Improving our brand and bringing our services to life

We have been reviewing and developing our brand so that it gains the power it needs to help people recognise WRVS, the services it provides and the difference we make to the lives of older people.

After 70 years of delivering many services, WRVS' name has lost clear definition and our purpose has become vague and confused about who we are and what we do. Without this clarity, it's hard not to resort to an image based on our role in the 1940s.

If people are unclear about what WRVS does or the difference we can make, it is less likely that they will turn to us for help or have confidence that we can provide solutions. Left alone, WRVS would find it increasingly difficult to grow and attract financial support and volunteers.

The solution was to evaluate how people perceived WRVS and the demands and needs for its services. We needed to make clear that we are about helping older people.

This whole process has been driven by the thoughts and opinions of those who have an active involvement with WRVS including staff, partners, commissioning authorities, donors and current and potential people who use our services and volunteers. We noted what they said, and the language they used, what they didn't want, as much as what they did want.

Using this feedback, together with other research we considered how WRVS should evolve in the future, our priorities, our services and our development plans.

The result is:

• a co-ordinated response to the changing world we live in, reflecting the hopes and needs of future service users, while featuring WRVS' unique talent of providing practical solutions delivered by dedicated volunteers
• a fresh understanding of the important role WRVS plays in the community, and a clearer sense of what makes WRVS so special.

WRVS is changing. The communities we support are changing too, and just as we have adapted over the last 70 years, so we need to adapt again to meet the needs of people.

At the heart of WRVS is our vision, purpose and beliefs.

Our brand ensures that everyone clearly understands the difference we can make and the services we provide. Our brand is our reputation. It is what people think and say about us when we've left the room. It is a shorthand which captures the key attributes about our charity and reflects how people perceive us in meeting their needs. It is not just the logo.

Only when people understand what is special about WRVS, can they be clear about what to expect as a volunteer, staff, people who receive our services, or as a donor or partner.

A brand is made up of many elements, some such as our logo and strapline are there for all to see. Some are unspoken, such as our values, but they help define who we are and what sets us apart from other organisations. It's also the way we describe ourselves and communicate our tone of voice.