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Branding is crucial in determining how organisations are perceived and how effectively they communicate and deliver their mission.
As part of IEMA’s commitment to remaining at the forefront of the profession, we have embarked on an ambitious rebranding project that may culminate in a change of name.
This article reveals the progress so far and the steps ahead.
Following a consultative research project in 2023, the IEMA board agreed to align IEMA’s future purpose with the scope of workplace sustainability, widening from its current thematic areas of environmental management and assessment. Many members participated in workshops, and almost 1,500 completed a survey on the current and future role of IEMA. Key results included:
Almost 97% agreed/strongly agreed that ‘IEMA’s future purpose was being a professional body and driving professional standards’
82.5% felt ‘IEMA should be a home for people looking to build green skills’
72.1% agreed/strongly agreed that while IEMA’s purpose should remain largely the same, there was a need for an ‘improved sense of clarity and transparency’
42.7% felt the current name – the Institute of Environmental Management and Assessment – was still fit for purpose; 37.8% disagreed; and 19.5% were unsure.
While there was strong consensus on the overall themes of our shared purpose, members were less clear on whether that purpose – including IEMA’s name and brand identity – is articulated in a way that supports our global work.
We have appointed independent branding agency Spencer du Bois to guide us. The aim is to provide us with clarity of purpose and a strongly defined brand that gives our members the credibility that their expertise deserves. Extensive research and stakeholder engagement has laid the groundwork for a rebrand and purpose definition that is meaningful and impactful.
The project has an open, inclusive and consultative approach, with members at the heart of it. More than 6,000 member engagements have taken place in 2024 alone. The first part has focused on developing the detail of IEMA’s purpose through the following questions:
1) What we do
a) Scope: what area of activity are we in?
b) Status: what status do we want to achieve?
2) Why we do it
a) Ambition: what is our heart-felt ambition?
b) Ethos: what are the principles behind our actions?
3) How we do it
a) Style: how do we go about our business?
b) Response: what impression do we want to create?
Spencer du Bois distilled the feedback into three brand models, each with a slightly different focus; and new names to reflect IEMA’s evolution to a wider sustainability remit are being tested.
A recommendation for the brand model and name will be presented to members at an annual general meeting, at IEMA Connect, on 16 October. Members will be able to reflect on the recommendations before voting to adopt the new brand model and a potential name change at an extraordinary general meeting in early December.
As the project progresses, the focus will shift to developing and implementing the brand’s visual identity. Members will be invited to share their views.
Rebranding represents a strategic evolution aimed at defining IEMA’s place in the environmental management sector and wider sustainability agenda. This project is crucial for several reasons:
Strategic alignment: since IEMA was founded 25 years ago, the sustainability profession has moved from the fringes of the global economy to the centre. Rebranding aims to position IEMA as a modern, dynamic leader in this field.
Enhanced communication: a refreshed brand identity will help IEMA communicate its values and mission more effectively and highlight its leadership in environmental management and sustainability.
Member engagement: a modern identity will help strengthen connections with members and appeal to a broader audience, reinforcing IEMA’s value proposition to stakeholders and widening its reach and ability to influence.
Reflecting evolution: the name change could realise the shift in how IEMA sees itself and its role. It is an opportunity to solidify the organisation’s image and ensure that its brand reflects its aspirations.
For project updates, visit iema.net/future-purpose-of-iema. To register for IEMA Connect to attend the AGM, go to iema.net/iema-connect
Starting her career with an illustration degree, Lisa quickly turned to communications strategy in Higher Education and cemented her experience with an MA in Advertising, Branding and Communication. She has led award-winning membership campaigns within the student movement and has built successful communications teams in organisations going through periods of transition. Former places of work include Diabetes UK, University of West London Students’ Union, and National Union of Students. Lisa joined IEMA in 2019 where she is responsible for making sure that members get great value from their professional body. Continuing her professional development, Lisa is a Member of the Chartered Institute of Marketing and an Associate member of IEMA. In her spare time, she runs two blogs with her partner, careergappers.com and lincolnandbeyond.co.uk, paints landscapes from her time travelling the world, and enjoys long hikes with her bouncy dog, Regan.
