CTT has dropped 'charity' from its name, and become Technology Trust. It tells civilsociety.co.uk why it hopes the new name will help clarify what it does. 

What triggered the rebrand?

Our clients and supporters had expressed confusion about who CTT was, what services we offered and how each of the services were related. Many people only knew us for whichever service they were currently using (such as CTXchange or CTMail), and many of them thought that particular service represented the organisation in its entirety.

What is the primary purpose of the re-brand?

The intent of the rebrand is to clarify what we do and what we offer to our clients, partners and network in the voluntary sector as well as the technology and businesses sectors. We want our new name and brand to clearly define who we are as an organisation and how we can help charities (hence the new strapline). We hope that this will make it easier for us to cross-sell our services and to create the feeling internally that we were a single organisation working towards a common goal, rather than disparate teams working on in separate service areas.

How much did it cost?

Prefer not to disclose this information.

How have you communicated with staff on it?

Our staff have been involved at each stage of the rebranding process. They have been asked to share their feedback throughout – from the initial branding ideas through to straplines, product/service names and designs. We’ve also having a small celebration and thank you in the pub to toast everyone’s input and hard work.

How have you communicated with supporters on it?

Email marketing is a key part of our offering and how we communicate. As such, we’ve sent personalised emails to key clients and supporters, advising them of the coming changes and encouraging them to engage with us via our new website , Twitter handle and, of course in person or over the phone.

 

How will you develop the new brand going forward?

To ensure Technology Trust lives up to its name and strapline (Technology Trust – a friend in the digital world), we have provided the team, including staff and partners with branding conventions and guidelines, as well as discussed what we stand for. We'd like to see the brand become even more synonymous with the voluntary sector and technology and hope to tie it to new research. We are always developing partnership with technology organisations who are providing services to the voluntary sector and will continue to do so in order to expand the services we currently provide and extend our brand/awareness of it throughout the technology sector.

How long did the process take?

From the initial discussion to the end stages: about 8 months.

Who managed the rebrand? Agency/in-house and if the latter, which team?

It was a joint effort with an external agency, together with the internal marketing team.

How does the new brand differ from the old?

We think that the new brand is friendlier, more current, simpler and easier to remember than the previous brand. The design has elements of a computer keyboard, so feels more related to technology than our previous look and feel.

 

Old logo	New logo