Building brand presentation

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How do you build an NGO brand to allow you to achieve your social purpose. We look at what a brand is and is not. The steps to building a brand personality and some case studies

Published in: Business

Building brand presentation

  1. 1. Building your BRAND Suzanne FellayStrategic Communication Director
  2. 2. A strong partner Head of communication and fundraising at Handicap International Switzerland (2004 - 2006)
  3. 3. A strong partner Opening mind journey, starting with some fundamentals
  4. 4. A strong partner notA brand is a logo
  5. 5. A strong partnerA brand isnot an identity
  6. 6. A strong partnerA brand isnot a product or service
  7. 7. A strong partnerA brand isnot a mission, a promise or a statement
  8. 8. A strong partnerA brand isnot advertising
  9. 9. A strong partner What exactly is a brand ?
  10. 10. the strong partner A healthcare field (corporate and institutions) © NEUTRONLLC
  11. 11. the strong partner A healthcare field (corporate and institutions) Simplicity and design are the ultimate sophistication
  12. 12. A strong partner A brand is not what you say it is.
  13. 13. A strong partner A brand is what they say it is.
  14. 14. A strong partner Everyday, people take hundreds of decisions based more on how they feel than on logic.
  15. 15. the strong partner A healthcare field (corporate and institutions) © NEUTRONLLC
  16. 16. A strong partner TRUST
  17. 17. A strong partner © NEUTRONLLC
  18. 18. A strong partner Any brand can be charismatic, even YOURS.
  19. 19. A strong partner
  20. 20. A strong partner 1. DIFFERENCIATE
  21. 21. A strong partner Your brand personalityUnique = positioningIntangible = perceptionSingle-minded = descriptionMotivating = experienceMeaningful = evidenceConsistent = recognitionAuthentic = credibleSustainable = no changeScalable = growth
  22. 22. A strong partner © PAUL ISAKSON
  23. 23. A strong partner 2. FOCUS
  24. 24. A strong partner © NEUTRONLLC
  25. 25. The focus partnerA strong test1. Who are you _______________________________2. What do you do ____________________________3. Why does it matter __________________________
  26. 26. A strong partnerPorsche yesterday = sport cars Focused
  27. 27. Porsche today = sport cars + SUV Focused ?
  28. 28. A strong partner 3. SHARE
  29. 29. A strong partner © NEUTRONLLC
  30. 30. A strong partner © PAUL ISAKSON
  31. 31. A strong partner A great brand is a GREAT STORY to share
  32. 32. A strong partner Stop campaigning, start committing.
  33. 33. A strong partner © PAUL ISAKSON
  34. 34. A strong partner © PAUL ISAKSON
  35. 35. A strong partner
  36. 36. A strong partner
  37. 37. A strong partner Start looking at your marketing as a progressive story instead of regular campaigns.
  38. 38. A strong partner Forget about controlling the message.
  39. 39. A strong partner Brand communication model: from monologue to dialogue. Are you ready?
  40. 40. A strong partner © TORSTEN HENNING HENSEL
  41. 41. A strong partner © TORSTEN HENNING HENSEL
  42. 42. A strong partner In the age of conversation, attention is becoming key © TORSTEN HENNING HENSEL
  43. 43. A strong partner Become a facilitator: offerindividuals a platform where they can get active themselves
  44. 44. A strong partner Follow what people say about you, it can be your next story © TORSTEN HENNING HENSEL
  45. 45. A strong partner The whole world can see what you do and can support you
  46. 46. A strong partner Organize your messages
  47. 47. A strong partner Time for a great and successful case, isn’t it?
  48. 48. A strong partner
  49. 49. A strong partner © TORSTEN HENNING HENSEL
  50. 50. A strong partner © TORSTEN HENNING HENSEL
  51. 51. A strong partner © TORSTEN HENNING HENSEL
  52. 52. A strong partner © TORSTEN HENNING HENSEL
  53. 53. A strong partner © TORSTEN HENNING HENSEL
  54. 54. A strong partner Commitment creates brand loyalists
  55. 55. Thank you.Any question?

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