Where brand makes the real difference - driving service delivery and income. CRM for charity communicators conference, 2 December 2014
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Max du Bois, executive director, Spencer du Bois Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk
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Where brand makes the real difference - driving service delivery and income. CRM for charity communicators conference, 2 December 2014
- 4. Brand Audiences Preferences Benefit of the doubt Behaviour Communication Products
- 6. Apple: Think different Change 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
- 7. Who would you rate?
- 8. Brand At the heart Lens Wrapper Brand, what brand?
- 9. If it isn’t: worst case
- 10. “We stand for the human rights of mothers, fathers and children.” Bad case
- 11. Best case
- 12. My army won because they knew what they were fighting for and loved what they knew Oliver Cromwell
- 13. A major strategic competitive advantage
- 14. How do we do it?
- 15. Gaps in service delivery Customer (audiences) Gap A Gap C Gap D Gap B Communications dept/agency Front line staff (volunteers) Directorate
- 16. Who defines the brand? Us: co-producation Customer Their needs and wants Why what we do is special for them What it helps them do Leads the brand Facilitate the process Insight, 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
- 17. What’s our special magic? Urgency Necessity Vital Exciting If we cease to exist, what’s the difference to the world around us?
- 18. Building a brand What 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?
- 19. 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?
- 21. Audience: the main focus What action do we want them to take? What do they currently think about us? To make them act, what do they have to think?
- 22. Focusing on the audience Audience: what action do we want them to take? Our pitch, in one sentence WHAT’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?
- 23. Map the customer journey Delighted (tomorrow) Expected (today) Current (yesterday)
- 24. Reputation is too important to allow mismanagement by someone else.