With an ageing membership base the IoD needed to
re-invent its proposition and service offer to attract today’s Directors.

Growth Highlights

New members for IoD 99, a service for young business owners. The male to female gender split of 60:40 compared favourably to the IoD’s traditional membership base.

New members for IoD Advance, a specially curated director-level network, spending 2x more than the traditional membership base.

Increase in engagement with IoD news to members as a result of a shift in focus of the content to align with the new value proposition

The Institute of Directors has been supporting Directors of small businesses since 1903 and has a membership base of 34,000. However, although recognised as authoritative it is perceived as conservative, old-fashioned and unwelcoming, which is manifested in an ageing male membership profile.

Exploit the opportunity of a buoyant market of 1.2m small business leaders who need help.

Prove to customers that they will generate tangible value, by investing in joining a vibrant community.

Redefine the IoD proposition for the millennial business era in order to attract the next generation of dynamic business leaders.

Show me you know me

“Shared Ambition” is a refreshed brand promise that articulates the IoD’s commitment to help businesses grow by equipping their leaders with insight, skills and connections based on what is right for them.

Inspire me to achieve more

Business is exciting. The brand and service experience needed to reflect the passion, commitment and thirst for knowledge and connections that characterise the members of the future.


We are the UK’s leading business network. We help businesses of all size to access the essential skills, powerful insight and crucial networking opportunities they need to succeed.


Brand toolkit

Communicating value at every moment

We went right to the core of the IoD, exploring the service offer of the IoD, the member experience, the behaviour of the teams and the delivery of the service. We questioned and explored the naming of the services and the tone used to communicate the value in the IoD offer.

Creating exemplar collateral

We delivered a core set of exemplar documents that set the standard for the internal team at the IoD to follow, helping to ensure the smooth launch of the brand. We remain involved, helping guide specific projects as needed.

Find out how Structure can help your business achieve its growth ambitions.


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