Housing associations are wasting large sums of money on uncoordinated promotion work, branding guru Wally Olins has said.
Olins is working for the National Housing Federation on its campaign to improve the sector's image. It has placed a 15 per cent affiliation fee levy on members, which will contribute £750,000 towards the exercise.

In a website interview with federation deputy chief executive James Tickell, Olins said: "Every member of the federation spends a lot of money on promotion … completely separate from every other organisation.

"If this was properly coordinated and made into a coherent force it would be infinitely more effective. There's probably plenty of money being spent already, much of that has been wasted."

Olins denied he would lead a simple rebranding exercise, and predicted that if the sector's reputation improved it would be easier to recruit staff, raise money, expand and work with tenants, in a "virtuous circle".

Young people starting their careers and older people looking for a smaller home, possibly with care, could be particularly attracted to housing associations, he said.

Analytical work over the summer will lead to presentation of what the federation termed "a central idea" at its annual conference in September.

It said it would revitalise the housing association brand "although not to the detriment of the 'council housing' brand".

Source

Housing Today