Cats Protection is a UK charity dedicated to rescuing and rehoming stray, unwanted or homeless cats and educating people about cats and cat welfare.
CHALLENGE
Cats Protection were concerned that it was seen as small and ‘old-fashioned and wanted to gain a greater understanding of how to change brand perceptions and more effectively capitalise on the brand’s equity within the current landscape. This research was key to establish a baseline positioning prior to strategic brand redevelopment.
Boxclever conducted an extensive research programme, starting with qualitative interviews and an online community exploring brand perceptions with donors and service users.
This was followed by a series of workshops to explore new identity and positionings with staff, donors, vets, media, corporate partners, welfare organisations and vets.
A stage of quantitative research followed to measure brand perceptions, and test reactions to the new brand positioning, name and logo.
SOLUTION
Cats Protection were able to use the insights to develop a clear branding and communications roadmap, based on firm understanding of current challenges.
As a result of the research, Cats Protection has undertaken a large-scale rebrand as well as emphasising its expertise and scale. It is now in a stronger position to grow its income by reaching out to new audiences through its new brand.
OUTCOME
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