Alexander Scott, brand and content consultant
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Starting up a business has many challenges and demands. This paper from Swystun Communications provides ways and examples for how branding can better ensure success if the focus is there from the start.
Brands That Do: Building Behavior Brands
by Susan Machtiger and Jaime Prieto
The importance and meaning of brands is in a state of turbulence. We live in a fragmented media world amidst unprecedented consumer control and content overload. It has become apparent that those brands that do not matter to consumers will soon fade into absolute irrelevance. So, what matters to consumers? How brands behave. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers. Most companies need to rethink how they build and care for their brands. This Red Paper shows them how.
Brands That Do: Building Enterprise BusinessS_HIFT
Over 75 percent of brands are so meaningless to consumers that they may as well not be there. They are brands that are of no consequence — just names on products or services.
There is hope. Our research found that brands around the world matter in different ways than they did before. People want brands that act, that help, that do. Consumers are sending a very clear message that challenges every part of a business — from finances to operations to marketing. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers.
Starting up a business has many challenges and demands. This paper from Swystun Communications provides ways and examples for how branding can better ensure success if the focus is there from the start.
Brands That Do: Building Behavior Brands
by Susan Machtiger and Jaime Prieto
The importance and meaning of brands is in a state of turbulence. We live in a fragmented media world amidst unprecedented consumer control and content overload. It has become apparent that those brands that do not matter to consumers will soon fade into absolute irrelevance. So, what matters to consumers? How brands behave. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers. Most companies need to rethink how they build and care for their brands. This Red Paper shows them how.
Brands That Do: Building Enterprise BusinessS_HIFT
Over 75 percent of brands are so meaningless to consumers that they may as well not be there. They are brands that are of no consequence — just names on products or services.
There is hope. Our research found that brands around the world matter in different ways than they did before. People want brands that act, that help, that do. Consumers are sending a very clear message that challenges every part of a business — from finances to operations to marketing. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers.
As part of an assignment, here is a book concise of "Personality not included" by Rohit Bhargava. This doc would go well with the presentation ppt that I have uploaded on the same topic.
This ebook is a collaboration between myself and Rohit Bhargava for Incite Marketing and Communications.
It features
1) 15 key findings from the Incite Summit East - which happened in NYC in September 2013 (including detail on customer-centric approaches, storytelling, internal social media guidelines, personalization of marketing, and innovation
2) The top 5 Tweets from the Summit
3) 7 pieces of advice from some of the leading speakers at the Summit, including C-suite representatives from L'Oreal USA, Chobani and MetLife
For more on the Incite Summit East, visit www.incitemc.com/east
A collection of findings from the Incite Summit, held in NYC on September 18 - 19.
The Incite Summit helps large brands do innovative marketing and communications. This event focused on customer-centricity, multi-channel, big data, measurement and more.
Featuring insights from brands like Lenovo, L'Oreal, Chobani, MetLife, StubHub, Whole Foods, Smirnoff, Aflac, MolsonCoors, Mastercard, Pfizer and more.
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
Philadelphia Fashion Incubator Presentation May 2018David Hitt
A fun collaborative discussion about what branding looks like in 2018. We take a look at yesterday and today and compare the methods, messaging and strategies pertaining to the world of fashion.
A brand is not your logo. A brand is not your identity. A brand is not a product.
A brand is a person’s gut feeling about a product, service, or organization. Brands are now defined by individuals, not companies or markets. It’s a gut feeling because people are emotional, intuitive beings and make decisions based upon those feelings. So, it’s not what you say it is, it’s what they say it is.
Promote It! You’ve developed a valuable product or service but the people who...Mary Lee Gannon
You’ve developed a valuable product or service but the people who need it don’t know about it. What now? Promote It! will show you tips to create strong promotional programs by making your communications a two way dialogue. Learn how to create press releases, increase sales and media
attention, build social networks, your brand, and your niche. It's all in your story.
Brand communications in a crisis: a framework for Covid-19Amy Brown
Many brands are turning off the lights or choosing to say not much at all; don't go that route. Here is a simple set of rules, framework and examples to follow, along with a collection of resources. Created by Phoenix Brand Strategy, March 2020.
Branding - Creating a personality for your product!Bettina Grr
What is branding and why is it so important?
