What's the difference between a brand and a logo?
A brand is how people think about an organisation. How well it delivers to their needs. A logo is simply a device by which we recognise a company and differentiate it from another company (eg BMW Vs Toyota).

Why do we need to look at our brand again?
Since 2004, WRVS has changed, as has the world we live in. We need to review and improve how we do things for the sake of the people we deliver services to and those who need to receive our services in the future.

In the absence of a strong brand people have resorted to an image based on our role in the 1940s. We need to correct that perception so that more people are aware of what WRVS can do, and why WRVS are different from other charities and services.

Is this process expensive?
The main cost of refreshing our brand has been in research so that we better understand the hopes, fears and expectations of older people and those who have an active involvement with WRVS. This insight has helped define how WRVS can shape its services in the future, as well as understanding how best to present the charity now.

We will not be changing the logo, just our strapline and the process has been planned and managed so that as stocks of materials run low new print orders will incorporate the new strapline therefore keeping costs as low as possible.

What about the cost of refreshing all outlets ' who pays?
By listening to NHS trusts and boards and meeting their needs for promoting healthy eating, volunteering, and developing services that support their aims, we believe it is achievable to get a 50 per cent of the refresh costs absorbed under gifting arrangements.

Do I have to remember the brand values?
It is important for you to understand how we communicate with everyone we have contact with. It is only if we are consistent can we hope to change people's perceptions of us. Knowing the brand values will enable you to do this.

Is WRVS changing as a result of this brand improvement?
Good question. WRVS is focusing on older people, updating and improving its brand. Our stakeholders needs are always changing and we have to change with them. What we are doing is managing better how people perceive us. WRVS has always adapted to change over 70 years. Our vision and purpose have not changed since they were adopted in 2007. They still define what WRVS is all about. Our problem is that there are many people outside the organisation who do not understand what we can do, or how well we can do it. By concentrating on our messages and being consistent across everything we do, we will generate a clearer image of the real difference WRVS makes.

Where can I get more information on the WRVS brand?
We will keep you up to date through the website www.wrvsstrategyforthefuture.org.uk and through management briefings. Usual channels such as stoppress and Action magazine will also carry updates of our progress.

How long will it take?
Perception is slow to change. This might take six months or more before we see any signs of change, but we shall be monitoring results periodically. Some organisations, such as Macmillan Cancer Support, spend large sums of money to speed up their new branding. At WRVS, we plan on directing limited funds into one of the most visible services 'hospital shops and cafés ' where we can emphasise the changes to the most number of people, most effectively.

What about food services, community and other services?
From May, all revised, updated materials will carry the new strapline and will be produced in line with the brand values and tone of voice. This will take time. We are focusing our major investment in shops and cafés in hospitals initially as that is where we will reach the maximum numbers of people for the minimum cost. We will be providing some materials for smaller community projects such as banner stands and posters as appropriate.

Where can I get more information on the WRVS brand?
We will keep you up to date through this website and through management briefings. Usual channels such as stoppress and Action magazine will also carry updates of our progress.

Which are the chosen pilot sites for the brand refresh?
These will be revealed once the teams involved have been briefed and we'll let you know on this website and via the usual channels.