Background to the Programme
Brand for Growth (BFG) is a programme funded by the Scottish Government as part of the three year Social Enterprise Action plan, “Building a Sustainable Social Enterprise Sector in Scotland”. The Social Enterprise Action plan is part of the Scottish Government’s 10 year Social Enterprise Strategy which aims to grow social enterprises through investment in the sectors capacity.
To succeed and thrive, all Social Enterprises must communicate well with their customers, evidence their worth and compete for business in a busy and innovative marketplace. Investment in a strong and well thought out brand is core to ongoing sustainability or growth. It was recognised that the very social enterprises that have real potential, often find themselves unable to resource investment in the kind of brand development and implementation that will set the course of future success.
Brand for Growth was a competitive process where social enterprises were invited to submit proposals to win high quality investment in their brand. Each initiative will be bespoke, based on assets and needs of each social enterprise. Investment will be individual to each organisation.
The Competition Process
Ambitious social enterprises were given the opportunity to compete for a place on the programme and were asked to bring something themselves to the table. You had to submit a proposal, setting out how a strong and strategic brand would impact on their business, their impact and how it would build their capacity.
Dundee Association of Mental Health provides support to individuals who face mental health challenges in Dundee and surrounding area. They do this through a range of one to one and group activities including walking, photography, music, arts and crafts, gardening and environmental/conservation work. They also aim to raise awareness of mental health issues through providing information and signposting, and delivering presentations and training events. They need to modernise and update their brand so that they can reach a wider audience with a brand that is appealing, versatile, scalable and relevant.
Crossroads Community Hub We aims to improve the social and economic regeneration of their rural area through the ownership and development of a new community Hub. This new-build project will provide a unique combination of a community – led farm shop, community cafe, and a multi-use social/educational centre. Income from the farm shop and café will support the community. They have had some thinking on brand identity, but are struggling to find a single brand to market the Hub Building and its proposed activities.
Open Aye is a photography social enterprise which utilises creative participatory methodologies and practice to strengthen communities and enable positive communications. Its primary aim is to work with people from groups with protected characteristics and to leave a positive social impact on communities and on the environment. Open Aye has huge potential for growing its impact but is bound by a market where it is known. They said “We know we can do good with this social enterprise. We would like to do more.”
Kingdom off Road Motorcycle Club provides various off-road motorcycle programmes in order to make our communities safer whilst developing young people and volunteers. They would like to anticipate 100% + growth as they have four additional business strands for 2018, and have doubled their staffing. Demand for their service is high without branding and advertising.
HMS Unicorn is a hidden gem that shouldn’t be hidden. The Unicorn Preservation Society exists to preserve HMS Unicorn (previously known as HM Frigate Unicorn) as a museum and visitor attraction in Dundee. Nearly 200 years old, HMS Unicorn is one of the world’s most remarkable historic ships and Scotland’s only example of a wooden warship. One of the six oldest ships in the world, it is primarily a visitor attraction, however the ship also hosts a diverse event program and can be hired for private functions. It is anticipated that with the V&A opening in Dundee (opening Sept 15th, predicting annual visitors of 350K) and significant improvements to the physical ship (being undertaken in early 2018), the ship is looking to very significantly improve visitor numbers and work towards a sustainable future.
Douglas Westwater of Community Enterprise said “This programme is hugely exciting. There is a real appetite growing in the sector for high quality branding and marketing. We are delighted that BOLD will be leading on the delivery of this programme.”
Will Tyler-Greig, Head of Social Enterprise at the Scottish Government said: “I would like to offer my congratulations to these five, high potential, social enterprises. There are now 5,600 social enterprises operating across Scotland, each making an important contribution to their local community. It’s vital that Scotland’s up and coming social entrepreneurs continue to receive the right support, at the right time, and BOLD is in an excellent position to provide this.”
Scottish Government’s Social Enterprise Strategy and Action Plan
Led by the Third Sector Division, a strategy and action plan for social enterprise has been co-produced with the sector itself and sets out a vision for the next 10 years of transformational change for social enterprise in Scotland.
Community Enterprise is a 30 year old, completely independent national social enterprise and third sector support agency. We help to develop enterprise, communities and organisations including strategic thinking, market research, business planning, evaluations, organisational reviews, planning and financing.
BOLD is a trading division of Community Enterprise. BOLD is a fully integrated creative agency that employs an innovative approach to brand development and strategic marketing. We are embedded in the social enterprise sector, understand it and are passionate about its ethos.
We work closely with clients to create beautiful, engaging and appropriate brands that are articulated using traditional design, digital and offline techniques to provide a tool kit of assets that builds confidence within the organisation and facilitates business growth.