During the presentation you will find out how to create a personality for your product, service or company. A brand is the promise you make to your users. Follow these five groundrules to uncover or create your brand:
1. Your brand sets you apart.
2. Your brand is ingrained in all your company.
3. Your brand is who you are.
4. Your brand is the connection to your audience.
5. Your brand gives you loyalty.
Attraction is a Beautiful Thing
Whether it’s a business or a non-profit, your goal as a leader is to build, transform, and elevate your brand—so that you can attract attention, create buzz, nurture a preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths about your organization, interlace them with your audiences’ perspectives, and use that knowledge to create a smart and fearless presence that changes minds and inspires action.
How your organisations culture defines your brand Margo Cashman
How the relationship between brands and the organisations they represents, exploring how the alignment of brand and culture drives credibility and trust.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
The science behind fake news and misinformation: lessons for effective charit...CharityComms
Dr Andreas Kappes, lecturer, City, University of London
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
How to find the heart of your story and truly connect with your audienceCharityComms
Stephen Follows, creative director, Catsnake
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
More Related Content
Similar to Big brand thinking for small charities - Small charities communications conference, 11 July 2018
As part of an assignment, here is a book concise of "Personality not included" by Rohit Bhargava. This doc would go well with the presentation ppt that I have uploaded on the same topic.
This ebook is a collaboration between myself and Rohit Bhargava for Incite Marketing and Communications.
It features
1) 15 key findings from the Incite Summit East - which happened in NYC in September 2013 (including detail on customer-centric approaches, storytelling, internal social media guidelines, personalization of marketing, and innovation
2) The top 5 Tweets from the Summit
3) 7 pieces of advice from some of the leading speakers at the Summit, including C-suite representatives from L'Oreal USA, Chobani and MetLife
For more on the Incite Summit East, visit www.incitemc.com/east
A collection of findings from the Incite Summit, held in NYC on September 18 - 19.
The Incite Summit helps large brands do innovative marketing and communications. This event focused on customer-centricity, multi-channel, big data, measurement and more.
Featuring insights from brands like Lenovo, L'Oreal, Chobani, MetLife, StubHub, Whole Foods, Smirnoff, Aflac, MolsonCoors, Mastercard, Pfizer and more.
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
Philadelphia Fashion Incubator Presentation May 2018David Hitt
A fun collaborative discussion about what branding looks like in 2018. We take a look at yesterday and today and compare the methods, messaging and strategies pertaining to the world of fashion.
A brand is not your logo. A brand is not your identity. A brand is not a product.
A brand is a person’s gut feeling about a product, service, or organization. Brands are now defined by individuals, not companies or markets. It’s a gut feeling because people are emotional, intuitive beings and make decisions based upon those feelings. So, it’s not what you say it is, it’s what they say it is.
Promote It! You’ve developed a valuable product or service but the people who...Mary Lee Gannon
You’ve developed a valuable product or service but the people who need it don’t know about it. What now? Promote It! will show you tips to create strong promotional programs by making your communications a two way dialogue. Learn how to create press releases, increase sales and media
attention, build social networks, your brand, and your niche. It's all in your story.
Brand communications in a crisis: a framework for Covid-19Amy Brown
Many brands are turning off the lights or choosing to say not much at all; don't go that route. Here is a simple set of rules, framework and examples to follow, along with a collection of resources. Created by Phoenix Brand Strategy, March 2020.
Branding - Creating a personality for your product!Bettina Grr
What is branding and why is it so important?
During the presentation you will find out how to create a personality for your product, service or company. A brand is the promise you make to your users. Follow these five groundrules to uncover or create your brand:
1. Your brand sets you apart.
2. Your brand is ingrained in all your company.
3. Your brand is who you are.
4. Your brand is the connection to your audience.
5. Your brand gives you loyalty.
Attraction is a Beautiful Thing
Whether it’s a business or a non-profit, your goal as a leader is to build, transform, and elevate your brand—so that you can attract attention, create buzz, nurture a preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths about your organization, interlace them with your audiences’ perspectives, and use that knowledge to create a smart and fearless presence that changes minds and inspires action.
