29. “I have a dream that my
four little children will
one day live in a nation
where they will not be
judged by the colour of
their skin, but by the
content of their
character.”
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30. To be the Earth’s favourite
little food company.
While that might sound a
little far fetched to some
people, a wise chap once said
‘We are limited not by our
abilities but by our vision.’
Which is why we’ve made
ours so big.
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31. Check list
Is it optimistic?
Is it a powerful motivator?
Does it describe your ideal future?
Does it reflect the impact you want to
have on society?
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42. Checklist
Does it outline your purpose?
Does it define what drives you?
Does it reveal your passions?
Can it drive the day to day running of your business?
Does it feel like a big movement?
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43. What are your unique Talents?
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44. Reflect on your life and
identify five high points
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45. What talents was I using?
How was I using it?
Where?
Who was I with?
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46. What are your core values?
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49. Knowing your values can
help you decide how to
apply your talents and
build a fulfilling career
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50. The strongest brands are
built by people doing what
they love, in a situation
that is compatible with
their values
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51. 3 step process
1. Give your value a memorable name
2. Create a short explanation
3. Outline how it is brought to life in day
to day activities
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52. They have one core principle, around which they make all their decisions
Create a business we can be proud of
They then break this down into four values, each reflecting what they are, how they do things, and where they increasingly want
to be:
Be natural
We want to make 100% natural, delicious, healthy stuff, 100% of the time. For us, being natural is also about keeping it human and putting
people first. We want to treat others, especially our drinkers, as we’d like to be treated ourselves.
Be entrepreneurial
innocent began as a small, entrepreneurial company, and nothing much has changed. We chase every opportunity and try to be as responsive
as we can - to our consumers, our customers, and to opportunities in the market. We want to be creative and challenge the status quo. We
want to do what we do better than anyone else, and have fun doing it.
Be commercial
We are a commercial business and so creating growth and profit for us and our customers is central to what we do and why we
are here. We need to be tough, but at the same time fair. We need to think clearly, act decisively and keep the main thing the main thing.
Be generous
With our feedback for others, with our time when coaching others, with rewards when people deliver, and with our charitable support.
It’s that simple
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53. Start by identifying your
values
These are often the
qualities that you admire in
others
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54. How will you project them?
Being true to your values
makes you authentic and
helps you to stand out
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55. Checklist
Can it help you to be distinctive?
Is it relevant to your brand?
Is it compelling?
Is it meaningful to your Clients?
Can it be brought to life in behaviour?
Would you fight to ensure it’s upheld?
Jacqueline@brand-camp.com