Directory of Social Change - Home - Avis Johns...2016/10/17 · The Brand Handbook Wally Olins Avis...
Transcript of Directory of Social Change - Home - Avis Johns...2016/10/17 · The Brand Handbook Wally Olins Avis...
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Avis Johns Make more impact
with your brand #charitywritecomms
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Branding – today’s session
• What is it?
• Why is it important?
• What can we do to improve our brands?
• Some examples
• Some tools
• Some reading
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The following presentation contains words of a commercial nature. It may not be suitable for those of a woolly disposition.
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“Our image is a bit out of date. We just need to get rid of the strapline”
“If only we could get a celebrity to endorse us”
“Its much easier if you’ve got cute kids or someone who says they have survived cancer. You can show
you’ve had impact. ”
“People just don’t know who we are.”
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Brand v Branding
Brand – the essence of
• Vision
• Mission
• Values
• Tone
• Offer/exchange
Branding – the image of
• Logo
• Colours
• Key messages
Organisational brand is everyone’s business. Branding requires policing.
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Why is a clear brand important?
It’s what enables people to chose your organisation over another.
It empowers your staff
It brings loyalty from supporters
Cash!
Cut through!
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Every organisation has a brand; Whether they nurture it or not.
Let’s consider some familiar names..
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A tale of two airlines
Sensible Air
• Reliable
• Traditional
• Discreet
To fly, to serve
Global WingWalkers
• Edgy
• Cool
• Fun
Flying in the face of ordinary
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They both do exactly the same thing but the way they do it is what sets
their brands apart.
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So what does that mean for you?
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Are all aspects in sync?
Departments and messages aligned?
Customer experience?
Staff experience?
“Your call is important to us, please continue to hold the line…”
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What you ‘do’
How you lay out your stall
How you tell ALL your audiences about what you do
How people behave to each other and the world outside
Part one – your offer
Core
Products
Environment
Communication
Behaviour
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Core
Policy makers
Service Users
Beneficiaries
Commissioners
Purchasers
Donors
Peers
Stakeholders
Part two – your audiences
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What to do?
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The best chance of success
CEO, Chair, SLT leadership
Project board or steering group
Champions: 10-80-10
Get some outside help
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The four stage process
1) Scoping – where are we now? Market research, Issues, remit, KPIs, plan…
2) Developing the brand: vision, mission, values, positioning, perceptions, tone of voice – the look and feel.
3) Testing, refinement
4) Roll out…. And a plan for evaluation
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• We get bored
• We don’t notice
• We get hung up
• We stop saying
‘why?’ and ‘so
what?’
• We forget about
KPI’s
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The rewards
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Useful reading
The Purple Cow – Transform your business by being remarkable
Seth Godin
The Brand Handbook Wally Olins