Avis Johns Make more impact

with your brand #charitywritecomms

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

The following presentation contains words of a commercial nature. It may not be suitable for those of a woolly disposition.

“Our image is a bit out of date.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.”

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.

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!

Every organisation has a brand; Whether they nurture it or not.

Let’s consider some familiar names..

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

They both do exactly the same thing but the way they do it is what sets

their brands apart.

So what does that mean for you?

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…”

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

Core

Policy makers

Service Users

Beneficiaries

Commissioners

Purchasers

Donors

Peers

Stakeholders

Part two – your audiences

What to do?

The best chance of success

CEO, Chair, SLT leadership

Project board or steering group

Champions: 10-80-10

Get some outside help

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

• We get bored

• We don’t notice

• We get hung up

• We stop saying

‘why?’ and ‘so

what?’

• We forget about

KPI’s

The rewards

Useful reading

The Purple Cow – Transform your business by being remarkable

Seth Godin

The Brand Handbook Wally Olins

Avis Johns

avis@social-engine.co.uk 07958 931 465