How your organisations culture defines your brand Margo Cashman
How the relationship between brands and the organisations they represents, exploring how the alignment of brand and culture drives credibility and trust.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
Similar to Big brand thinking for small charities - Small charities communications conference, 11 July 2018 (20)
The science behind fake news and misinformation: lessons for effective charit...CharityComms
Dr Andreas Kappes, lecturer, City, University of London
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
How to find the heart of your story and truly connect with your audienceCharityComms
Stephen Follows, creative director, Catsnake
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Testing stories in the real world: a case study breakdown with Unicef and Cat...CharityComms
Stephen Follows, creative director, Catsnake and Madhu Parthasarathi, digital campaigns manager, Unicef
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Shifting public perceptions of childhood obesity as part of a long-term appro...CharityComms
Rosa Vaquero, head of communications and Rachel Pidgeon, communications manager, Guy's and St. Thomas' Charity
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Golden rules for changing hearts and minds in divided timesCharityComms
Nicky Hawkins, director of impact, FrameWorks Institute
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
How framing is changing the rules of charity commsCharityComms
Luke Henrion, strategic communications manager and Paul Brook, chief copywriter, Joseph Rowntree Foundation
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Applying behavioural insights to commsCharityComms
Clare Delargy, senior advisor, The Behavioural Insights Team
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Alexandra Chesterfield, behavioural scientist, Depolarization Project and Laura Osborne, associate, Depolarization Project and campaigns director, London First
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
What if we thought right outside the box?CharityComms
Antonio Cappelletti, director of engagement and communications, The Brain Tumour Charity
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Michele Madden, managing director, nfpSynergy
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
What defines us? The importance of authentic communicators and the misconcept...CharityComms
Gary Mazin, stories library manager, RNIB
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
What has our brand got to do with our gossip culture?CharityComms
Kelly Smith, partner, NEO and Karin Tenelius, founder, Tuff Leadership Training
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
How to identify or develop a values framework and apply it to your audiencesCharityComms
Cian Murphy, research director, nfpSynergy
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Embedding social research insights into your communications and culture CharityComms
Kate Nightingale, head of marketing and communications and Francesca Albanese, head of research and evaluation, Crisis
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
20 Voices for 2020: Using supporter-generated content to share personal storiesCharityComms
Roisin Treacy, media and communications officer, Fight for Sight
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Crisis at Christmas: Sharing real-life stories at the point of supportCharityComms
Grace Stokes, senior media officer and George Olney, stories manager, Crisis
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
How Bowel Cancer UK maximise case studies during Bowel Cancer Awareness MonthCharityComms
Francesca Corbett, press manager, Bowel Cancer UK
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Crisis communications isn't always about the negativeCharityComms
Nicola Swanborough, acting head of external affairs, Epilepsy Society
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Russian anarchist and anti-war movement in the third year of full-scale warAntti Rautiainen
Anarchist group ANA Regensburg hosted my online-presentation on 16th of May 2024, in which I discussed tactics of anti-war activism in Russia, and reasons why the anti-war movement has not been able to make an impact to change the course of events yet. Cases of anarchists repressed for anti-war activities are presented, as well as strategies of support for political prisoners, and modest successes in supporting their struggles.
Thumbnail picture is by MediaZona, you may read their report on anti-war arson attacks in Russia here: https://en.zona.media/article/2022/10/13/burn-map
Links:
Autonomous Action
http://Avtonom.org
Anarchist Black Cross Moscow
http://Avtonom.org/abc
Solidarity Zone
https://t.me/solidarity_zone
Memorial
https://memopzk.org/, https://t.me/pzk_memorial
OVD-Info
https://en.ovdinfo.org/antiwar-ovd-info-guide
RosUznik
https://rosuznik.org/
Uznik Online
http://uznikonline.tilda.ws/
Russian Reader
https://therussianreader.com/
ABC Irkutsk
https://abc38.noblogs.org/
Send mail to prisoners from abroad:
http://Prisonmail.online
YouTube: https://youtu.be/c5nSOdU48O8
Spotify: https://podcasters.spotify.com/pod/show/libertarianlifecoach/episodes/Russian-anarchist-and-anti-war-movement-in-the-third-year-of-full-scale-war-e2k8ai4
Presentation by Jared Jageler, David Adler, Noelia Duchovny, and Evan Herrnstadt, analysts in CBO’s Microeconomic Studies and Health Analysis Divisions, at the Association of Environmental and Resource Economists Summer Conference.
Many ways to support street children.pptxSERUDS INDIA
By raising awareness, providing support, advocating for change, and offering assistance to children in need, individuals can play a crucial role in improving the lives of street children and helping them realize their full potential
Donate Us
https://serudsindia.org/how-individuals-can-support-street-children-in-india/
#donatefororphan, #donateforhomelesschildren, #childeducation, #ngochildeducation, #donateforeducation, #donationforchildeducation, #sponsorforpoorchild, #sponsororphanage #sponsororphanchild, #donation, #education, #charity, #educationforchild, #seruds, #kurnool, #joyhome
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
A process server is a authorized person for delivering legal documents, such as summons, complaints, subpoenas, and other court papers, to peoples involved in legal proceedings.
