Crystallising your vision, mission and values

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Crystallising your vision, mission and values

  1. 1. VISIONMISSION& VALUESDan Dufour, Senior Brand PlannerThe Good Agencydan.dufour@thegoodagency.co.ukwww.thegoodagency.co.uk
  2. 2. A little bit about me…Dan Dufour, Senior Brand PlannerThe Good Agencydan.dufour@thegoodagency.co.ukwww.thegoodagency.co.uk
  3. 3. Match the vision with the brandThe Earth’s Favourite Little Healthy Food andDrinks Company
  4. 4. Match the vision with the brandThe Earth’s Favourite Little Healthy Food andDrinks Company
  5. 5. Match the vision with the brand“To bring inspiration and innovation to everyathlete*in the world”* If you have a body, you are an athlete.
  6. 6. Match the vision with the brand“To bring inspiration and innovation to everyathlete*in the world”* If you have a body, you are an athlete.
  7. 7. Match the vision with the brand"Our vision is to be earths most customer centriccompany; to build a place where people can cometo find and discover anything they might want tobuy online."
  8. 8. Match the vision with the brand"Our vision is to be earths most customer centriccompany; to build a place where people can cometo find and discover anything they might want tobuy online."
  9. 9. Match the vision with the brand"To be the company that best understands andsatisfies the product, service and self-fulfilmentneeds of women - globally."
  10. 10. Match the vision with the brand"To be the company that best understands andsatisfies the product, service and self-fulfilmentneeds of women - globally."
  11. 11. Match the vision with the brandTo end cruelty to children in the UK.
  12. 12. Match the vision with the brandCruelty to children must stop. Full Stop
  13. 13. Match the vision with the brandWe believe that everybody needs a home ina place they can thrive. Our work won’t stop untilthere is a home for everyone.
  14. 14. Match the vision with the brand
  15. 15. Match the vision with the brandA just world free from poverty.
  16. 16. Match the vision with the brandA just world free from poverty.
  17. 17. FreedomHumanRights
  18. 18. FreedomHumanRights
  19. 19. PerformanceAt our heart is a focus on performance that earns us the right to grow.InnovativeWe are innovative, behaving in a way which takes full advantage of the rapiddevelopment and application of know-how, including new ideas, processes andknowledge.ProgressiveWe will be a company that never stands still, a company with a dynamicleadership continually searching for new ideas and better ways of doing things,a company that is open, inclusive and diverse.GreenWe will be an environmental leader, demonstrating social responsibility in allthat we do and a concern for the environment in its broadest sense.
  20. 20. PerformanceAt our heart is a focus on performance that earns us the right to grow.InnovativeWe are innovative, behaving in a way which takes full advantage of the rapiddevelopment and application of know-how, including new ideas, processes andknowledge.ProgressiveWe will be a company that never stands still, a company with a dynamicleadership continually searching for new ideas and better ways of doing things,a company that is open, inclusive and diverse.GreenWe will be an environmental leader, demonstrating social responsibility in allthat we do and a concern for the environment in its broadest sense.
  21. 21. Products and services EnvironmentThe brand axisBehaviour Communications
  22. 22. An essence distinguishes the brand HOPE ACTION HAPPY SAFETY FREEDOM INDULGENCE
  23. 23. What is a brand?A brand is a set of ideas, images and associations that people carryaround in their heads about companies, products, services or evencharities. In other words it is an expression of who you are andwhat you do, as well as what you say and how you look. “A brand is the space you occupy in someones’ mind” Anita Roddick
  24. 24. Tone of Voice Photography & IllustrationPositioningStatement Typography Strapline Colours Name Logo Verbal identity Visual identity Values Mission Vision
  25. 25. The elements that make up a brand platform Vision Values Mission Purpose Proposition Promise Personality Positioning Essence Behaviours
  26. 26. Brand models
  27. 27. The elements that make up a brand platformVision:Your reason for being, based on recognised and unrecognised customer needs and desires.An audacious statement, the vision articulates the brand’s aspirations, frames its long-termambitions and essentially captures its point of view on the world.Mission:A statement that describes how the vision can be accomplished, embodying practical businessgoals. It is ambitious yet achievable over time, and generally reassessed as markets changeand the company grows.Values:The tenets that guide an organisation’s relationships - with employees, consumers, the mediaand so on – thereby capturing the spirit of the brand and reinforcing the vision and mission.In the same way that individuals’ morals and ethics form their behaviour, core values, remainconstant in the face of changing marketing strategies.The Economist: Brands and Branding, Rita Clifton and John Simmons, 2003
  28. 28. The elements that make up a brand platformVision:A sentence that sums up what the organisation is trying to create, even if it cannot achieve thattask single-handed.Mission:The way or ways the organisation will achieve its vision, or its particular part in achieving thevision.Values:The principles that underline the organisation’s way of working or achieving its goal.Joe Saxton, Polishing the diamond, nfp synergy, 2002
  29. 29. The elements that make up a brand platformVision: A sentence that sums up what the organisation is striving to achieve. Its long-termambition.Mission: The way or ways the organisation will achieve its vision.Values: The principles that direct the organisation’s way of working and communicating.ORValues: The principles that direct the organisation’s way of working (behaviour)Personality: The principles that direct the way the organisation communicates (visual identityand tone of voice)Dan Dufour, Senior Brand Planner, The Good Agency
  30. 30. ChecklistVision:• Short – ideally one line – and aspirational Your brand platform should be:Mission:• A “summary” of the core things that you do and • True that won’t change significantly over time • Easy to understand• It doesn’t have to include all your strategic goals • MemorableValues: • Aspirational • DifferentiatingExternally• Used to guide your communication and the wayyou present yourselves• The lynchpin of tone of voice• Conveyed in your look and feelInternally• What you stand for• Used to guide behaviour, particularly decision- making• Embedded in HR processes• Used to engage and inspire staff
