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Assessing brand

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Grant Imlach, Bowel Cancer UK
Mission Critical: Crafting your communications strategy workshop
www.charitycomms.org.uk

Published in: Business, Health & Medicine
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Assessing brand

  1. 1. Mission Critical: CraftingYour CommunicationsStrategy Workshop30 May 2012 #CommsStrategy
  2. 2. Assessing YourBrand Grant Imlach, Communications Manager
  3. 3.  Bowel Cancer UK – We Can Save Lives: 25th Anniversary Rebranded last September, new website launched in October Bowel Cancer second biggest cancer killer in the UK. The barrier is no-one wants to talk about it. It’s not a breast or a testicular cancer. Main competitor – Beating Bowel Cancer. I have responsibility for brand, PR, media relations, website, social media, print & design, merchandise, advertising, films and photography. I’ve worked for in Comms for RNIB, Age UK, Action for Children, NSPCC
  4. 4.  Our old logo
  5. 5.  Brand & Comms Strategy: Questions for you How many of you are directly responsible for the brand? (It’s part of your work). How many of you are directly responsible for putting together the comms strategy for your organisation? How many of you are involved in some way with the brand? How many of you deliver some or all of the day to day comms work in your organisation?
  6. 6.  Brands typically are made up of various elements, such as: Name: The word or words used to identify a company, product, service, or concept. Logo: The visual trademark that identifies the brand. Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. Or in our case ‘We Can’ Graphics: The dynamic ribbon is a trademarked part of Coca-Colas brand.
  7. 7.  Shapes: The distinctive shapes of the Coca-Cola bottle. Colours: Owens-Corning is the only brand of fiberglass insulation that can be pink. Sounds: A unique tune or set of notes can denote a brand. Intel processors. Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked. Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken. Movements: Lamborghini has trademarked the upward motion of its car doors.
  8. 8.  Your Brand – What you’d like covered? Starting work on a brand positioning comms strategy ensuring integration and buy-in from across the organisation To get a clearer picture of how to assess brand position Branding issues, importance of logos, celebs, good PR tips Any others?
  9. 9.  BREAK OUT SESSION ON BRAND Let’s get into groups and share our experiences What are your burning issues? What do you need help and support with? What can you pass on? Come back and share with the room about what’s been talked about, the successes, the challenges and any pearls of wisdom that we can all take away.
  10. 10.  Your Communications Strategy Statement of intent Current situation – PEST, SWOT, Competitor analysis Organisational Objectives (inc. depts objectives) - SMART Communications Objectives Audiences & stakeholders Messages
  11. 11.  Your Communications Strategy Key communication methods - tools and activities (what’s the messages and what tools are you going to use) Resources Overall timescales Evaluation and re-evaluation Work plan (with detailed activities and timings)
  12. 12.  Your Other Strategies (these flow from overall Comms strategy): Social media strategy Website strategy PR strategy Media relations strategy Marketing strategy
  13. 13.  What you’d like covered? Check I’m on track with it as it’s currently in development reflect and refine existing communications strategy - identify any gaps / weaknesses and develop plans to address. Learning from best practice - particularly, practical tools that can be implemented within my organisation. About to start developing or in the middle of developing the strategy Want a future proof and measurable strategy Training to support hospices in this area
  14. 14.  What you’d like covered? Hoping to improve our existing strategy To discover ways of making our organisation appear more appealing to funders/general public Ensure integration of the comms strategy across the organisation and how staff will implement it
  15. 15.  What you’d like covered? how to make a strategy live so that it has a real effect on how you and others work as so often they dont how to measure effectiveness/change resulting from it in a way that is as low cost/resource as possible how to manage internal demand and get internal buy-in to what you are doing because a good strategy should perhaps also be explicit in terms of what you are going to do less of or better
  16. 16.  What you’d like covered? Recommended books for further reading How to communicate strategy with membership - especially when theyre so used to the he who shouts loudest wins approach in the past Measuring reach and outcomes on a small scale - evaluating and adapting your strategy.
  17. 17.  BREAK OUT SESSION ON COMMS STRATEGY Let’s get into groups and share our experiences What are your burning issues? What do you need help and support with? What can you pass on? Come back and share with the room about what’s been talked about, the successes, the challenges and any pearls of wisdom that we can all take away.

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