Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Making your brand work

1,455 views

Published on

Jacqui Kean, Diabetes UK
Mission Critical: Crafting your communications strategy workshop
www.charitycomms.org.uk

Published in: Health & Medicine, Business
  • Discover How Thousands of Men and Women Worldwide Have Already Used The Reverse Diabetes Today™ System To Lower Blood Sugar To Normal And Safely Reverse Their Type 2 Diabetes Without Drugs or Insulin. ♣♣♣ https://bit.ly/2swQ6OO
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Making your brand work

  1. 1. Mission Critical: CraftingYour CommunicationsStrategy Workshop30 May 2012 #CommsStrategy
  2. 2. TOP TIPS FORMAKING YOURBRAND WORKJacqui Kean, Head of Marketing
  3. 3. 1 February 2012 – Out with the pink in with the blue
  4. 4. Top tip 1 Position the brand as a key tool in your business strategy “Diabetes is fast becoming the most urgent and challenging public health issue of our time. A tough challenge needs a strong brand. We have a new brand that clearly communicates who we are and what we do, and I believe that it will help to improve the impact of our work.” Barbara Young, Chief Executive Diabetes UK
  5. 5. Top tip 2Embed the values throughout the organisation User Research Campaigning Engagement involvement and policy Fundraising Partnerships Media Membership coverage offer Empowering Advertising Care and Values support Influential Appeals Conferences and events Expert Radical Behaviours Dynamism Collaboration Accountability Competencies: Knowledge + skills + personal attributes
  6. 6. Top tip 3Mobilise enthusiastic ambassadors Richard Lane, President Sam Morris, Volunteer Development Officer Eastern regionDebbie Shearring, volunteer
  7. 7. Top tip 4Be a partner not a policeman
  8. 8. Top tip 4Be a partner not a policeman
  9. 9. Top tip 5 Evaluate consistently over timewith charities versus favourability towards them
  10. 10. Top tip 5 Evaluate consistently over time % prompted and unprompted familiaritywith90 charities versus favourability towards them 80 70 60 50 40 30 20 10 0 60 70 80 90 100 Net favourability score Base: All who are familiar from total sample of 2,015
  11. 11. Top Tips1. Position the brand as a key tool in your business strategy2. Get everyone in the organisation to live and breathe the values3. Recruit enthusiastic ambassadors4. Be a partner not a policeman5. Evaluate over time
  12. 12. “The brand is the most important and sustainable asset of any organisation – whether a product, or service based corporation or a not for profit concern – and it should be the central organising principle behind every decision and every action.” Rita Clifton, CEO Interbrand
  13. 13. ANYQUESTIONS?
  14. 14. THANK YOU

×