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 can I get involved and give you my views?
A: Our marketing agency Jenko will be coordinating three Focus Groups at HERIB on the following dates:
Thursday 22nd June 1.00 – 2.30pm
Tuesday 27th June 1.00 – 2.30pm
Friday 30th June 9.30am – 11am
We encourage and welcome anyone to attend and are particularly keen to hear the views of people with a visual impairment who are not currently engaging with HERIB’s services.
If you would like to participate in any of these sessions, please contact our Marketing Manager, Angela Gregory on 01482 342297 or by email email@example.com to reserve your place as numbers are limited.
If you cannot attend one of the above Focus Groups, there will be an opportunity for you to complete an online survey. The link to this survey will be added to our website in due course.
If you are visually impaired and would like to complete a large print version of the survey, please contact Angela Gregory on 01482 342297 or by email firstname.lastname@example.org to request a paper copy.
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.
The consultation will close on 14th July and we hope that everyone will take the opportunity to have their say during this important process.