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Brand Presentation

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  • The thread that pulls all our communications – from speeches to proposals -togetherOUR COMMUNICATION CORECaptures what we do and must be used in all communications, if only in senseUndaunted – about not shying away from challengesDetermined – use our knowledge to do what we know needs to be doneMedical expertise – our USPToughest places – captures fragile states in a consumer friendly, digestible wayWe stay – crucial and our one and only point of difference. Says health system strengthening without ever having to say HSS. Which is a good thing as no one knows what HSS is...Core of how we work and why – ties to strategy and values
  • This is about the way we communicate, the attitude, tone of voice and images – how we present ourselves. Should also reflect the culture of the organisation, each team and department so we have to communicate this.
  • For example
  • It’s about not being held back, even when the timeline is too short and we are coming across internal barriers, though we needed to respond to the agenda taking place in the public. Would have been far easier not to do this internally and there was a fair bit of negativity but we carried on!
  • How will you talk the brand with your teams, will help with culture change in the organisation
  • What we look like – medical experts, health, frontline, emergency, toughest places etc
  • Need to become more corporate and obvious that it is us talking, beginning of the processComms team do not have resources to offer much more than responsive support
  • JWT...etcGo back to your teams and talk about the brand in terms of what it means for them, for you, for decision making.We will run this induction for all teams over the next month
  • Transcript

    • 1. Bringing the brand to life
    • 2. Quick recap
      New visual identity launched in January
      Drive to become a more robust, consumer-facing brand, founded in need to raise significant volumes of voluntary income
      Our job now is to make the brand come to life, to use it so we inspire, unite our teams and foster a collective sense of what it means to be Merlin
    • 3. Identity basics - strapline
      Medical experts on the frontline
      We work in the toughest places
      We bring medical expertise to vulnerable communities
      Our frontline is anywhere we find need, from neglected maternal health services to the chronic shortage of health workers
    • 4. Identity basics - icons
      Incisive, fast, frontline rebuilding delivering emergency Hands-on, training
      lasting medical aid mother & child
      effective
      investing
      NOTE:
      Never use the tap or cross in isolation
      Undaunted medical aid rehydration
      Vitalising health care safe water
    • 5. Undaunted and determined, Merlin saves lives. We deliver medical expertise to the toughest places. And we stay to help build lasting health care.
    • 6. What does being determined and undaunted mean?
    • 7. For comms/campaigns
      GAVI pledging conference
      Global conference in London sponsored by DFID
      No current policy/previous experience of speaking out on vaccines
      Significant campaigning by other NGOs to meet funding gap
      Distinct opportunity to promote Merlin message on fragile states
    • 8. Result?
      Opinion-led press release, based on research by comms - slightly critical of DFID, led by comms, led to pick up
      360 approach on web and through media
      Linda on Channel 4 and BBC (also print media)
      Timely, immediate, responding to the agenda
      Secured our presence at a conference that wasn’t even in our mutual calendars
      Evaluation on how to improve process in the future
    • 9. What does being determined and undaunted mean for you/your teams?
    • 10.
    • 11. Materials you and your team can use
      Posters
      Action cards
      Folders
      Banners
      Pop ups
    • 12. What now?
    • 13. Follow us on Twitter:@MerlinUK
      Find out more about our work now:
      www.merlin.org.uk