A Brand for Bolton: Staff presentation


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An alternative take on the branding rollout work we did in Bolton ... this presentation was given to staff to introduce them to the brand and how it would work and their role in making it as effective as possible.

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A Brand for Bolton: Staff presentation

  1. 1. Ronnie Semley Communications and Media Manager A BRAND FOR BOLTON Another Bolton brand presentation, this one giving an overview of the brand and brand usage for staff.
  2. 2. Brand development and positive recognition
  3. 3. Great things about Bolton – what people say <ul><li>We consulted widely before developing the brand with </li></ul><ul><li>people who live, work and visit Bolton. Findings were </li></ul><ul><li>that Bolton has: </li></ul><ul><li>a sense of place and of history </li></ul><ul><li>a history of affluence with a great Victorian heritage </li></ul><ul><li>a tradition of great humour </li></ul><ul><li>inclusive and welcoming people </li></ul><ul><li>ambition for the future </li></ul>
  4. 4. Clear messaging – replacing what we had before
  5. 6. Bolton’s brand values <ul><li>Open </li></ul><ul><li>Friendly/welcoming/inclusive </li></ul><ul><li>Colourful </li></ul><ul><li>Characterful/distinctive/interesting </li></ul><ul><li>Sound </li></ul><ul><li>Decent/reliable/trustworthy </li></ul>
  6. 7. What the brand means for you – an employee of Bolton Council <ul><li>Consistent, clear communications driving positive perceptions </li></ul><ul><li>of our organisation… </li></ul><ul><li>… creating a ‘can-do culture’ – a sense of all pulling in the </li></ul><ul><li>same direction and being part of something important </li></ul><ul><li>A strong, successful brand makes ambassadors of us all </li></ul><ul><li>proud to work for the organisation </li></ul><ul><li>A joined-up approach to communicating means we can </li></ul><ul><li>eliminate duplication of effort and save money </li></ul><ul><li>Working with partners and across departments helps staff to </li></ul><ul><li>develop and broaden knowledge and skills </li></ul>
  7. 8. What the brand means for Bolton people <ul><li>Builds a sense of community ‘The Bolton Family’ </li></ul><ul><li>Brings in the ‘big players’ from industry and commerce </li></ul><ul><li>Creates jobs for local people </li></ul><ul><li>Gives Bolton a strong identity which people relate to and </li></ul><ul><li>want to visit, work, play and learn here </li></ul>
  8. 9. So why have a ‘brand’? <ul><li>1. The brand helps us to communicate strong and positive </li></ul><ul><li>messages to varying audiences … </li></ul><ul><li>Communities </li></ul><ul><li>Children and young people </li></ul><ul><li>Families </li></ul><ul><li>The business community – both inside and outside Bolton </li></ul><ul><li>Partners from private and voluntary sectors </li></ul><ul><li>All forms of media </li></ul><ul><li>Staff </li></ul><ul><li>2. The brand is a stamp of quality </li></ul><ul><li>Using it on buildings, adverts, leaflets, posters etc gives service </li></ul><ul><li>providers an obligation to ensure users and customers have a </li></ul><ul><li>quality experience when dealing with any council service/agent </li></ul>
  9. 10. So why have a ‘brand’? <ul><li>3. The brand creates a sense of ‘place’ </li></ul><ul><li>Togetherness </li></ul><ul><li>Encouraging investment </li></ul><ul><li>Galvanising regeneration </li></ul><ul><li>Enhancing tourism </li></ul>
  10. 11. The brand at work Partners endorse the brand Part of the Bolton Family
  11. 12. Hospitable Bolton
  12. 13. The Bolton brand brings investment/jobs…
  13. 14. … and regeneration
  14. 15. The brand communicates internally and externally
  15. 16. The brand promotes council services…
  16. 17. … and celebrates Bolton's diverse community
  17. 18. Branding consultation and research projects
  18. 19. The Bolton brand is for everyone… Bolton Life! cover here
  19. 20. The Communications and Marketing Agency <ul><li>The council’s Communication and Marketing Agency is the home of </li></ul><ul><li>the brand and we are tasked with ensuring everyone embraces the </li></ul><ul><li>brand essence and values </li></ul><ul><li>We will always endeavour to ensure your departments messages </li></ul><ul><li>are on brand and received at the right time, by the right </li></ul><ul><li>audience, in the right way </li></ul><ul><li>Award winning brand… </li></ul><ul><li>The Communications and Marketing Agency achieving ‘highly commended’ in the category ‘Communicators of the Year’ at the CIPR Awards in 2007. </li></ul><ul><li>The brand won the national ‘Roses Design Award’ in 2006 for best corporate identity, beating the Welsh National Assembly and Scottish ‘six cities’ brands </li></ul>
  20. 21. We‘re here to help you <ul><li>All procurement of design and print is carried out by the </li></ul><ul><li>Agency to ensure… </li></ul><ul><li>economies of scale in buying materials </li></ul><ul><li>the brand is adhered to </li></ul><ul><li>the best methods of getting your service to the right customers </li></ul><ul><li>you benefit from professional advice about the best methods of promotion </li></ul><ul><li>your service gets the best possible profile </li></ul>
  21. 22. <ul><li>The communication and marketing agency will help you with </li></ul><ul><li>anything your department needs to shout about within the council or out </li></ul><ul><li>there across Bolton, including… </li></ul><ul><li>copywriting </li></ul><ul><li>publications </li></ul><ul><li>advertising </li></ul><ul><li>publicity </li></ul><ul><li>press releases and PR </li></ul><ul><li>consultation, research and evaluation </li></ul><ul><li>strategic forward planning </li></ul><ul><li>campaigns </li></ul><ul><li>promotions </li></ul><ul><li>Using various mechanisms and tools: </li></ul><ul><li>electronic </li></ul><ul><li>paper-based </li></ul><ul><li>face-to-face </li></ul><ul><li>promotional activities </li></ul>We’re here to help you
  22. 23. Using the brand in your work Print and Publishing Print and Publishing can help you with your stationery, printing and finishing needs. This includes the production of your Bolton Council business cards, compliment slips and paper. To place your orders contact the print and publishing team via the intranet. Use the Bolton brand link from the intranet to gain access to brand guidelines and templates for your everyday use, together with your contact in the agency.