Woodland Heritage
From a complex narrative to a clear, funder-ready brand story.
Helping Woodland Heritage distil a complex narrative into a strong brand story, ready for funders, partners and supporters.
The challenge
Woodland Heritage had a rich story to tell, but a complex one. Its work covered a lot of ground, which made it hard to explain simply and quickly.
The charity needed a strong brand story that would set it apart from others in a similar space and appeal to its key audiences. That story also had to work hard behind the scenes: helping the team prioritise activities and resources, supporting the business roadmap and giving funders a clear reason to get involved.
The solution
The work followed three stages, bringing the CEO, team and trustees along at each step.
Listen. Collaborative discussions and workshops with CEO John Orchard and key stakeholders, including colleagues, trustees, members and partners.
Consolidate. Drawing out the key themes, stories and messages, with input from the trustees.
Take action. Shaping those themes into a new brand strategy, complete with audience profiles and key messages.
The results
Woodland Heritage had plenty to say, but no cohesive way of saying it. Now it has a tight brand framework that all its communications can hang from, whoever they're for.
At its heart are a vision, mission and values that set out where the charity is heading and what it stands for. A manifesto brings that belief to life, and a key message framework means everyone, from trustees to partners, can tell the same story with confidence.
And it's all captured in one simple line: “Grow trees. Use wood. For our future.”
“Working with Emily was really energising. She was able to guide using her considerable knowledge, coach and challenge with diplomacy, and provided the help we needed.”
John Orchard, CEO, Woodland Heritage
