RDA Brand Research – have your say

Survey now live

Following the RDA UK Board’s decision to research the RDA brand, our research partners, The Frameworks, have compiled an online survey, which will remain open for the next month. The survey takes a few minutes to complete and will ask for your views on RDA, our reputation, name and logo.

You can find the survey using the link here:

https://thef.net/RDAsurvey

Why are we taking this step?

For several years, throughout the whole organisation, the strength of the RDA brand has been under discussion. The milestone of our 50th anniversary seems to have reignited the topic.

With strong feelings – and only limited anecdotal evidence – on all sides of the debate, the RDA Board has decided to carry out a research project to gather some real insight into the RDA brand for the first time.

A brand research company, The Frameworks, has been appointed to carry out this work, with a brief to explore three key questions:

1)            To what extent does our current brand hold us back from achieving our aims?

2)            To what extent does our current brand help us to achieve our aims?

3)            How significant is the RDA brand in creating a sense of belonging among the RDA community? 

The research aims to include the views of as many people with the RDA community as possible, and will involve one-to-one interviews, focus groups and and the online questionnaire.

The results of the research will be presented to the Board in June. Depending on the outcome of the research, the Board will then decide whether or not to take any further steps.

We hope that you, your participants, volunteers and supporters will want to take part in this discussion. It is important we end up with a range of views from across the whole organisation.

For more information, please see the prepared FAQs below or, if you have any further questions, please contact the office on info@rda.org.uk

FAQs

Why has the RDA Board decided to research the RDA brand?

The strength (or otherwise) of the RDA brand has been under discussion for several years within all parts of the organisation. The milestone of the 50th anniversary seems to have reignited the topic. In order to gain clarity and proper insight into this area – rather than rely on a small amount of anecdotal evidence – the board has decided to undertake this research.

What do we mean by ‘brand’?

It’s important to recognise that a ‘brand’ is more than just a logo and a name. These elements are important, of course, but so is the language we use to communicate, the values we all try to live up to and the way we behave, both with each other and with the people we serve. All of these combine to deliver a public understanding of what RDA stands for and promises, and this is what we mean by a brand.

Are you planning to change the name RDA?

The scope of the brand research is to explore three key questions:

  • To what extent does our current brand hold us back from achieving our aims?
  • To what extent does our current brand help us to achieve our aims?
  • How significant is the RDA brand in creating a sense of belonging among the RDA community?

Only when we have answers to these questions will be in a position to contemplate changes to the name or visual identity. Nothing is off the table, but we’re a long way from making any decisions about significant changes.

Who is carrying out the research?

Following a competitive pitch process, the board has contracted The Frameworks (www.theframeworks.com) to carry out the research. The Frameworks is a specialist design consultancy with a research-focused methodology and an established track record in brand strategy.

What will it cost?

This research project will cost £20,000. We have an ongoing commitment to investing in research, to make sure that we are as effective as possible and that everything we do is based on an identified need. We are currently spending less than 2% of our total turnover on research and this project represents slightly less than half of that cost.

What will happen when the results are in?

The Frameworks will present their findings to the RDA board in June. At this point, they may also present some suggestions for next steps, but this is not within the remit of this initial project.

How can I have my say?

It is vital that we include the views of as many people as possible throughout the whole organisation. There will be some one-to-one interviews and focus groups, which you may be approached to take part in. The best way to ensure your views are counted will be through completing the online survey, which is now open.

Page Last Updated: May 17, 2019