Presentation from the workshop session of the Stronger Together Conference 7th July 2015

1. Nick Applin
Client Services
Director
John Skinner
Creative Director

2. 1
Your brand identity manifesto
“a public declaration
of policy and aims”

3. 2
Your brand should
•Reflect your values and aspirations
•Represent your business
•Inspire confidence for you and your team
•Set you apart from your competition
•Be unique. Be distinctive
•Have character and personality
•Help you reach your business goals

4. 3
Brandessentials
1.Mission statement
2.Vision statement
3.Essence
4.Personality
5.Positioning statement

5. 4
Missionstatement
vs vision statement
Mission = What you do
Vision = Desired end-state/goal

6. 5
Missionstatement
Oxfam: To create lasting solutions to
poverty, hunger, and social injustice.

7. 6
Vision statement
Oxfam: A just world without poverty

8. 7
Essence
One word that sums up the core
nature of your organisation

9. 8

10. 9

11. 10

12. 1
1
Personality
If your organisation were a person
how would it be described?

13. 12
Positioning statement
A couple of sentences explaining your
organisation’s unique value and how
that benefits its customers/audience/
users/members.

14. 13
Positioning statement
‘For [insert Target Market], the
[insert Brand] is the [insert Point of
Differentiation] among all [insert
Frame of Reference] because [insert
Reason to Believe].’

15. 14
An example
For forward-thinking organisations,
ApplinSkinner is the award-winning
creative digital agency that delivers
inspirational and effective design,
marketing, and online tools because
only ApplinSkinner truly works with
them to achieve their aims.

16. 15

17. 16

18. Scholarships at
UEA need your
support Will you
help? N o b
e l
– The cost of a university education has risen dramatically
– University tuition fees are now £9,000 per year, per student
– Students will graduate with an average debt of £44,000*
*Institute for Fiscal Studies Report 93 www.ifs.org.uk/comms/r93.pdf
The facts
Climate
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