where brand makes the real difference - driving service delivery and income. crm for charity...

Brand driving delivery

Brand Audiences

Preferences

Benefit of the doubt

Behaviour

Communication

Products

Apple: Think differentChange the world We make things that make an impact. Like when someone creates their first video with iMovie. Surfs the real Internet on an iPhone. Or uses the built-in iSight camera to video chat with their grandchildren.Genuine empathy for customers and users Relentless innovation for leadership products and margins Aggressive achievement Team, it’s an adventure and we are in it together

Who would you rate?

BrandAt the heartLensWrapperBrand, what brand?

If it isn’t: worst case

“We stand for the human rights of mothers, fathers and children.”

Bad case

Best case

My army won because they knew what they were fighting for and loved what they knew

Oliver Cromwell

A major strategic competitive advantage

How do we do it?

Gaps in service delivery

Customer (audiences)

Gap A

Gap C

Gap D Gap B

Communications dept/agency

Front line staff (volunteers)

Directorate

Who defines the brand? Us: co-producation

Customer

Their needs and wantsWhy what we do is special for themWhat it helps them do

Leads the brandFacilitate the processInsight, wider audiences application

Guided translation of the ethos into values and how these translate into effective actions

Vision and ethos how we want to change the world

Communications dept/agency

Front line staff

Directorate

What’s our special magic?UrgencyNecessityVitalExcitingIf we cease to exist, what’s the difference to the world around us?

Building a brandWhat we do?What area of activity are we in? What’s our status in the world?Why we do it?What’s our goal? What are the principles that drive us?How we do it?What is our personality? What do we want people to say about us?

Got the vision and mission, what behaviours will deliver them?

How do we practically deliver our ethos? (values)What successful behaviours do we associate with this?What are we doing that works?What can we change or do more of?What do we need to start doing?What do we need to stop doing?

Brand

Fundraising proposition

Products

Products

Products

Campaigning

AdvocacyService delivery

Audience: the main focusWhat action do we want them to take?

What do they currently think about us?

To make them act, what do they have to think?

Focusing on the audienceAudience: what action do we want them to take?

Our pitch, in one sentenceWHAT’s going on in the world that makes what we do important?

Context

RESPONSE we want

WHY do we feel that this is important? HOW does our work make a difference?

Map the customer journey

Delighted (tomorrow)

Expected (today)

Current (yesterday)

Reputation is too important to allow mismanagement by someone else.