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Making your brand work


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Jacqui Kean, Diabetes UK
Mission Critical: Crafting your communications strategy workshop

Published in: Health & Medicine, Business
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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
  14. 14. THANK YOU