Download - Your values
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CREATING A VALUES DRIVEN BRAND
A presentation by Mark Cross & Paul Middlebrook
THE DONKEY SANCTUARY © 2012
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HELLO
THE DONKEY SANCTUARY © 2012
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WHAT YOU WILL SEE TODAY 1. The value of values 2. How this has been applied to The Donkey
Sanctuary 3. The outcomes of this approach 4. Bringing values to life – the adoption
campaign 5. Questions
THE DONKEY SANCTUARY © 2012
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THE VALUE OF VALUES
• What are ‘values’? • Why are they important? • How do you know what they are? • How do you bring them to life?
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WHAT ARE VALUES
Beliefs of a person or group, a set of emotional rules that people follow to make the right decisions in life, to decide what is right or wrong, and how to act in various situations.
THE DONKEY SANCTUARY © 2012
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- CURIOSITY
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WHY ARE VALUES IMPORTANT? Values help make it easier for people to understand you, so it’s easier to trust you. They tell your stakeholders what you value most. They explain what holds you together.
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WHY ARE VALUES IMPORTANT? They help to define the purpose of your organisation. AND it’s your purpose that defines your brand. It communicates the ‘Why’ rather than the ‘What’ or ‘how’.
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WHY ARE VALUES IMPORTANT? Your ‘Why’ is incredibly important. And the great advantage you have is that it should be naturally motivating, altruistic and inspiring. We know from Jim Stengel’s study that businesses with a purpose of improving people’s lives outperform the market. The top 50 by 400%.
THE DONKEY SANCTUARY © 2012
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WHY ARE VALUES IMPORTANT? He identified 4 threads of success; 1. An organisational culture built around an
enlightened brand purpose 2. Communication, centred on the brand
purpose, that uses rich storytelling 3. A near ideal customer experience 4. A set of KPI’s that measure performance
and people against the brand purpose
THE DONKEY SANCTUARY © 2012
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HOW DO YOU KNOW WHAT YOUR VALUES ARE?
These are most often seen when there is a crisis. Look around. What becomes the priority?
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HOW DO YOU BRING THEM TO LIFE? Though storytelling. Give evidence, lead from the front, celebrate the results of what you achieve. Be creative.
THE DONKEY SANCTUARY © 2012
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SOME POINTERS FOR VALUES
THE DONKEY SANCTUARY © 2012
• Keep them short and simple • Make them distinctive and ownable • Back up values with evidence and
constantly show why they are important • Measure your brand against your value set • Show don’t tell
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THE VALUE OF VALUES TO THE DONKEY
SANCTUARY
THE DONKEY SANCTUARY © 2012
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RESEARCH: COLD; WARM; YOUNG; OLD; STAFF...EVERYONE TOLD US THE SAME THING. LOVE + COMPASSION BUT...
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THE DONKEY SANCTUARY © 2012
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POSITION UNDER THREAT
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OUR PAST
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OUR VALUE-EMBEDDED FUTURE
THE DONKEY SANCTUARY © 2012
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ENGAGEMENT
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FINE TUNING
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LAUNCH
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DIFFERENTIATION
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NEW BRAND INTEGRATION
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CORPORATE STRATEGY
THE DONKEY SANCTUARY © 2012
WHERE WE ARE
WHERE OUR AUDIENCES
ARE
WHERE WE WANT TO BE
CORPORATE STRATEGY BRAND
CLOSE THE GAP
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THE OUTCOMES OF THE VALUE DRIVEN BRAND
APPROACH
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THE RESULTS
• 5% increase in donations in a market that has fallen by 20%
• 154% increase in web traffic • Improved engagement with all
stakeholders • A clearer direction of our purpose and
where we are heading
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BRINGING VALUES TO LIFE – A CREATIVE
CAMPAIGN
THE DONKEY SANCTUARY © 2012
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COMPASSION, COLLABORATION, CREATIVITY
The adopted donkeys were seen 'as part of the family' and that families are connected together by love, devotion and lifelong memories which are shared and cherished.
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COMPASSION, COLLABORATION, CREATIVITY
This led us to the big idea which we called a 'Lifetime of memories'. We wanted to bring the adopted donkey into the heart of the family. To make this relationship deeper, more frequent and more enduring.
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ADOPTIONS
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ADOPTIONS
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THE DONKEY SANCTUARY © 2012
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THE DONKEY SANCTUARY © 2012
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THE DONKEY SANCTUARY © 2012
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THE DONKEY SANCTUARY © 2012
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THE DONKEY SANCTUARY © 2012
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THE DONKEY SANCTUARY © 2012
LOTS OF APPINESS
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THE DONKEY SANCTUARY © 2012
LOTS OF APPINESS
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THE DONKEY SANCTUARY © 2012
LOTS OF APPINESS
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THE DONKEY SANCTUARY © 2012
LOTS OF APPINESS
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THE DONKEY SANCTUARY © 2012
LOTS OF APPINESS
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THE DONKEY SANCTUARY © 2012
SHARED MEMORIES
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THE DONKEY SANCTUARY © 2012
SHARED MEMORIES
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THE DONKEY SANCTUARY © 2012
ITS ALL ABOUT EMPATHY AND PHYSICAL CONNECTION!
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THE RESULTS SO FAR!
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ANY QUESTIONS?
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THANK YOU!
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