RSLs told to work together in rebranded sector

In the week the National Housing Federation launched its new image for the sector, chief executive Jim Coulter berated the bosses of registered social landlords for their "competitive and individualistic vision".

In an interview with Housing Today he said: "We need to be important because of what we do, not self-important because of who we think we are. That doesn't apply to everybody, but it applies to too many and I do think that is the root and that is what In Business for Neighbourhoods is all about – it's about shifting that attitude among associations."

In Business for Neighbourhoods, the federation's £1m campaign to shake up social housing, was designed by advertising consultant Saffron and launched at the NHF annual conference in Birmingham. It has given the sector a new logo (pictured) but its main thrust is to dramatically improve RSLs' image in the areas where they work and to accentuate the benefits they bring to the community beyond housing provision. It is hoped that if individual RSLs – 100 of which have already signed up – concentrate on improving their performance, this will alter broader perceptions of the sector.

Wally Olins, chairman of Saffron Brand Consultants, said: "So far, housing associations haven't been able to speak with one voice. Because of this they've been subject to events and haven't been able to influence events. They need a clear idea of who they are and they need to create the agenda."

The exercise has been very controversial (see "Rebranding: worth it?", below).

As part of the shake up, RSLs will work more closely with local authorities in the provision of wider services, and share in their funding.

Neil Litherland, director of housing at Camden council in north London, said: "I welcome the fact it's stood back and looked at itself. I'll judge the success on whether RSLs start to talk with one voice – how they position themselves with councils. Often they come across as competitors, not collaborators."

The scale of the challenge of changing the image of social housing was revealed in research unveiled by the NHF at its conference. Regional Futures and Neighbourhood Realities was unveiled yesterday.