Institution of Occupational Safety and Health

With over 27,000 members, the Institution of Occupational Safety and Health (IOSH) is Europe's largest occupational safety and health professional body. A large-scale brand development project, comprising focus group, stakeholder consultation and internal brand review, succeeded in identifying and addressing gaps between management's appreciation of the brand and IOSH's brand image from the perspective of its members and peers within the occupational safety and health marketplace.

IOSH undertook a review of its brand two years after a new corporate identity was launched. Lisa Baxter was responsible for conducting branding workshops with in-house staff and senior managers and volunteers, and running focus groups with members and customers. This is probably the most honest and necessary piece of brand consultation and research this organisation has ever undertaken. Lisa's work has resulted in a radical review of our entire brand, and not just in terms of creative design. Her work highlighted with total clarity the issues and opportunities IOSH faces in its markets, and gives clear recommendations for the way forward. Lisa's involvement directly influenced the development of our corporate plan for the next five years, and is a cornerstone of our communications strategy going forward. It has also been a catalyst for change within our organisation.

Ruth Doyle, former Head of Communications, IOSH