This session provides a comprehensive overview of the latest updates to the Uniform Administrative Requirements, Cost Principles, and Audit Requirements for Federal Awards (commonly known as the Uniform Guidance) outlined in the 2 CFR 200.
With a focus on the 2024 revisions issued by the Office of Management and Budget (OMB), participants will gain insight into the key changes affecting federal grant recipients. The session will delve into critical regulatory updates, providing attendees with the knowledge and tools necessary to navigate and comply with the evolving landscape of federal grant management.
Learning Objectives:
- Understand the rationale behind the 2024 updates to the Uniform Guidance outlined in 2 CFR 200, and their implications for federal grant recipients.
- Identify the key changes and revisions introduced by the Office of Management and Budget (OMB) in the 2024 edition of 2 CFR 200.
- Gain proficiency in applying the updated regulations to ensure compliance with federal grant requirements and avoid potential audit findings.
- Develop strategies for effectively implementing the new guidelines within the grant management processes of their respective organizations, fostering efficiency and accountability in federal grant administration.
Understanding the Challenges of Street ChildrenSERUDS INDIA
By raising awareness, providing support, advocating for change, and offering assistance to children in need, individuals can play a crucial role in improving the lives of street children and helping them realize their full potential
Donate Us
https://serudsindia.org/how-individuals-can-support-street-children-in-india/
#donatefororphan, #donateforhomelesschildren, #childeducation, #ngochildeducation, #donateforeducation, #donationforchildeducation, #sponsorforpoorchild, #sponsororphanage #sponsororphanchild, #donation, #education, #charity, #educationforchild, #seruds, #kurnool, #joyhome
2. Because Apple is the clearest example of how a brand goes way beyond product.
It creates relevance, affinity and support. When treated properly, your brand is
your biggest business asset. It can affect your bottom line more than anything else
Warning. This deck uses Apple as an example of awesome brand
strategy.
4. NOT
BRANDS
These are not brands. These are logos and brand
names and brand colours and fonts which are all part
of the brand IDENTITY. But they are nowhere near the
whole brand. If only it were that easy. The trouble with
brands is you’re only partly in control of it because...
5. Your brand is what someone
feels and thinks about you
Takeout #1
6. 1. what connects you as an organisation to the outside world and
those who work for you, support you, use your services,
volunteer for you and advocate on your behalf
2. based on the experience someone has with any and every part of
your organisation through any and every touchpoint
3. a person’s perception created by them in their own minds and
hearts
4. the idea of you, the thought of you, the memory of you, the
feeling of you within your audience
Your brand is...
7. Therefore you’re never going to have full control of your
brand because it’s made by the mind and heart and gut of
your audience as much as it by you
10. That’s why your brand has to tell a
compelling, engaging, human story
11. Take Metrobank for example. Metrobank wear their brand on their sleeve, making sure a
positive customer experience is central to their proposition. It differentiates them from the other
high street banks and shows they are responding to customer demands. Ideas like opening
more branches, longer opening hours, a friendly welcome, children’s play areas and dog friendly
branches shows they’re a modern, progressive and above all human organisation.
This all plays into how they are viewed, what people feel about Metrobank. It’s a clear brand
statement and brand position. It makes them memorable, it makes them different, it makes them
stand out and it makes them relevant.
This is what your brand is for:
to build awareness,
understanding, salience,
differentiation and affinity.
12. RyanAir’s another great example - they don’t
trade on anything but being the cheapest - this
is their brand position. You can have the most
uncomfortable flight and end up miles from
your final destination and wait hours trying to
get through to customer service but it doesn’t
matter, because they only trade on the fact
they’re the cheapest. What their brand is about
is crystal clear.
They’re being honest and authentic and
relevant and responding to consumer
demands. You might not choose it, but you’re
clear on what the brand offer is.
And this clarity means people spend less time trying to work out what
they’re about and whether or not they’re right for them.
13. And it doesn’t just apply to large organisations. Charity: water has only just launched in the UK with 2
staff but they have a great understanding of the UK charity sector and what audiences want to see.
They’ve very clearly focused on the impact they make in the field and complete transparency around
financials and project costs.
