CIPR: Brand development

Case Study

Client

CIPR

Type of Work

Define brand
Describe core purpose
Develop brand platform

Helping the CIPR define and develop their brand

The challenge

In 2014 we started working with the Chartered Institute of Public Relations (CIPR) – the professional organisation for people who work in public relations in the UK.

The CIPR is a traditional, established organisation. But when they first got in touch with us, they wanted to modernise and grow their profile. They wanted to boost their membership base and grow their reach.

To do this, they had decided to refresh their visual identity. But before this could happen, they needed to get to a deeper understanding of their brand – and their vision for the future.

What we did

When we started to explore the CIPR in more depth, we found that the organisation did a number of things very well. But it was trying to be all things to all people – and it was pulling in all directions.

This made it difficult to tell a consistent story. They needed to find the thing to hang their hat on. So we held workshops with the team to get to the crux of what they were all about – and what they wanted to be known for. We helped them to get to a single, core purpose and then developed a brand platform.

Results

Defining the brand has helped to define the direction the organisation is going in. The CIPR has become far more customer-focused – and is communicating much more consistently with both existing and potential members. 

And with a well-defined brand in place, they have a solid basis to use when they start work on their visual identity.