Mind climb the Charity Brand Index

Mind, the leading mental health charity in England and Wales, has climbed 11 places up the Charity Brand Index (CBI) from 53 in 2011 to 42 in 2012. Their success demonstrates a brand is much more than just a logo and can have a positive impact upon fundraising potential.

Third Sector Research released 2012 CBI rankings earlier this month. The report is a comprehensive assessment of the nation’s Top 105 charity brands based on a survey of more than 3,200 members of the UK public.

Now in its fourth consecutive year the CBI aims to provide the hard data charities need to measure their effectiveness and compare their performance with other organisations, as well as enabling them to track their own performance year on year.

Mind appointed The Good Agency to integrate their brand and fundraising strategy in 2010. Despite a great name and logo, the organisation didn’t have any form of consistent identity to support them. As the leading mental health charity in England and Wales the Mind brand needed to work harder to communicate what the charity does in order to attract new supporters.

Using their strongest assets – their name and logo – we created a more emotive and consistent brand identity with a new vision, mission and values, and visual guidelines. The process came in three key stages: strategic development, creative development and implementation.

The new Mind brand was launched with new guidelines, delivering greater consistency across all communication. The brand has now been rolled out across all 160 local Minds and 122 Mind retailers.

We know their brand is Good and we’re not alone. There are numbers and glowing feedback that agree with us.

Before their brand development:

• Only 4% of people say they know a lot about what Mind does.
• Only 7% of people think Mind stands out.
• Only 4% think Mind encourages them to donate to them.
• 61% don’t think the cause is relevant to them.

(Results taken from the 2010 CBI)

After their brand development:

• 71% of people believe the brand helps them to understand what Mind does.
• 66% of people find the new brand appealing and eye-catching.
• 70% feel the brand makes them feel empathy with people experiencing mental health problems.
• 78% believe it makes them feel mental health is a serious issue that can be addressed.
• 66% of people say it makes them feel Mind is a caring and supportive charity.
• 47% say it would encourage them to want to help.

(Results taken from a Consumer Panel representative of the UK population carried out by research company fast.MAP, independent of Mind and their branding agency)

Praise from people who have experience mental health problems:

“Having lived with depression most of my life, I found the ads very personal and well informed.”

“It lets you know that help is there if you need it.”

“It’s friendly, positive and respectful.”

“It makes you think the work is very immediate and worthwhile.”

View our full case study here.

Branding and advertising | Charity | Engagement | Health