For example, they’ve integrated Google Maps and back end data into their website so you can see real
time how well their field projects are performing, things like uptime, maintenance, usage etc, which
means you already trust the brand more because you feel assured your money is going to the people
that need it.
14. And it’s not about being good or ethical or the best - it’s about being clear and consistent and
different. Humans want to connect to something and see themselves and their belief system
played back to them.
That’s why a major part of branding is being true to who you are and how you operate. That’s
why when Trump says something no other politician could ever get away with, it just strengthens
his base support - because that’s his brand and that’s why people buy into him.
15. Brand value:
net worth - tangible assets
And just to illustrate why it’s worth investing in your brand, let’s look at Apple
again. Apple is valued at $869bn. But its tangible assets - stuff it can sell like
equipment, property and products - are only worth $33bn, so the rest of that
worth is brand equity, which has been built up over nearly 50 years. $836bn
of stuff you can’t touch.
16. “Your brand is what other
people say about you when
you’re not in the room”
Jeff Bezos, CEO and founder,
Amazon (worth $105bn)
20. For example, Nike want
everyone to think of them
as empowering the world to
release their inner athlete
whilst at the same time
enabling the world’s top
sportspeople to fulfil their
natural skills
21. But because of decisions around production, workers’ rights and employment strategy,
they’re still dogged by an image of being ruthless, capitalist bastards and employing kids in
sweatshops.
23. But all anyone thinks of at the moment is the Haiti sex scandal. Your brand tells people who you
are and what you stand for - if what you are in real life runs counter to that, then you’re in trouble.
This can be as simple as poorly produced printed material with a stretched logo, but most
people will be pretty forgiving about that - the bigger problem is when you fundamentally act in a
way that goes against what people think and feel about you.
24. The good news is, it works both
ways. Unilever, who were
traditionally seen as a
monolithic and uncaring
corporate monster has spent a
lot of time and money and
effort in creating a very credible
CSR programme and finding
and articulating a deep
altruistic purpose that delivers
on a triple bottom line
(economic, social,
environmental). They have
demonstrated real commitment
to their cause and it’s done
wonders for their brand
25. Consistency and clarity are
crucial
Takeout #3
You need to be clear in who you are, why you are and how you are different and you need
to be clear at every single point where someone can interact with you. Be it the customer
service contact centre, the website, the PR coverage, the nurses, the fundraising volunteers,
the job description - it all has to feel like it’s coming from the same place and that place has
to be clearly defined and clearly communicated. This is why your identity is a very small part
of the brand story.
26. Macmillan are a great example. When they rebranded 10 years ago they were ruthless about
developing an incredibly clear brand proposition (Macmillan cancer support) and
implementing it absolutely consistently across all their services, communications, internal
teams and the partners they worked with.
27. And even though they’re still number 1 in the charity brand index, they’ve decided to keep
developing the brand and brand story to make sure it’s relevant, engaging and
representative of who they are. This is a good example of how a big change to a brand story
doesn’t mean a big change to an identity. Hopefully you’re seeing your brand is more than
your logo...
28. And this definitely isn’t about budget, it doesn’t matter who you are or how much you’re worth or
how much branded estate you have, you can all have a brand that is clear about who you are and
what you stand for. And you can all make sure it’s implemented with consistency. Help for Heroes
were a tiny campaign when they first started but their brand, through their story, their proposition,
their brand character, visual identity, PR strategy and celebrity associations made it clear who they
are, what they stand for and how they’re different.
29. You wouldn’t delivery services without a strategy
or conduct research
or fundraise
or run an organisation
It doesn’t matter who you are - because everyone has a brand,
everyone should have a brand strategy.
Remember...
32. There’s lots of different things you can add into a brand
strategy and because agencies can make money by
pretending they know more than you, there’s lots of
different names for the same thing.
But if you don’t have anything else you should have the
following:
33. 1. Brand story
2. Proposition
3. Positioning statement
4. Essence
5. Character
34. 1. Brand story
Let’s start with your brand story - it’s literally that, a quick, 1-2
sides of who you are, where you came from, what your vision
is and why, your mission statement is and why, what you’re
doing to make the mission successful and how you’re relevant
to your audience - not just in terms of your service offering but
why you’re doing it. It’s articulating what drives you.
35. Apple has a fantastic brand story: “Apple is more than just a company because its
founding has some of the qualities of myth. Apple is two guys in a garage
undertaking the mission of bringing computing power, once reserved for big
corporations, to ordinary individuals with ordinary budgets. The company's
growth from two guys to a billion-dollar corporation exemplifies the American
Dream. Even as a large corporation, Apple plays David to IBM's Goliath, and thus
has the sympathetic role in that myth.”
