The National Trust's plan to roll out a long-term brand-extension programme (Marketing, 7 October) will open up the institution to unprecedented scrutiny.
The Trust has teamed up with The Licensing Company to create a range of branded products, including food and drink, toiletries and CDs, which will be stocked by high-street stores such as HMV and Asda. It says the initiative is a natural progression of its work in championing the ‘very best of Britain' and that it ties in with its strapline ‘Forever for everyone'.
The conservation body already has a significant following, which could form the core of an impressive consumer base. It has 3.7m members and each year more than 12m people pay to visit its properties, while an estimated 50m visit those for which entry is free.
John Stachiewicz, the Trust's publisher and head of media group, says that, because of its broad membership, people have a sense of ownership over the brand. ‘The brand-extension programme will help deepen people's empathy with us,' he adds. ‘We want people to understand what we are about as an organisation and the different areas that we are involved in.'
However, according to Tess Wicksteed, planning director at branding agency Pearlfisher, the National Trust must explain the purpose of the products. ‘It must make it clear that it's not releasing these ranges to make huge profits,' she says. ‘It has the hard task of communicating it is a different sort of brand. It needs to follow in the footsteps of National Geographic.'
The National Trust products will cross six market sectors, including house and home, gardening, personal care and leisure and entertainment. The first step in the programme was the launch of a food and drink range in Asda, which will include pies, soups, bakery items, and beef and lamb. The items will use produce grown or raised on National Trust land and some will be made with recipes from its archives.
Easy comparisons can be drawn with Prince Charles' organic and free-range food brand Duchy Originals, which has recently been bailed out by Waitrose following disappointing sales and an over-extension of the brand.
However, George Riddiford, a partner at design agency BR&Me, believes the Trust has an advantage over Duchy Originals in its clearly defined brand values. ‘The National Trust is owned by everyone. It has a positive association with the brand,' he says.
He argues that Duchy was viewed as premium and monarchist. ‘The National Trust is inherently stronger. You feel like the brand is on your side,' he adds.
The Trust's Stachiewicz points out that the organisation's products are not intended to be ‘prestigious'. ‘We are not bumping up prices. We are making sure our products are affordable and we are not going for an elite market,' he says. He also emphasises the food range's promotion of sustainability and agricultural best practice. ‘We will be dealing in home-grown and traditional products,' he adds.
However, as a result of this approach there may be limited supply of some products due, for example, to the seasonal availability of the produce required. This could lead to the range being perceived as inconsistent.
British backbone
There is no inconsistency in the Trust's clear sense of Britishness, according to Vicky Bullen, chief executive of design agency Coley Porter Bell. ‘It is the champion of Britishness and is a trusted manager of our heritage,' she says.
Nonetheless, she also argues that this apparent strength could limit the charity's potential to attract new customers. ‘[It] represents a particular type of Britishness,' she adds. ‘I see Britain as being ethnically diverse, and this does not sit well with the National Trust. It also needs to strongly emphasise its local, sustainable approach.'
As a conservation body, the National Trust has the difficult job of balancing its heritage with a more modern approach to brand building. The brand extension could prove costly if it undermines its inherent brand values of sustainability and togetherness.
However, if the Trust's priority remains creating awareness rather than generating profits, it stands a good chance of broadening its appeal.