and sighted people from were encouraged to participate in these consultations through our Insight magazine, website, E-newsletters and social media.
We would like to thank everyone who took part in this consultation process. The results are now being analysed and the findings will be presented to HERIB’s Board of Management on 1st August 2017.
Q: Who will choose the new name and visual identity?
A: Our marketing agency Jenko will suggest any new name or identity based on a second phase of consultation events to hear first-hand the views of our members, supporters and the public before a final decision is made by our Board of Management (which includes visually impaired people)
Q: How much will this review cost?
A: Every effort has been made to keep costs of the consultation to a minimum and so the total cost will be less than 1% of our annual income* (based on annual income for year ending 31.03.16).
We believe that this is a modest investment to review something as critical as the charity’s brand which could enable us to stand out from the crowd and attract the funding which will safeguard our services for the future as well as ensuring that our services are proactively promoted to people with all levels of sight loss.