RCCC and SC Branding Strategy
On 3rd February 2021 the RCCC Board approved a new Branding Strategy for the organisation that will provide a greater degree of clarity in terms of the application of the brands of the Royal Caledonian Curling Club and Scottish Curling.
The board were grateful to all those who engaged with the process of shaping this new document, particularly the many members who took the time to submit their views in the online survey created by the working group that led this work.
To give some background, in June 2020 the RCCC Board committed to sharpening the organisations branding strategy and agreed to consult with members to get a wide range of views on the subject. A working group was established to lead this project and they used an online survey to seek the views of members and got 1,218 responses to a wide range of questions. This insight into members’ views and particularly the detailed comments helped the working group to produce recommendations that were approved by the board and led to the staff creating the new branding strategy.
Liz Burton King, Convenor of the Working Group:
”The survey to members generated the largest engagement ever recorded with responses from c11% of the membership. The results showed that both ‘Scottish Curling’ and ‘Royal Caledonian Curling Club’ were valued by the members in different ways, so the group set about defining how and when each logo would be most appropriate with a full report of the findings submitted to the board in October 2020. The hope of the working group is that both of our names will be carried forward with pride”
The new branding strategy confirms some things that were being done already, it has led to some changes in practises and will safeguard the future of both RCCC and Scottish Curling brands.
The organisation remains registered as the Royal Caledonian Curling club and the adoption of the trading name is for specific purposes with an emphasis on public facing promotions and sports development, while the RCCC brand is to represent the history, traditions and membership, bringing together curlers from across the country into the fellowship of one club.
Thank you to all who contributed.
