Forth Environment Link (FEL) is looking to commission brand audit research to help us understand the strengths and weaknesses of our brand.
Objective of this work
We wish to commission brand audit research to help us understand the strengths and weaknesses of our brand, if a rebrand is required, and if so, what a rebrand should achieve and the next steps we should take to shape how our brand speaks to audiences in the most effective way. Output of the research should include, but not necessarily be limited to, the following points:
Awareness of, and emotional connection to our brand – What is the current level of awareness/understanding/perception of our brand among our partners, stakeholders, and customers? Is it likely to make them take action, volunteer, or support us in other ways?
Tone of voice – Does our tone of voice resonate with our partners, stakeholders, and customers? Does it accurately represent our organisation and work?
Information needs – Is our current brand helping us meet the needs of our staff, partners, stakeholders, and customers?
Brand positioning – How does our brand compare to other relevant brands e.g., climate action charities such as Greener Kirkcaldy, Keep Scotland Beautiful, Paths for All, Circular Communities Scotland, and Green Action Trust? What can we learn from others?