And from their Chief Design Officer, Jony Ive: “What people are responding to is
much bigger than the object. They are responding to something rare; a group of
people who do more than simply make something work, they make the very best
products they possibly can. It's a demonstration against thoughtlessness and
carelessness”
36. 2. Proposition
Sometimes called your value proposition, what is it that your
organising is proposing to the world that will make life better
for your “customers”. You need to think about your
proposition from the point of view of your supporters - why
should they give you their time or money or effort?
37. SAVE MONEY, LIVE BETTER
BEAT CANCER, SOONER
For example, ASDA’s is “save money, live better”.
Clear, simple, attractive. It’s showing the value that
people will get if they spend money with ASDA. They
will save money and they will live better. CRUK’s is
just as simple. Give us money and we will beat cancer
sooner.
Neither one of these talk about what they do, ASDA
aren’t saying “buy our groceries”. CRUK don’t mention
research. They focus on the VALUE that their
proposition gives the audience. Beating cancer.
Saving money. Living better.
38. 3. Positioning
We’re talking here about the position you want to take in the
market against your competitors. And even if you’re the only
charity who does what you do, you have competitors. There are
other brands out there who people can choose to give their time
and money and effort to rather than you. You’re always competing
against what else people can devote their time to, that’s why it’s
imperative to tell a strong, compelling story.
39. For (target audience), (your brand) is the
only (frame of reference) that (benefits
delivered) because (reasons to believe)
A good way to start is to use this template.
For example, Anthony Nolan’s positioning statement is “If you want to
help people with blood cancer live longer, healthier lives, Anthony Nolan
is the only charity that can deliver a second chance of life for because
we’ve got 40 years experience in research, innovation and support”
40. Alexander Scott Consulting
And once you’ve got it agreed, you can use it to help shape all your copy
and remain consistent across all your platforms, however unusual they are
41. 4. Essence
The one single concept that you want to plant inside people’s hearts
and brains and stomachs so when they think of you, they think of
your essence. And this isn’t category recognition, because that
doesn’t drive loyalty, it’s about going to that emotional, intangible
place that makes people want to choose you over anyone else. It’s
about understanding what’s that essential, authentic connection that
pulls people to you and keeps them there. Essentially, it’s...
47. When I think of [your brand], I think of ____
So, what is your essence? And is that true to who you are,
what you do and how and why you do it?
48. 5. Character
If your charity were a person, what kind of personality would they
have?
And this has to be authentic to HOW you operate, not WHAT you
do, for example, Breast Cancer Now and Breast Cancer Care are
both there to improve the lives of people with breast cancer and it
doesn’t matter that one is research focused and the other care
focused, the fact is they project themselves very differently.
49. The Anthony Nolan brand very much mirrors the character of Shirley Nolan,
Anthony’s mother who founded the blood cancer register in 1974 - she was
tenacious, outspoken, well informed, challenging, resourceful and loud (when she
needed to be) - and that’s exactly how the organisation tries to conduct itself.
50. What is your character?
Are you authoritative, informal, serious, assertive,
collaborative, reserved, ambitious, intellectual, down to earth?
You need to think about what you do, what you say and how
you say it.
Again, at the end of the day, it has to be authentic to who
you are, this is the best way to increase trust.
51. Where to put your effort - research:
- talk to your staff, volunteers, supporters and trustees about
what makes you, you and why people support you and
what would make people support you more. You are sitting
on so much insight it’s incredible and it’s usually incredibly
easy to get to and make use of.
You need to base everything in good, solid insight otherwise it
won’t be authentic to who you are as an organisation
52. Where to put your effort - creative and testing:
- come up with a set of different ideas to test. This is part
science, part art, so you need to spend time on how you
articulate succinctly but emotively who and why you are,
what difference you make, why it’s vital people support
you and why you’re the best people to fulfil your mission
53. Where to put your effort - planning and action:
- don’t just create a document. Your brand strategy sits at
the same level as your organisational strategy, in fact it’s
the outward facing side of the same coin. It needs to be
used to direct all your other outward facing strategies as
much as your org strategy, so make sure it’s brought
alive through your planning
56. Visit the CharityComms
website to view slides from
past events, see what events
we have coming up and to
check out what else we do:
www.charitycomms.org.uk