Brand Positioning: Ireland
As a charitable organisation focussed on eradicating poverty and achieving greater gender rights and social justice, ActionAid Ireland has found it a challenge to explain in a simple and compelling way what it does, making it harder to engage with potential donors.
Working with the Action Aid team, we identified key insights about what matters to current and potential donors and how that might link to what was unique about Action Aid, resulting in a clearer and more inspiring brand proposition and brand purpose and step by step guidance on key messaging through multiple communication touchpoints.
“Donogh and Frances were invaluable partners in helping us to summarise in very clear and simple terms what was truly unique about our organisation, and it has had a really positive impact on every aspect of our communication activities.”
Siobhan McGee, Chief Executive, ActionAid Ireland