Brand Postioning For CIPS

The Chartered Institute of Purchasing & Supply is an international organisation based in the UK serving the purchasing and supply profession. Brand Vista were tasked with developing a clear brand positioning, values and personality and facilitate the development of an alignment plan that would drive internal changes as well as external promotion.

We carried out an in depth exploration of CIPS members and non members before facilitating a visioning event with the senior team where the brand vision was agreed. We also facilitated a second, ‘brand alignment’ event to establish a number of brand imperatives and agree an approach to engaging more people from the CIPS team. This led to a number of brand walkthroughs focusing on the experience for members, non members, qualification seekers and even employees. The result is a clear set of brand critical projects which were integrated into CIPS existing change programme.

This has resulted in a fully engaged team and a clear brand vision. The brand values have been adopted as the single set of values for CIPS and these are used to drive behaviours. Key customer journeys have been ‘walked through’ and actions are underway to improve the experience of members and potential members.