  31. 31. How do you find them?Vision and Mission:• Look back at history• Look ahead and at the corporate strategy• Interview the Chief Executive, Chairman, Directors and Trustees• In-depth interviews and/or workshops• “How would you describe our long-term goal?” What are we ultimately trying to achieve? “Why do we exist””• Don’t forget to look at your competitors for differentiationValues:• Interview the Chief Executive, Chairman, Directors and Trustees• “What values are important to us” “What traits and qualities make us unique”• 3 words for today and 3 words for the charity of the future (tomorrow)• Staff workshops• Don’t forget to look at the competition again to make sure the values are distinctive
  32. 32. How do you use them? Vision, Mission & Values (Linked to the Corporate Strategy) Visual and Verbal Identity Communications, Environments, Products/Services, Behaviour HR Services Policy Comms Fundraising Campaigns
  33. 33. How do you use them? Vision, Mission & Values (Linked to the Corporate Strategy) Visual and Verbal Identity Communications, Environments, Products/Services, Behaviour HR Services Policy Comms Fundraising Campaigns “Case for support”
  34. 34. We asked people what three wordsthey would used to describe thecharity today…1/ Informative Passive Distant Complacent Clumsy2/ Supportive Disparate Bureaucratic Old-fashioned White middle3/ Friendly Traditional class Conservative Cautious
  35. 35. And what three words they would useto describe the charity they would liketo see of the future…1/ Informative Unified Coherent Well-known Warm2/ Supportive Efficient Positive Bold Hope3/ Friendly Modern Empowering Dynamic Cure Innovative Progressive Pioneering
  36. 36. Parkinson’s UKVision: To find a cure, and improve life for everyone affected by Parkinson’s.Core values (the way we work):• We listen: Everything we do is based on the experiences of people with Parkinson’s.• We focus: We deliver results and make the most of our resources.• We inspire: Our energy and determination inspire those around us.• We innovate: We are forward-thinking, always seeking to improve.• We’re united: We work together as one organisation united behind a shared vision.Brand values (the way we communicate):Short: We get to the point. We say what we think.Simple: We use friendly conversational language.Bold: We stand out from the crowd.Bright: We’re lively, positive and upbeat.Human: Our personality shines through.
  37. 37. Results• 96% staff agree the charity now has a clear vision for the future (compared to just 30% before)• 72% members believe the new brand will help the charity achieve its goals• 11% increase in average donation• 32% increase in direct mail response• 5% ahead of fundraising target for year (after six months)• 74% branches adopted the new brand in the first month• Unsolicited donations up by an average of £150,000 a month
  38. 38. Homework: Brand Planning Tool Your Vision ultimate ambition Mission How you will achieve your vision Values The qualities that make you unique Personality The way you express yourself Essence What is at your heart and soul Killer facts What are the things you really want people to remember about your charity
  39. 39. Homework: Brand Planning Tool Vision Mission Values Personality Essence Killer facts
  40. 40. Vision:We believe that everybody needs a home in a place they can thrive. Our work won’t stop untilthere is a home for everyone.Mission:We help people to find and keep a home in a place where they can thrive, and tackle the rootcauses of bad housing by campaigning for new laws, policies, and solutions.Values:Were approachable: Shelter is a lifeline for anyone who is homeless or suffering in badhousing. If you’re faced with losing your home, we’ll do everything we can to help you keep asecure roof over your head.We challenge: Home is a basic human need. In our affluent nation, everyone should have ahome, and Shelter is challenging the people in power to make that vision a reality, throughtenacious lobbying, persuasive research and policy reports, and high-profile public campaigns.Were enterprising: Shelter strives to get the most out of every penny it spends. We’re proud tojoin forces with like-minded organisations, to share our ideas, and develop creative ways oftackling housing need.
  41. 41. Our visionIs a world in which every child attains the right to survival, protection, development andparticipation.Our missionIs to inspire breakthroughs in the way the world treats children, and to achieve immediate andlasting change in their lives.Our values:We’re outraged by child exploitation, neglect and suffering. We demand justice for the world’spoorest and most vulnerable children.We’re ambitious about achieving dramatic change for children, and we’re determined todeliver it. We never give in to those who think big changes are impossible.We’re creative. We’re always looking for new and better ways to help children, drawing ondifferent perspectives and experiences around the world – especially those of childrenthemselves. We’re not afraid to provoke and surprise people if it gets the job done.We keep our promises to children, to our supporters and partners, and to each other. Wework hard to earn their trust, and we take responsibility for everything we say and do.
  42. 42. Our purpose:Greenpeace is an independent global campaigning organisation that acts to change attitudesand behaviour, to protect and conserve the environment and to promote peace by:• Investigating, exposing and confronting environmental abuse• Challenging the political and economic power of those who can effect change• Driving environmentally responsible and socially just solutions that offer hope for this and future generations• Inspiring people to take responsibility for the planetWhat we believe in:Non-violence: Core to our roots is the principle of peaceful action. We avoid violence evenwhen our acts are seen as provocative.Confrontation: We believe in creative confrontation. By challenging ideas and behaviour webelieve we can move people and organisations.Independence: Greenpeace is supported by individuals. By not accepting funds from politicalparties, governments or corporations, we maintain our independence.The power of acting together: We believe in the power of the many. The future of theenvironment rests with the millions of people around the world who share our beliefs. Togetherwe can tackle environmental problems and promote solutions.Overarching brand idea: Inspiring ActionPage 93, Living the Brand, Nicholas Ind
  43. 43. Questions?Dan Dufour, Senior Brand PlannerThe Good Agencydan.dufour@thegoodagency.co.ukwww.thegoodagency.co.uk

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