Helping a tired brand reach new heights

Who are they?

Tendring Mental Health Support was founded as a charity in 1976 to work with vulnerable adults in the local area (Tendring) with mental health issues or learning disabilities, to give them a voice, let them know their rights and subtly educate them.

As an organisation their service offerings have changed over that time and they no longer deal only with mental health issues and have since become known as TMHS, as they no longer only serve the Tendring area, but instead they are now Essex wide, and they now primarily provide counseling and advocacy services.

WHAT WAS THE CHALLENGE?

The environment in which TMHS operates has changed dramatically in recent years, and as such change for the organisation had also become inevitable. The organization was facing several issues such as;

1. HAVING NO CLEAR MESSAGE
2. POSITIONING
3. LOW BRAND AWARENESS
4. POOR PERCEPTION
5. NO CLEAR STRATEGY
6. INCREASED COMPETITION
7. AD HOC/INCONSISTENT MARKETING

Overall the TMHS brand did not inspire potential commissioners of health services to overlook the competition and choose TMHS. They didn’t have a tagline that accurately conveyed their brand positioning and what makes them unique. Their brand didn’t stand out and was not well recognised amongst those they wished to target as customers and of the people who did recognise it, their perception was that they were not what they desired. There was very little marketing or brand promotion and what there was, was inconsistent in look, tone of voice and message. Their customer offering was neither clear nor easily understood.

The client recognised that the entire healthcare sector and how it was procured and commissioned had evolved dramatically over the last 40 years, and as such it was time to re-examine the entire organisation and brand identity, to better reflect the more contemporary, dynamic attitude of today and the services they now provided.

It was felt that the established brand name and identity was creating misperceptions within the marketplace: it was slowing the organisation down and did not reflect a forward-thinking organisation forever trying to offer a better, more innovative service.
However, care had to be taken not to compromise the signature caring approach of the organisation, which had earned a strong local reputation for the personal touch as well as open, honest professionalism in every detail.

WHAT HAPPENED NEXT?

TMHS commissioned Darwin Brand Consultants initially to conduct a Brand Audit, to assess TMHS’s current position in the market compared to their competitors, and a review of its effectiveness including;

1. STRENGTHS AND WEAKNESSES
2. UNCOVER INCONSISTENCIES IN HOW CUSTOMERS, EMPLOYEES AND OTHERS VIEW THE ORGANISATION
3. DETERMINE OPPORTUNITIES FOR IMPROVEMENT AND NEW DEVELOPMENTS
4. ESTABLISH A CLEAR OVERVIEW OF THEIR ENTIRE ORGANISATION AND CURRENT STRATEGY

DARWIN’S SOLUTION

The Brand Audit uncovered many current issues and challenges as well as opportunities for the future. We took what we learned in the audit and put in place a brand strategy for achieving TMHS’s desired goals and objectives through brand communications. Key deliverables from the Brand Strategy included;

1. TO DIVERSIFY INTO OTHER SERVICES
2. TO RAISE THEIR BRAND PROFILE – AND CLEARLY COMMUNICATE WHO THEY ARE AND WHAT THEY DO
3. TO BUILD BETTER RELATIONSHIPS WITH COUNCILS, COMMISSIONERS, ETC.
4. TO GAIN RECOGNITION FOR THEIR WORK AND TO MAKE SURE FUNDERS KNOW TMHS DELIVERED
5. INCREASE BRAND AWARENESS
6. ACHIEVE CONSISTENCY IN LOOK, TONE OF VOICE, FEEL AND MESSAGE ACROSS ALL BRAND COMMUNICATIONS

It was agreed that the organisation should be renamed to reflect the current market opportunities. The new name should reflect the brand values and positioning of the organization along with the introduction of a tagline that reinforces the company’s key messages. A new brand logo would then be designed, combining symbols, fonts, colours and overall shape to reflect the organisations brand values and communicate the compelling truths of the brand.

THE END RESULT

The final brand logo that emerged is light, bright, passionate and above all inspirational. It’s clean-cut, open with a Client centred ethos – Supportive, Ethical, Trustworthy, Helpful, Empowering, Reliable, Approachable, Empathy, Caring, Integrity, Conscientious, Compassionate, honesty and Openness are all prized assets of SUMMIT, the new name for the organisation.

Colours were chosen carefully to emphasise the energy and positivity that typifies the organisation, which all help it to stand out in an environment that too readily settles for me-too solutions.

“On behalf of Tendring Mental Health Support, I wish to sincerely thank Vincent and Suzie Bissette of Darwin Brand Consultants for their hard work which has resulted in us having a brilliant new brand identity, incorporating a new brand name, brand logo and tag line under the new brand name of SUMMIT. The thought and advice we received throughout was greatly appreciated by all at TMHS”.

Graham Thornton, Chair of Trustees, TMHS/SUMMIT