Our brand

The brand identity below is an easy-to-understand summary of our values, the way we talk and the people we talk to.

At the centre is our 'brand platform', which describes what we are and what we stand for. It's the absolute centre of our brand, from the way we write to the way we design to our core values.

Brand platform
Always there for children.

Our core values

• Passion: We are driven by our desire to help children and young people overcome injustice and disadvantage.
• Equality: We believe all children and young people have equal worth and equal rights.
• Hope: We believe in a child or young person's potential, no matter what they have experienced or what they have done.

Reasons to believe
Proof to substantiate the brand platform

• Children are at the centre of everything we do
• We are constantly developing innovative and creative ways to transform young people's lives
• Geographic reach; we work in the UK and beyond responding to local need
• We provide a breadth of services for ALL vulnerable children
• We are committed to a long-term approach, not a quick fix
• We have a history of high quality services which lead to high success rates

Audiences
Core stakeholder groups for which the brand relies on for funding income:

• General public: New voluntary income
• Donors/Supporters: voluntary income
• Service Commissioners: Statutory income

Tone of voice
The characteristics of the brand:

• Determined - we go the extra mile
• Fearless - we are not afraid of difficult, complex situations and always speak out for children
• Optimistic - we always focus on potential and never give up
• Professional - our expertise comes from 140 years experience
• Simple - we speak clearly in all our communications