CSP CORPORATE IDENTITY REVIEW 2010 FAQ SHEET CONTENTS PAGE

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CSP Corporate Identity review 2010

FAQ sheet

Contents Page number

What is this project about? 2

What were the aims and objectives of the CSP corporate

identity review? 2

Why is brand important? 2

Why is the CSP spending money on a brand and a new logo? 3

What is a brand positioning? 3

What is our brand positioning? 3

Why did we need to change the ‘square’ CSP logo? 4

Why did we choose the new logo? 4

What about the historic lozenge badge? 5

How was the project developed and run by the CSP? 5

Were members involved? 6

What evidence did we collect to support this change? 6

When will the new brand be introduced? 7

What will happen to all our old stationery and brochures

with the old logo on? 8

Where do I go to get support with using the new brand? 8

What is this project about?

Making sure that the CSP effectively promotes the role and value of physiotherapy, physiotherapists and associated health workers.

To be a successful organisation, we need to effectively support our members and the profession by making sure that we are known and respected by the right people, and can influence their thinking and actions.

What were the aims and objectives of the CSP corporate identity review?

To ensure that the CSP brand is better recognised and understood.

To use this recognition to help CSP remain at the forefront of the professional physiotherapy marketplace as its leader.

To develop a brand that helps the CSP develop its strong reputation with existing audiences and reach out to new audiences to help us achieve our goals.

Why is brand important?

A brand is not a logo, a website or a newsletter. It's the messages behind these. The easy way to understand a brand, is to think of it as a ‘truth’ about an organisation.

You may even prefer to change the word ‘brand’ for ‘reputation’ – A brand tells people what an organisation is about, why they should trust it, where it's going and how it could help them.

It's our way of communicating our message in a clear and engaging way, to build a relationship with members and potential members, health sector stakeholders, politicians and the general public.

The brand messages are communicated through all our materials with a visual identity and verbal system. This ‘branding’ includes the logo, strapline, images, headlines, layouts, colours etc.

Our brand unifies our profession as one voice and differentiates us from other organisations in the sector. It helps people to recognise us and what we stand for.

Why is CSP spending money on a brand and a new logo, when our members need practical support in the workplace?

The CSP branding project has been funded entirely by staff pay under-spends in 2009. This is money that had been accounted for in that year, but was not spent due to some staff not being in post. Funding has not been taken away from any other planned projects or support for members.

With everything that we face as a profession, now is the time to make sure that we are getting noticed.

Without our investment in this project (which is part of the Corporate Plan agreed by Council), we would not be in a strong position to enhance the CSP’s profile and influence amongst agreed key target audiences, or develop the CSP’s approach to partnership working with external organisations. Both will be increasingly important to the future of the Society, and therefore the value of this project (financial and otherwise) cannot be underestimated.

The CSP is aiming to introduce the new brand, logo and visual identity as efficiently and cost-effectively as possible. We will therefore only be introducing the branding to new materials as they are produced, or old materials as they are redesigned and re-printed. There will not be any wholesale change of all CSP materials together to introduce the new branding.

What is a brand positioning? What is our brand positioning?

To develop our brand, we have to define what we do; why we do it, and how we do it. We call this ‘brand positioning’.

Through our research, we identified a strong set of messages that reflected what we do in an engaging and motivating way.

Our values are:

Driving excellence in physiotherapy practice within modern healthcare.

A commitment to excellent CSP services and quality healthcare.

Our style (personality)

Influential;

Active and energetic

Well-informed

Knowledgeable.

Our area of business:

To lead, promote and represent physiotherapy to improve people’s lives.

Our status:

The voice of physiotherapy.

Our ambition is:

Transforming the nation’s quality of life through physiotherapy.

Our qualities, that we can promote to others:

Expert,

Responsive

Professional

Why did we need to change the ‘square’ CSP logo?

The ‘square box’ logo was holding us back. While it provided some familiarity for well-established members, it failed to reflect the dynamic nature of the positioning or anything about the organisation. It looked dated and also created legibility problems for those with visual-impairment.

Research across a broad range of existing audiences and new audiences unanimously showed that the square logo held us back; the logo could be for anything, but nothing very exciting.

75% of members and students polled said it was not the right logo to take us forward.

Why did we choose the new logo?

Research and consultation with Council informed us that this was the best choice to move CSP forward.

Our new logo uses an abstract of the letters CSP to create a set of dynamic and energetic lines, with our name anchored at the end to create the letter P for physiotherapy.

In research, this logo was seen as representing the modern professionalism of physiotherapy, drawing the eye with its fluid and dynamic forms, reflecting the positive benefits of what we do.

It was seen as a much needed facelift for the organisation showing a dynamic profession looking to the future. People commented that it "draws the eye" and is "fluid and dynamic" and combined a "scientific feel with the friendliness of a physiotherapist".

