Canadian Diabetes Association

Client Situation

When the Canadian Diabetes Association first approached Brand Matters, this leading health care charity lacked direction and consistency in their marketing and branding efforts throughout Canada. The problem was exacerbated by the fact that brand execution lay in the hands of many individuals who were not united under one marketing and communication vision. Brand Matters was hired to refresh and unify the CDA brand with the development of a refreshed brand strategy supported by a complex array of internal and external stakeholders.

Brand Matters Recommendation

Through the use of our exclusive Brand Differentiation Model™, Brand Matter assisted the Canadian Diabetes Association in developing a refreshed brand strategy by uncovering the long-term vision of the Association through research with key internal stakeholders. Brand Matters also clarified current customer perspective of the CDA brand through a rigorous review of market research. In addition, common industry marketing practices and techniques were identified through competitive analysis of leading charitable organizations. Based on internal and external analysis of the organization Brand Matters developed a brand strategy roadmap including refined target audience and refreshed tagline. Through the consistent involvement of internal stakeholders throughout the whole process such as planning sessions involving cross-regional and business unit marketing and communications leaders, we initiated organizational buy-in to the refreshed brand strategy. The newly defined brand was a key input to the development of a strategic marketing and communications plan facilitated by Brand Matters.

Client Verbatim

"Brand Matters was exceptional in helping us develop our internal brand to unite our brand under one consistent vision, with considerations to the competitive environment as well as our culture. It was terrific working with such knowledgeable and insightful consultants to help us unite our organization in raising internal awareness as we prepare to communicate the urgency of diabetes."
Colleen Mulholland, Executive Director, Marketing and Communications

Category of Business and Topics

Health care, not-for-profit, brand strategy, internal branding, marketing and communications planning