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Developing a brand to support and strengthen your reputation. Keeping your reputation spotless conference, 21 May 2014.


Max du Bois, executive director, Spencer du Bois

Max du Bois, executive director, Spencer du Bois

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  • 1. Powerful or powerless ?
  • 2. Do ten things right and they don’t notice, do one thing wrong and they certainly do. It’s our job to get the ten things noticed to bury that one.
  • 3. Brand: what you project Reputation: what sticks Brand and reputation
  • 4. “We stand for the human rights of mothers, fathers and children.”
  • 5. Proactive Active Passive Random Engaging Resilient Vulnerable Asking for it Brand or bland?
  • 6. Brand is what people say about you once you leave the room What is brand?
  • 7. What brand does Brand is a way of building and using your reputation to persuade people to act in a way that will help you achieve your goals
  • 8. Whose brand do you admire?
  • 9. What sucks the lifeblood out of a brand?
  • 10. Speed Other people’s problems Irritants Background radiation Killer blows Potential severity
  • 11. Background radiation 14% 17% 42% 14% 9% 2% Attitudes towards charities and their role A third (32%) of the public say that their views towards charities have become more positive in the last three years, compared with a quarter (23%) whose view has become more negative: a positive balance of nine percentage points. Figure 1: Perceptions of the sector Thinking back over the past 3 years would you say in general your views towards charities have become… Base: 1,035 GB adults surveyed in January 2014 This is indicative of a positive trend which is consistent with other research, including by the Charity Commission and Ipsos MORI, which showed an increase in trust since 2005. ‘Public trust and confidence in charities remains high, with the mean score for trust being in line with previous years at 6.7 [out of 10]. Charities are still one of the Don’t know A lot more positive A little more positive Neither/nor A little more negative A lot more negative
  • 12. 42% “We can’t – and shouldn’t – compete with salaries in the private sector but we need to pay enough to ensure we get the best people to help our work to stop children dying needless deaths” (Save the Children)
  • 13. Other people’s problems... can become ours
  • 14. Killer blows
  • 15. Delayed action
  • 16. Resilience “Reforms have changed the charity ‘beyond recognition’, driving out people she values and leaving others demoralised.”
  • 17. Irritants
  • 18. Irritants …they’re not looking for trouble …it’s not a story, at worse it becomes a bit of Twitter-fire that soon burns out or gets lost somewhere (in the newspaper) …and it gives us a chance to respond and tell the story about what we do… …but you’d never guess that from the time I have to spend internally…
  • 19. bad
  • 20. Some not so minor
  • 21. Speed Other people’s problems Irritants Background radiation Amplification Killer blows Potential severity Association Escalation
  • 22. Speed Other people’s problems Irritants Background radiation Amplification Killer blows Potential severity Association Distances Bulkheads Dilutes Escalation The effect of a powerful brand
  • 23. Building a powerful brand
  • 24. Brand Audiences Preferences Benefit of the doubt Behaviour Communication Products
  • 25. A truth well told
  • 26. If you immediately ceased to exist, what would the difference be? Short term Long term Unique Important
  • 27. Go for everyone, get no one To whom For what
  • 28. 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?
  • 29. 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?
  • 30. 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?
  • 31. DREAM Drop Retain Evolve Acquire Manage
  • 32. Getting the credit for what you do
  • 33. Reputation is too important to allow mismanagement by someone else.