The logo also gives us a way of creating a unique look for all our communications - from our publications to our website - to help us stand out and get noticed.

What about the historic lozenge badge?

This is still very much part of the CSP brand and will continue to be used. As part of our brand heritage, it is a recognised and respected symbol of quality that will appear on our certificates and other items and will continue to support the new brand identity.

How was the project developed and run by the CSP?

Following a branding workshop run for staff during a CSP ‘Learning at Work’ day in 2009, the importance of branding was recognised by the Society.

The development of a strong brand was also recognised by CSP Council and the Senior Management Team, and the development of a brand and positioning strategy was included in the 2010 Annual Corporate Plan for the Society.

Once funding for the project was made available from 2009 staff pay underspends, so that it did not take funding away from other important CSP projects, the work was taken forward by the Director of Marketing & Communications. This started with the formation of a cross-functional and cross-country team within the CSP called the ‘Brand Steering Group’. This included the Chair of the Communications Group, the Deputy CEO, the Head of Online Communications, the Publications Manager, and representatives from each CSP function and country office. An additional ‘virtual’ Network of Advisors was also established to ensure the fullest and widest consultation throughout the project. This group included the Chair and Vice-Chair of Council, Committee representatives and additional CSP staff.

A branding agency was appointed following a pitch against an exacting brief, and a process and timeline established for the project.

Two brand positioning workshops were held at CSP for the Steering Group and Network of Advisors, before full research was undertaken. This included research with Associates, Students, members in Scotland, London and the Midlands, and the general public in Scotland and England. Telephone interviews with key Welsh board representatives was also undertaken, and a web survey was distributed through the English Regional Networks.

Results and recommendations from this research allowed the development of key messages for the new brand, together with development of the new visual identity, including the logo. This was also tested with general public groups, and members in London and the Midlands. Throughout the project, presentations have been made to each Council meeting in 2010. Following an online survey with members through Frontline magazine to vote for their favourite of six prospective logos – Council voted to accept the recommendation for the new ‘dynamic’ logo at their September meeting.

Having been accepted by Council as the representative body of CSP members, a full set of guidelines for use of the new brand was developed, and a launch timetable agreed. The new brand has now begun to be rolled-out publicly, and this will continue in 2011 and beyond as new materials are designed, and old ones re-designed and reprinted.

Were members involved?

Members have been involved throughout this project. The Chair of the Communications Group, and the Chair and Vice Chair of Council have been part of the Steering Group and Virtual Network Group. The research focus groups have been held with members across different countries, and members have been kept up to date on the project through the pages of Frontline (17 March,19 May, 7 July,1September, 3 November and 1 December). Members have also been involved in our web survey, voting for their favourite of the final logo options. Members attending Council have received presentations at each meeting throughout 2010.

The six articles printed in Frontline over the last year have kept members informed and outlined what we were doing and the detailed results of our work.

What evidence did we collect to support this change?

Throughout the project we have based all the recommendations made to the Brand Steering Group, and Council, on factual evidence collected during research.

All research work conducted in focus groups or by telephone research has been carefully documented and, where possible, Council members or stewards have been invited to attend groups to see how the process worked.

Specifically:

Defining the messages (stage 1)

Brand positioning workshops (2 groups of CSP staff and members, 22 people)

Research on messages (stage 2)

Associates (15 people)

Students (2 groups 70 people)

Members (Scotland; 20 people)

Members (London; 17 people)

Members (Midlands; 19 people)

General Public England (2 groups; 16 people)

General Public Scotland (2 groups; 15 people)

Telephone interviews with key Welsh and Northern Irish board representatives

Research on logo and messages (stage 3)

General public (2 groups, 16 people)

Members group London

Members group Midlands

Web survey (771 members and students)

When will the new brand be introduced?

The new brand is available for use right now. However, to use it properly on documents, literature etc, you must ensure it conforms to the detailed guidelines that have been drawn up. These guidelines are available from the Publications Unit, or available on the staff Intranet. In all cases, you must ensure the documents or publication you are preparing (or planning) is done in consultation with the Publications Manager, who will be available to advise and help you on use of the new brand and CSP logo.

What will happen to all our old stationery and brochures with the old logo on?

The CSP is aiming to introduce the new brand and logo as efficiently and economically as possible. We will therefore only be using the new branding on new materials as they are introduced or reprinted. We are not changing over all materials on one specific date.

Where do I go to get support with using the new brand?

Guidance on the use of the new brand and logo will be provided by the Publications Manager, Nicky Forbes, who can be contacted on 020 7314 7841or by emailing him at: [email protected]

James Hale

Director of Marketing & Communications

The Chartered Society of Physiotherapy

8 December 2010

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