Can we improve social housing with a new name and better branding? James Tickell doesn't see why not – the French did
No fewer than half a million Britons own second homes in France, and are thus well informed about French conveyancing, building renovation and gastronomy.

In contrast, very few of us – even, dare I say it, readers of Housing Today – have much idea about social housing in France.

But just 20 miles across the Channel, there exists a very similar set of organisations to our own, which have recently conducted a successful exercise to rebrand their activities.

As our own "Housing's Better Future" rebranding exercise goes ahead, the French experience is reassuring and suggests that our project is realistic and achievable.

First, a quick pen-portrait of French housing associations. There are two main kinds, both known as HLMs – Habitation Loyés Modérés ("homes at moderate rents"). The first kind are public-sector bodies, sponsored by local authorities, and similar, in UK terms, to arm's-length management organisations.

But I am going to focus on the other kind: the 336 or so private, not-for-profit bodies known as Sociétés Anonymes. These own some 1.8 million homes, ranging in size from 50 to 140,000 homes. Their not-for-profit status is statutory, although the framework for regulation and finance is very different from the UK's.

Nonetheless, the similarities with the UK are striking. The HLMs see themselves as major players in urban regeneration and as non-profit developers going well beyond housing. Despite their status, they can act as predatory businesses – hostile takeovers are possible, although rare.

Geographical spread is a major issue. In some local authority areas, there can be up to 30 HLMs competing with each other. Now, though, rationalisation is on the agenda, with some pilot schemes under way.

But it won't surprise you to learn that the main similarity between the Brits and les Français relates to the increasingly poor image of social housing.

As far back as 15 years ago, the NHF's French sister body was working on a new image.

A campaign in the 1980s used the image of a dinosaur to challenge preconceptions. Sadly, the campaign had the opposite effect to that intended, and was dropped.

The issue arose again in 1997, spurred on by remarks made by the housing minister, who described HLMs as being publicly owned and criticised them for accumulating large surpluses.

The other key issue was around perceptions of deprived estates, notably on the peripheries of France's large cities.

So the French federation moved to set up an ambitious rebranding project.

Our French counterparts are confronting many of the same issues we face, such as run-down urban estates and a negative public perception of housing associations

They wished to reaffirm the private and independent nature of their members. One of the straplines they used translates as "private action for public interest".

At the same time, they wished to create a strong collective identity for HLMs, to position them as key partners in the regeneration of run-down areas and to move on from the term "HLM" by devising a new terminology.

What, then, was that new terminology to be? Step forward … "Enterprises Sociales pour l'Habitat".

The first three words translate readily into English, but the word "habitat" has no direct equivalent; it refers to housing, but the concept encompasses much wider aspects of the human environment.

Earlier this year, the federation took the lead, and rebranded itself, using the new term "ESH".

This coincided with a major promotional initiative, focusing on decision makers, the media and senior politicians. A communications toolkit was provided to all members of the federation.

No pressure is being put on members to conform to the new identity. The federation has chosen to lead by example only. But many members are already enthusiastically using the new materials. Others are waiting to see how things develop, but there has been almost no outright criticism. Media and press coverage has been mostly positive, if muted.

Looking ahead, the federation is very clear about its indicators for success in five years' time.

Most importantly, its members will be taking far wider responsibility for leading neighbourhood renewal projects, and will be more clearly differentiated from their public sector counterparts. They will be valued as indispensable partners in regeneration.

The number of neighbourhoods in France where living conditions are "invivable" (intolerable) will have reduced significantly, if not disappeared. Rationalisation of stock will have progressed significantly – the French federation considers that in each major local authority area, there should be no more than six active HLMs.

Finally, it is hoping the new brand will have achieved wide currency with the public and decision makers.

Our French counterparts have been confronting many of the same issues we face.