Powerful or
powerless ?
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 no...
Brand: what you project
Reputation: what sticks
Brand and
reputation
“We stand for the human rights of
mothers, fathers and children.”
Proactive
Active
Passive
Random
Engaging
Resilient
Vulnerable
Asking for it
Brand or bland?
Brand is what people
say about you once
you leave the room
What is brand?
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...
Whose brand
do you admire?
What sucks the
lifeblood out of
a brand?
Speed
Other people’s problems Irritants
Background radiation Killer blows
Potential
severity
Background radiation
14%
17%
42%
14%
9%
2%
Attitudes towards charities and their role
A third (32%) of the public say that...
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...
Other people’s problems...
can become ours
Killer blows
Delayed action
Resilience
“Reforms have changed the
charity ‘beyond recognition’,
driving out people she
values and leaving others
demora...
Irritants
Irritants
…they’re not looking for trouble
…it’s not a story, at worse it becomes a bit
of Twitter-fire that soon burns ou...
bad
Some not so minor
Speed
Other people’s problems Irritants
Background radiation
Amplification
Killer blows
Potential
severity
Association
Esc...
Speed
Other people’s problems Irritants
Background radiation
Amplification
Killer blows
Potential
severity
Association
Dis...
Building a
powerful brand
Brand Audiences
Preferences
Benefit of the doubt
Behaviour
Communication
Products
A truth well told
If you immediately
ceased to exist,
what would the
difference be?
Short term
Long term
Unique
Important
Go for everyone,
get no one
To whom
For what
Audience:
the main focus
What action do we want them to take?
What do they currently think about us?
To make them act, wha...
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 goa...
Focusing on the audience
Audience: what action do we want them to take?
Our pitch, in one sentence
WHAT’s going on in the ...
DREAM
Drop
Retain
Evolve
Acquire
Manage
Getting the credit
for what you do
Reputation is too
important to allow
mismanagement
by someone else.
Developing a brand to support and strengthen your reputation. Keeping your reputation spotless conference, 21 May 2014.
Developing a brand to support and strengthen your reputation. Keeping your reputation spotless conference, 21 May 2014.
Developing a brand to support and strengthen your reputation. Keeping your reputation spotless conference, 21 May 2014.
Developing a brand to support and strengthen your reputation. Keeping your reputation spotless conference, 21 May 2014.
Developing a brand to support and strengthen your reputation. Keeping your reputation spotless conference, 21 May 2014.
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Developing a brand to support and strengthen your reputation. Keeping your reputation spotless conference, 21 May 2014.

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Max du Bois, executive director, Spencer du Bois

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

  1. 1. Powerful or powerless ?
  2. 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. 3. Brand: what you project Reputation: what sticks Brand and reputation
  4. 4. “We stand for the human rights of mothers, fathers and children.”
  5. 5. Proactive Active Passive Random Engaging Resilient Vulnerable Asking for it Brand or bland?
  6. 6. Brand is what people say about you once you leave the room What is brand?
  7. 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. 8. Whose brand do you admire?
  9. 9. What sucks the lifeblood out of a brand?
  10. 10. Speed Other people’s problems Irritants Background radiation Killer blows Potential severity
  11. 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. 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. 13. Other people’s problems... can become ours
  14. 14. Killer blows
  15. 15. Delayed action
  16. 16. Resilience “Reforms have changed the charity ‘beyond recognition’, driving out people she values and leaving others demoralised.”
  17. 17. Irritants
  18. 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. 19. bad
  20. 20. Some not so minor
  21. 21. Speed Other people’s problems Irritants Background radiation Amplification Killer blows Potential severity Association Escalation
  22. 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. 23. Building a powerful brand
  24. 24. Brand Audiences Preferences Benefit of the doubt Behaviour Communication Products
  25. 25. A truth well told
  26. 26. If you immediately ceased to exist, what would the difference be? Short term Long term Unique Important
  27. 27. Go for everyone, get no one To whom For what
  28. 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. 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. 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. 31. DREAM Drop Retain Evolve Acquire Manage
  32. 32. Getting the credit for what you do
  33. 33. Reputation is too important to allow mismanagement by someone else.

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