Agenda item

Our current brand is not fit for a ‘digital first’ world and as we are currently developing a new member website it is an ideal opportunity to rebrand. A brand is not just a logo but it is also how we communicate with our stakeholder groups.

The Head of Pensions introduced this item to the Committee. He stated that the main aim of the rebrand was to make our branding more digital-friendly and accessible for all stakeholders, so we can effectively communicate our ethos,

goals and key messaging.

He said that there were challenges to this work, including the current use of heavy technical language, long documents and brand clutter and confusion.

He said that they had identified some common sense objectives and that these would focus on what we communicate, how we speak – tone of voice – plain English, visual identity and colour schemes. He added that these would be applied consistently online and in letters, guides and forms.

The Communications and Marketing Manager addressed the Committee and highlighted the following areas from the presentation.

Discovery process

We’ve conducted a deep dive into the brand core, positioning and identity.

Stakeholder interviews took place, an all staff survey was carried out and Discovery Workshops were held.

New logo

A new logo has been designed and samples for posters, social media posts and marketing emails have been drafted.

Tone of voice

We will aim for all communications to be simple, welcoming and matter of fact. Jargon and technical language will be minimised, with focus on facts and being neutral.

Next steps

·  October / November 2023 - Update all APF documents with the new brand, including Altair Word documents, re-writing some copy for frequently used documents.

·  November 2023 - Branding templates, PowerPoint etc. delivered.

·  Early December - Prepare updates to APF email signatures and share brand guidance with APF staff. Communications to employers and members begin.

·  Mid December - ‘Brand in action’ presentation delivered to the Pension Committee.

·  2024 Q1 - Member website & rebrand launch - the new branding should feature on all documents.

The Chair asked if the proposed changes have been made with the needs of specific disability groups taken into account.

The Communications and Marketing Manager replied that they have followed all the procedures as set down by the guidance on gov.uk. He added that the colours used will aim to make text clear and that a suitable large font will be used.

Wendy Weston asked how much would the process cost.

The Communications and Marketing Manager replied that over the two years of the project the cost would be around £25,000.

Charles Gerrish commented that he could see in the long term how the branding could be more helpful, but was tentatively concerned that any changes at this current time could lead to further enquiries.

The Communications and Marketing Manager replied that the current website platform is reaching the end of its life and this was seen as an opportunity for this project to come to fruition. He added that additional step by step guides will be in place on the new website to assist with enquiries.

Councillor Steve Pearce said that he strongly approved of the logo update.

William Liew said that he commended the work so far and that the communication to members about the changes would be key.

Councillor Chris Dando said that he supported the changes and liked the way that different elements of the work of the Fund could be signposted through the use of different colours.

Nick Weaver asked if the new website would be used effectively to help members self-serve.

The Member Services Manager replied that they were working with the Communications Team on the content of the website in order to improve access to information.

The Head of Pensions thanked the Chair and Jackie Peel for their part in selecting the logo.

The Committee RESOLVED to note the report and proposed new brand.